Tata Consultancy Services (TCS) is a purpose driven IT services, consulting and business solution organization that has been partnering with the world’s largest businesses to drive digital transformation programs for the past 50 years.
In the early 80’s, the TCS leadership envisioned an institution that would apply science and technology for the benefit of industry and society, within a broad framework. This led to the establishment of TCS Research.
For 40 years, TCS Research has been helping build a better world through invention.
Each invention is a nod to the future, and many evolved into major products and services, and typifies a spirit that is still relevant in today’s challenges.
However, very few were aware of TCS being a research-led organization. In 2021, on the 40th anniversary of research at TCS, we introduced the TCS Research brand to honor a 40-year-old institution with an identity, personality, and set of associations for the future.
At TCS Research, we believe in the power of inspiration and invention to build greater futures. Our world-class researchers apply scientific rigor and a collaborative mindset to solve problems faced by industry and society. We aspire to transform the world we live in by powering innovation.
We then launched a completely organic campaign with a goal to tell the world about TCS’ best kept secret – TCS Research.
In addition to introducing the new brand to the world, this campaign was launched to put a spotlight on 40 years of high-impact (yet underplayed) work and celebrate 40 years of TCS Research.
We named the campaign ‘#40andForward’ – 40 stories that capture the journey of 40 years of TCS Research.
Once launched, the campaign helped carve out a distinct identity for TCS Research. We did this by using the art of storytelling in scientific communication. Our major innovation for the campaign was breaking down complex scientific and highly technical content into very consumable, interesting, social-media friendly stories with engaging visuals that invoked nostalgia and inspiration. We tailored the messaging of every post to resonate with people. We also explored a variety of styles such as quote cards, carousels, photos, and videos. One could say that our 40 ideas from the past were strung together by a powerful one from today – storytelling!
This campaign was completely organic and tremendously contributed to our growth on social media, increasing our brand awareness while fostering an engaging scientific community.
It helped invoke a sense of pride among current employees, increase awareness of the TCS Research brand among customers, researchers, and society, and made the larger TCS family aware of the hidden gem in their midst! It aimed to respect the scientists that have walked our hallowed halls before, and to inspire those who will do so in the future. This campaign helped capture the passion, scientific rigor, and the impact throughout the journey of 40 years of TCS Research.
Winning this award is a testament to content innovation and our new take on scientific communication. It highlights how powerful the art of storytelling can be, and motivates us to continue to inspire and transform the world through impactful stories of research and innovation.