There is no doubt that TCS has become a well-respected name in the Pakistan market over the last 40 years. This position was achieved through outstanding work in operations, sales, customer support, and also, crucially, through marketing communications.
But being a venerated brand can be a double edged sword in a market that is predominantly under the age of 35. Being “respected” in such a situation can very easily translate into “outdated” and “no longer relevant,” specially if the brand communicates in a formal and all-inclusive tone, rather than speaking the language of a specific type of customer.
This is why the primary challenge that many established brands face today is “how to connect with GenZ?” Fortunately for TCS, our Executive Director Mr. Qasim Awan was able to crack this conundrum by tapping the cricket industry, which is the richest vein of passion for the people of Pakistan and especially for the youth. By crafting a deal with Pakistan Cricket Board (PCB), TCS has integrated itself into the very idea of cricket in Pakistan for the next three years.
The early fruits that have already come out of this deal include the Pakistan Super League 2024 and the T20 series against New Zealand. Apart from the business benefits, these events have allowed the marketing department at TCS to revitalize its communication style, and target a demographic that until now had never had reason to interact with TCS. Not only were the advertising communications for both these events much more youthful and irreverent than the standard TCS tone of voice, but PSL 2024 marked the first time that members of GenZ walked into TCS Express Centres.
The precedent has now been set, but the onus remains on us to keep upping the ante, and finding more ways to become part of the lifestyle of the generation that will define the future of Pakistan’s economy.
Zakaullah Khan | Head of Digital Brand Development |
Leave a Reply