tag:blogger.com,1999:blog-12678616.post-35820369231828529482007-05-03T20:37:00.000-07:002007-05-08T11:12:07.645-07:00"<span style="color:#3333ff;"><strong>Strong partners have the knowledge to measure promise against reality, the flexibility to seize opportunity, and the experience to deliver certainty</strong></span>"<br /><br />So reads <span class="blsp-spelling-error" id="SPELLING_ERROR_0">Tata</span> Consultancy Services' (<span class="blsp-spelling-error" id="SPELLING_ERROR_1">TCS</span>) full-page ad in the Wall Street Journal. The message is reiterated in the company's corporate brochure and other media outlets as part its $10 million 'Experience Certainty' advertising campaign.<br /><br />Why blog about an advertising campaign, you ask? That's because unlike the myriad of campaigns run by global IT giants IBM, <span class="blsp-spelling-error" id="SPELLING_ERROR_2">Accenture</span> and so on, or even the Indian service providers <span class="blsp-spelling-error" id="SPELLING_ERROR_3">Infosys</span> or <span class="blsp-spelling-error" id="SPELLING_ERROR_4">Wipro</span>, this is the first branding exercise ever by India's oldest and largest IT services company.<br /><br />And many might argue it's due. A recent <em>Business Today</em> article reports that with annual revenues of over $4 billion, <span class="blsp-spelling-error" id="SPELLING_ERROR_5">TCS</span> is the eleventh largest player globally. In terms of market capitalization, the company is ranked fourth globally, behind IBM, HP and <span class="blsp-spelling-error" id="SPELLING_ERROR_6">Accenture</span>. The company's headcount of 89,000-plus employees also ranks fifth in the global order. Further, this workforce is truly global with almost 10% of the employees located outside India, thereby, facilitating global service delivery models and significant scale benefits. Yet, it is <span class="blsp-spelling-error" id="SPELLING_ERROR_7">Infosys</span> that finds mistaken mention in the <em>Economist</em> as India’s largest it services company and forms the context for Tom Friedman's yarn on the flat world.<br /><br />But <span class="blsp-spelling-error" id="SPELLING_ERROR_8">TCS</span> is not aiming for brand recall among Indian outsourcing providers. Based on the findings of a recently <span class="blsp-spelling-corrected" id="SPELLING_ERROR_9">commissioned</span> study by strategic branding firm <span class="blsp-spelling-error" id="SPELLING_ERROR_10">Siegel</span>+Gale that people were not sure which outsourcing firm was third in the global pecking order after IBM and <span class="blsp-spelling-error" id="SPELLING_ERROR_11">Accenture</span>, <span class="blsp-spelling-error" id="SPELLING_ERROR_12">TCS</span> wants to fill that coveted position.<br /><br />And the new campaign is a part of a 10-month effort of becoming a familiar name in the boardrooms of Europe and America.<br /><br />Experience certainty.Deepahttp://www.blogger.com/profile/12551792597997604170noreply@blogger.com0