Hindustan Computers Limited (HCL) is one of the top-five IT companies in India.
Recently I saw their latest media campaign which says: HCL – a $4 billion company.
I have never seen such a poor tagline before. In fact it was amusing and I could not stop laughing when I saw it on an outdoor display. The first thing that came to my mind was – "Is HCL up for sale? And is this the price they are asking for?"
This tagline does not communicate anything to a prospective customer which can help him in understanding the values and/or goals of the company. It only communicates that this company wants to SELL (Because $4 billion was their sale in last FY) and actually HARDSELL with such a stupid tagline. No one is interested in your last FY turnover. People or prospective customers want to know what you can do for them and how are you different from other peer companies.
Frankly, this tagline sounds like a joy-cry from a child who is over-excited with his maths score (and that too when he has not topped the class!).
HCL is no doubt a great company. In fact I am highly inspired by one of their promoter – Mr. Ajai Chowdhry. But whoever created the campaign has been very immature and hardly understand branding. They could not capture the essence of this company and have totally misrepresented them in public. HCL is a pioneering company which has several interesting innovation to their credit. None of them have been used to highlight the achiements of the company. In fact I was reading about Shiv Nadar in Forbes Asia magazine as he was on the cover as the "Tamil Tycoon". The article highlights on the "new style" engagement model that HCL has adopted by taking a long term stand with their customers and is sharing the ups and downs of clients’ business! I could not stop myself from saying – WOW! Its a winner formula. But unfortunately for a widely used public campaign they used the "$4 billion company" tagline.
As a prospective customer – "How does your being a $4 billion company helps me apart from getting an assurance that you wont be bankrupt and out of business soon?"
I hope they rethink over it soon..
hi,
I appreciate you observation and I feel “$4 billion dollar” may not fit into the scheme of things. Although this particular tagline migt have failed to acheive its objective, I would just like to make one point from a different perspective. I am not fan of this company but from an outsiders point of view, this campaign was not meant for prospective customers.
They obviously had the idea of a image building amongst the masses…kinda trying to woo them and secure a distinct place admist the giants like infy and tcs and wipro. Reports suggest that they are budgeting to spend over 20 crores on this exercise. This is a part of the “tell-the-world-what-we-are” focus that they have pinned on. The fact that you found this ad on a display board outside might reiterate that.
TCS flaunts its status of being India’s 1st $4 billion dollar outsourcer..it also flaunts its audacious vision statement to be a $10 billion dollar company by 2010. Many dont know much abt HCL..with the exception of few job hoppers.
$4 billion dollars perhaps indicates the volume of business ur handling..gives ur company some points on the credence factor which is very crucial when you are selling a service.
All said and done..there are always two sides to any argument.Must congratulate u for your blog..it made a good reading. do write more! 🙂
Hi Sir,
This is Yogesh from Chennai, I am 23 yrs Old. Bsc Graduate.
I am working in HCL Technologies, Chennai, Software Test Engineer.
I gone through your blog “HCL – Poor tagline, Poor advertising”, i am realy sorry to say that i too dont know why they had a Campaign like this…
I gone through your Profile too..
Really You are doing Great….I dont know why i am commenting this… Your story of Sucess　inspired me very much….Ｉ am really interested to work in a Company, which is owned by a person like you….In future, if there is any Offer for a Test enginner, just remember these comments…
Looking to Blogs, this is the first time and my first comment to a person like you.. really Happy to do tihs….
My telephone No. 09282120307
Now in Japan at Onsite for a short term.. i will ｂï½ï½ƒï½‹ã€€ï½”ï½ã€€ï¼©ï½Žï½„ｉï½ã€€after two weeks..
If possible just make a call..
Thank you…