Nobody ever got sacked for choosing IBM and neither should anyone for choosing TCS. That’s the ostensible reason for India’s largest IT company, the $4-billion TCS, to launch its first global branding campaign.

This will also be the first time an Indian IT company will invest in a focused manner to build a brand. According to sources, TCS will spend close to $8-10 million over next 12 months to stencil the campaign punch-line “Experience Certainty” in the minds of thousands of its customers and its own employees.

The campaign will first be unveiled internally. More than 80,000 TCS employees will find the campaign graphic as the default wallpaper on their computers. Apart from this, there is also a funky campaign video.

It shows young people of different nationalities playing a variety of musical instruments and jamming on a piece of music that is distinctly fusion. “Since we have operations across 34 countries and have employees of many nationalities, we felt that this aspect captures the essence of what TCS is about,” says Global corporate affairs head Phiroze Vandrevala.

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