Tata Communications to enhance branding in India, US

Company has decided to spend 3% of its net revenue every year on branding activities

Tata Communications today said it is evaluating to enhance branding activities in India and the US and may even include Singapore and Hong Kong depending on opportunities.

"We are evaluating the opportunities in the US and India. They are our two priority countries. If a good opportunity comes up in Singapore or in Hong Kong, then we can look at it," Tata Communications Chief Marketing officer Julie Woods-Moss told PTI in an interview.

The company has decided to spend 3 per cent of its net revenue every year on branding activities.

Tata Communications' revenue from operations for 2013-14 fiscal stood at Rs 4,330 crore. It is yet to declare its annual financial result for 2014-15.

The telecom firm also plans to reach out to those decision-makers in business who do not have technology background but need communication services for their business.

"Outside India, the awareness was lower but brand received positive sentiment. As per research agency TNS, Tata Communications is currently a positive brand. When you tell people more they are predisposed to buy more from you. We are seeing in our customers, the rising influence of non- IT people in network and IT decision making," Julie said.

She said that historically the company has built the brand predominantly through PR, digital platform and the analyst programme and then chose to invest in sponsorship.

"Sponsorship is a big part of our brand building, specifically our relationship with Formula 1 and Mercedes AMG Petronas," she said.

The company recently tied up with London's Heathrow Express to wrap entire fleet of trains with its livery.

Julie said that Tata Communications strategy for India will be different from that being applied in UK.

"In India, there is a different brand challenge because our awareness is very high and there is a very reasonable knowledge about our core services. But customers know less about our new services. So my brand challenge in India is not really want of awareness. The brand platform to be used in India will probably be different from the one that we are using in the UK, where our awareness is low," she said.

The company is working on branding plan for India which it may announce in a couple of months, she said.