Connecting Tech Mahindra with Salford talent.
IT & Communications
Technology & Innovation
Tech Mahindra is a multi-billion-dollar IT services, outsourcing and consulting giant headquartered in India. With a new office in Salford set to bolster its 158,000 workforce across 90 countries, the company needed a standout campaign that would attract and compel local talent to join its growing sales and customer service teams.
Reach people in Salford and surrounding areas and communicate the benefits of a career at Tech Mahindra.
The brief on the table was simple. Create and deliver a campaign that would reach people in Salford and surrounding areas and communicate all the benefits of a career at Tech Mahindra. After some initial research and immersion with key stakeholders, we got to work.
It was clear that for the campaign to stand out, it couldn’t just focus on things like salary and benefits. While they are important, we needed to craft a message that would resonate with our target audience of 16-24-year-olds on a deeper level, one that would make them feel part of something bigger.
What could be more enriching than a career that helps people stay connected?
This insight led us to develop a campaign identity and message centred around relatable moments where people have lost connectivity and the disruption it causes, from patchy Zoom calls to interrupted Netflix boxset binges. These were developed into eye-catching outdoor ads using a combination of clean typefaces, striking people-focused imagery and Tech Mahindra’s bold brand red.
Alongside the outdoor ads in and around Salford, we also created a suite of targeted PPC Google Ads and display campaigns inspired by the look and feel of the offline creative. We also scripted, cast, produced and edited a 30-second Spotify and radio campaign to reach listeners in local communities, featuring actress, poet and born-and-bred Mancunian Soph Galustian.
Marking this global goliath’s entry into the UK market.
The campaign not only helped Tech Mahindra to attract talent to join the team, it also helped to increase awareness of the brand overall, marking this global goliath’s entry into the UK market and positioning it as one of the most attractive tech companies to work for outside of London.