"Technology that touches lives." - HCL Touch Technology Campaign Campaign essence Technology is the heartbeat of HCL. In 2005, we showcased our expertise in technology through the "Talking Numbers" campaign using the voices of 0 & 1, the building blocks of the binary universe. Though technology on its own is just an enabler, its power can be felt when one sees the immense impact it has in various walks of everyday life. This, for us, became the road ahead. We set out to show our stakeholders, across the globe, the width and depth of our technology, and its ability to touch lives everywhere. Technology that touches lives The brief was simple - show the reach and importance of our technology in everyday life. The hard part was making it brief, 60 seconds to be precise. Then, suddenly, a light bulb sparked to life. The idea was to see the world from the eyes of a common man, someone who isn’t completely aware of our presence. But as the film unfolds, he finds out that we are almost everywhere, and that many of the things that he took for granted are in fact powered by our technology. In order to initiate this process and give the brand a face, a protagonist was introduced - the HCL employee. And thus the ad becomes a chance encounter of two people from different ends of the same spectrum. It’s the story of - The Hitchhiker. And the campaign became the "Technology that touches lives."

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