The Campaign

IN THE FUTURE is an umbrella concept that allows us to explore the many ways that technologies and innovations are driving businesses and society forward. Through this creative concept, we tell provocative future-forward stories in any content format that help position Tech Mahindra as a thought leader and game changer in the transformative digital space. In the Future is aimed at C-Suites and policy makers and essentially explores how C-Suites and policy makers can navigate the increasingly connected world. The creative idea came about through insights plus proprietary and third party research indicating how complex the world of CXOs has become and the pace of change that consumes them. We wanted to provide a trusted environment for readers to engage with sophisticated and intelligent content and help make informed decisions, subtly ensuring Tech Mahindra is seen as the enabler of such knowledge.

Creative Execution

The In the Future website is a destination for original content in the form of articles, videos and infographics, and is updated several times a month with new featured items. Original content lives alongside licensed content from the Wall Street Journal's newsroom and also featured contributors from Tech Mahindra's partners and influencers to provide a diverse and trusted content environment for readers to engage and return for more. The site lives within The Wall Street Journal's web domain and is accessed via a targeted media campaign, social amplification, syndication and client linking. Mass scale is not the KPI for this campaign, but instead it is about qualified leads and reaching senior decisions makers whose awareness of Tech Mahindra has previously been low, particularly in the target market of the US. We aim to tell the most relevant newsworthy stories and cover the topic like a newsroom would. Recently we shot a social video series at Mobile World Congress interviewing senior executives about the latest technologies we will see change our future in coming years. All content is planned ahead and follows a detailed content strategy and roadmap which drives us to produce content in line with key events in the calendar year where executives can network as these lead to business deals. Tech Mahindra reviews yearly and quarterly plans and then approval times are fast as they trust and respect the editorial standards we apply to all our content as it is produced with our audience front of mind. Our design choices in this program focus on bold red, black and white, same as Tech Mahindra for brand consistency but ensuring the unique identity for ITF is carried through in all materials. The 3 year partnership allows us to evolve and optimize as we go, deepening our partnership.