hat language does a computer understand? Binary digits - zero and one. And when an IT major decides to come up with a corporate campaign, it is only appropriate to let the numbers do the talking.

HCL has come up with four TVCs, two of which - highlighting its presence in banking and aviation - are already on air. "HCL had not been as vocal as its size and presence demanded in the Indian market. It is a $2.7 billion corporation with over 30,000 employees. There was a need to make HCL more salient amongst the Indian public. This had to be in sync with the innovative, entrepreneurial and dynamic brand personality of HCL," says Saurav Adhikari, corporate vice president, strategy, HCL Technologies, outlining the brief given to FCB Ulka - the agency handling the campaign.... more