"With this commercial, we have retained number one - top of mind recall in technology brands and therefore a second sequel is a risk we decided to take. HCL's challenge was to create a TV commercial that would articulate how technology impacts the everyday lives of people, since technology is something that goes behind a product or a service and is often intangible, tenuous and indefinable," said Saurav Adhikari, President and Global Head for HCL's corporate strategy. Also, commenting on the date of release of the commercial, Ahikari told Siliconindia, "With the FIFA World cup kicking off today and a perfect season for recruitments, it's an ideal time for us to come up with this ad."
As claimed by Adhikari, HCL has been creating a global brand campaign and establishing a unique property with the "Technology that Touches Lives" series, which began in April 2005. The HCL TV commercial is among the few advertising campaigns across the globe that uses an employee as its protagonist. Reiterating this commitment, the company launched the commercial to its 64,000 employees across the globe before releasing it to the public.
In the ad, the face of the spunky HCL employee who gets "Mr. Banker" out of several situations, became so popular with HCL employees and viewers alike that it was imperative to continue with the familiar elements, yet with a fresh treatment and narrative. The easy banter and humor between Mr. HCL and the Banker continue to articulate this in a language the end user will understand, this time with the increasingly popular vignette approach. Conceived by leading global ad agency, Draft FCB Ulka, the ad shows how HCL's technology 'comes to the rescue' of its consumers in all walks of life. The commercial explains HCL's strengths expressed through the life experiences of a common individual and how its technology is simplifying his world by providing solutions for education and ICT services, banking, aerospace and homeland security - a increasingly critical realm that needs technology to preempt the threat of terrorism.
Commenting on the ad concept, Sanjeev Bhargava, COO, Draft FCB Ulka said, "Making a sequel for an extremely successful ad is always a creative challenge. Here the challenge was even bigger as we had to package together technology and emotional appeal, yet retaining HCL's hi-tech positioning. Above all, comparisons with previous ads were bound to happen, so we wanted to make it fresh, yet with the emotional and humor quotient that has worked with the audience in the previous ads of the series."
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