An uncommon advertising and marketing technique for TCS


In 1919, Sir Dorabji Tata, the second chairman of the Tata Group, was invited because the chief visitor to the annual sports activities competitors of the Deccan Gymkhana in Pune. Individuals had been watching occasions that had been near European requirements. They had been largely poor farmers with restricted sources, who had been pressured to run barefoot.

Being a proficient sportsperson himself (he was an athlete and a horseman), the incident left him with a want to see an Indian contingent on the Olympics. It was solely the next yr that Dorabji personally financed the primary Indian workforce on the Olympics in Antwerp, Belgium.

Thus started the affiliation of the Tata Group with aggressive sports activities. Its IT providers and consultancy arm – Tata Consultancy Companies, counted amongst essentially the most invaluable firms (Rs 12 lakh crore), has been one of many largest sponsors of main sporting occasions. TCS’ affiliation with Marathon deserves particular point out.

TCS’s affiliation with the marathon started in 2008 when he turned the junior sponsor for the Mumbai Marathon. In additional than a decade, the corporate has emerged as a significant sponsor of long-distance operating occasions in India, Canada, New York and London, amongst different nations.

TCS and Marathon

N Chandrasekaran, the then COO of TCS, was 51 when he began coaching as a sprinter. His first main objective was to finish the 42 km full marathon in 2008. He inspired different TCS staff to run, and shortly the corporate formally launched a program known as ‘Fit4Life’ to assist staff break sedentary life-style habits and encourage wellbeing. Right now, this system has change into one of many largest health initiatives on the earth, with over 25 % (189,000) of TCS staff actively taking part.

Within the subsequent section, TCS determined to remodel its total sports activities sponsorship technique. Quickly, TCS signed on because the affiliate sponsor for the Mumbai Marathon and the TCS World 10k in Bangalore. In 2011, the corporate signed its first worldwide partnership with the Amsterdam Marathon in 2011. Since then, the corporate has sponsored marathons in lots of cities similar to Canberra, Chicago, Lidingo (close to Stockholm), and so on.

Final yr, TCS introduced that it will stay the title sponsor of the New York Marathon till 2029. Curiously, the US is TCS’ largest market and contributes 50 % to $22 billion in income. Earlier, TCS had additionally included the London Marathon in its roster of 11 operating sponsorships. The London Marathon is the fourth largest marathon on the earth, and TCS will now be its expertise accomplice for all occasions it sponsors. In an interview, TCS Chief Advertising Officer Rajshree R mentioned that these occasions play a significant position in bringing its prospects, staff and companions on a single platform. She additionally mentioned that sports activities, generally, are an excellent addition to the model. “Anyplace the place expertise helps people do higher is the intersection we love,” he mentioned, including that organizing these runs, which additionally showcased their technical prowess, was an excellent alternative for TCS. space of ​​curiosity.

Supply: occasions of India

Not simply marathons, TCS is betting on different sports activities like Components E. To this, Rajshri mentioned the choice to accomplice with motorsports like Components E got here as a result of analysis on the sidelines in these sports activities drives the roadmap for electrical automobiles, and TCS desires to be a part of the journey.

For TCS, publicity to half one million runners throughout 12 properties, 2 million stay viewers and a billion others watching on tv is a large advertising and marketing alternative. This technique has labored wonders for the tech large—one case is New York, the place the corporate bought an 81 % model recall because the title accomplice of the NYC Marathon.

These marathons additionally permit TCS to showcase its digital and expertise capabilities. TCS has developed cellular apps, which have proved to be fairly successful. In keeping with firm sources, such an app has been downloaded 1.2 million occasions globally, setting world data in London and New York.

For the 2021 TCS New York Marathon, TCS’ app helped supporters and spectators, in addition to particular person and digital runners, to share the marathon expertise. The ‘Monitor a Runner’ function helps households and supporters comply with runners on a digital map and discover and greet them when the marathon is over. TCS has extensively used knowledge analytics to offer efficiency biometrics similar to tempo, coronary heart fee, respiratory fee and cadence, which assist individuals enhance their efficiency. As well as, for its upcoming London Marathon, TCS will use its expertise to personalize the expertise of individuals and spectators utilizing knowledge.

Plus, these marathons usually double as fundraising occasions, creating a whole lot of goodwill for the model. At one estimate, the corporate mentioned that the NYC Marathon made a revenue of greater than $400 million. In 2018, the London Marathon occasion raised £63.7 million, setting a brand new world document for a one-day charity occasion.

A TCS weblog famous, “The TCS Marathon technique is a large leap ahead, however a protracted and rewarding highway nonetheless awaits us as we glance to international management on the model entrance.” It seems to be like TCS will proceed to wager massive on marathons and different sporting occasions for an natural and a singular advertising and marketing technique.



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