HCL has rolled out a new TVC marking the return of its popular characters Mr HCL and Mr Banker. The current campaign underlines HCL as an innovative IT solutions partner, while retaining its positioning statement 'Technology that touches lives'.
A precursor to the main commercial showed MR HCL and Mr Banker on the beach, getting invited to a party on 'Bay Island' by a bikini-clad lady.
The main film shows the duo stranded on the island. Mr Banker complains, Mr HCL innovates. The latter points out that in today's age of technological developments, it's criminal to worry about getting lost. He then uses the battery from Mr Banker’s mobile phone (which has ‘No Signal’), to create fire that works up a smoke signal. A chopper comes to their rescue. A voiceover signs off saying HCL’s innovative approach to technology helps clients across the world.
Saurav Adhikari, president, corporate strategy, HCL, said, "HCL launched its first television brand campaign in 2007 with the tagline ‘Technology that touches lives’. It successfully highlighted the kind of services and products we offer, as well as our positioning as an IT and tech conglomerate. The role of the campaign’s two iconic characters - Mr HCL and Mr. Banker has been critical in enabling this. After a brief hiatus, we have revived the campaign but with a difference. While we still retain our core brand proposition of creating solutions that impact lives, the new campaign highlights the ‘HCL way of thinking’– out-of-the-box, instantaneous and resourceful, and not only technology expertise as in the past.”
Shiveshwar Singh, group creative director, Draftfcb+Ulka, added, “HCL has now evolved from a regular IT services provider to an IT solutions partner. The need was to take the brand to the next level and position HCL as a technology partner that continues to impact us at every stage in our lives. While we believed that this was the right time to kick start a new campaign, it was critical to communicate in a manner that did not dilute the mindshare of the previous campaigns. This made us retain the two central characters, Mr HCL and Mr Banker, while giving the theme a cerebral twist.”
The film went on air on 2 July.
Creative agency: Draftfcb+Ulka
Creative head: Shiveshwar Singh
Group creative director: Shiveshwar Singh
Copy supervisor: Richa Wadhera