Bangalore-based Wipro Limited has teamed up with eminent cartoonist Mario Miranda to create an advertising campaign that will light up its recruitment brand. The Goa-based cartoonist will educate potential recruits about Wipro through his characters.
Experts expect this could set a new trend with information technology companies, which seek to convey a softer image to the outside world.
"People are tired of using icons from the real world. Which is why we are moving into inanimate characters who can be controlled," said Harish Bijoor, a brand consultant. "This is going to become a trend in the realm of advertising and branding."
"Mario brings the anecdotes and stories to life in his classic, inimitable style and we are proud to share them with the world," said Pratik Kumar, executive vice-president, human resources, Wipro Limited.
"An organisation is all about its people who live the spirit that defines it. Call it spirit, infectious enthusiasm or interesting stories¿ When you have more than 75,000 people practically living, sharing and growing together, it's difficult to figure out where one story ends and another begins."
Miranda will create cartoons that will be used in major advertising campaigns, particularly for recruitment and employee communication.
"I love dealing with people and drawing them. It was a great opportunity to bring out the variety of people through this campaign -- it was good fun," said Mario Miranda.
"We have been in the business for quite a long period. Today, the challenge is not so much about how to find talent, but how to convey the message what Wipro is all about," said Pradeep Bahirwani, vice-president, strategic sourcing, Wipro Ltd.
The advertisements will reflect culture, attitude, belief, emotion and life, which is all true to Wipro. These cartoons also appear on calendars specially designed for Wipro.
Using innovative approaches to convey the message to the company's shareholders, customers or employees is not new for the IT sector.
Sasken, a telecommunications software and solutions provider, has used photographs of clay models to convey its message. The company's advertising agency, Ogilvy & Mathers, has roped in animation experts.
"We use clay as a medium of expression because of its homogeneity and ability to be molded. This started in 2004-05, when we had to build our global image post our successful IPO," said Ranganathan Sundaram, general manager (marketing), central marketing group, Sasken.
Capgemini -- a global player in consulting, technology and outsourcing services -- launched its advertising campaign with the signature "Together. Free your energies", last November.
The global campaign used the highlet.com website and a multitude of communication channels (forums, blogs, social networks and the creation of a New Wave music group, the Eyeleters) in six countries (India, France, the United Kingdom, the US, the Netherlands and Germany).
The advertising campaign also used illustrations created exclusively for Capgemini by cartoonist Ted Benoît. Benoit is credited with combining the graphic language of the Clear Line movement pioneered by Hergé in The Adventures of Tintin.