Campaign India Team
Nov 11, 2014

HCL expresses its brand philosophy through real people

Watch the ad film conceptualised by FCB Ulka here

wide player in 16:9 format. Used on article page for Campaign.
HCL has rolled out a TVC that has been conceptualised by FCB Ulka. The film deals with the evolution of the brand beyond technology.
 
The film consists of a montage of different people experiencing different emotions in life and how HCL’s technology helps them realise and bring these emotions to life.
 
The film follows a group of people, each in a different part of the country as a voice over asks them if they are where they want to be or yet to get there. The film cuts to a young man paddling his kayak down a waterfall as the voice over says, “Are we counting the impossibilities or exploring the possibilities”. The next scene shows us a couple sitting in a room, tense. The man reaches out to take the woman’s hand and tie a bandage around their hands as a symbol of their oneness. The voice over says, “So we care about pain or have we taken pain out of care”.
 
As the films shows us an elderly couple dancing in the mountains and another young man finally reach his destination, the voice over says, “Are we wondering if every day is new or learning something new every day?" As a young man stands in front of a tree that is illuminated, the voice over asks, “Are we here to witness the change or be the change?”
 
The film ends by showing all the people featured in the film as the voice over talks about the brand by saying, “At HCL it is a journey where one thing leads to another. It is a journey of touching people with possibilities. HCL, we touch lives”.
 
Sundararajan M, chief marketing officer, HCL, said, “HCL has been focused on technology for the last 38 years. As the group expands its business focus and creates newer business lines, Brand HCL shifts back to its entrepreneurial character that is marked by its ability to constantly challenge the status quo and set new benchmarks of excellence. The new brand campaign is reflective of our statement of purpose and our future vision and brings this alive through vistas of diverse imagery from various parts of India.”  
 
Sanjay Tandon, chief operating officer, FCB Ulka Delhi, added, “With the evolution of Brand HCL beyond technology, we decided to bring alive the humane face of HCL through different stories that capture its core philosophy of touching lives through its existing and future businesses. The new campaign illustrates the journey of the brand through real people and emotions. The scale of the campaign that was shot across geographies in India starting from the cold peaks of Manali to the wild rapids in Calicut reflects the vision and the scale of the brand itself.” 
 
Credit:
 
Client: HCL
Creative agency: FCB Ulka Delhi
COO: Sanjay Tandon
VP client servicing: Sharad Mather
Group creative director: Sachin Das Burma
Account director: Pratibha Prasad
Account supervisor: Rajat Das
Creative group head: Shahid Hussain
Production house: Storytellers
Director: Arun Gopalan
Executive producers: Zina Khan
 
Source:
Campaign India

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