HCLTech’s employer brand promise was Find Your Spark — the idea that inside every technologist is a passion waiting to be ignited, and HCLTech provided them with the means to do it.

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On World Music Day 2023, we decided to prove it.

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We went looking for musicians hiding inside HCLTech’s workforce. Engineers, developers, analysts who happened to play. We found them. We brought them together, helped them write a song, and shot a music video that was entirely, authentically theirs.

My idea. My brief. My production.

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Then the song needed a keyboardist and a bassist.

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I played both.

 

It’s one thing to have an idea about music. It’s another to be called upon to actually play on it. This campaign sits at the exact intersection of everything I am - a creative director who genuinely lives the thing he’s selling.

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The campaign won Gold at the Rally Awards for Employer Brand — one of the most respected platforms in the category. But more than the award, it did what the best employer brand work does: it made the promise feel real, because it was.

 

Awards

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Gold — Rally Awards for Employer Brand

 

Concept and creative direction: Abhimanyu Prathap.

Keyboards and bass: also Abhimanyu Prathap.