The campaign, launched today in Asia-Pacific, Europe and the US, includes TV, print and online elements and will run until 30 September. MPG, which recently won Tata Communications’ global media planning and buying account following a competitive pitch, directed the media aspects of the campaign, while the creative and online components were developed by STC Associates and Havas Digital.
Tata Communications has also hired Hill & Knowlton to handle worldwide PR outside India.
Sridhar Ramaswamy, head of corporate marketing and strategy at Tata Communications, said: “Tata Communications undertook a rebranding exercise last year but since then we have not communicated the message to our customers and partners. Through this global campaign we are looking at increasing our visibility and awareness among influencers and drive the perception of Tata Communications as a leading global communications player.”
Print ads will run in title such as Business Times, South China Morning Post and The Edge in Asia. It targets entrepreneurs and service companies.
“We want to bring out our strengths, like the key strategic benefits that we bring to our customers or our emerging markets advantage,” Ramaswamy continued.
Tata Communications, which was previously called VSNL, is a global communications provider and is among the largest Indian enterprise data-services sources. It has strategic investments in operators in South Africa (Neotel), Sri Lanka (Tata Communications Lanka), Nepal (United Telecom) and, subject to approval by the Chinese government, China (China Enterprise Communications).
