STRAIGHT TALK, HCL’S AWARD WINNING MAGAZINE, NEEDED TO CONNECT TO A C-LEVEL AUDIENCE. THE PROBLEM ITSELF HAD THE SOLUTION.

Straight Talk is HCL’s magazine for C-level executives, where leaders share insights about the industry. We created a multi ad campaign that ran on LinkedIn and other online platforms, where we highlighted our target audience in the headlines itself. The C of C-level executives played a central part in introducing the many powerful contributors of the Straight Talk magazine.

The campaign featured several top leaders in the global IT industry, and created a strong connect with other C-level executives.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.