Tata Consultancy Services (TCS) is one of the world’s most recognized enterprise technology brands. But global research revealed a persistent gap: senior business and technology leaders knew the name, yet struggled to articulate what TCS actually does, or how its innovation translates into real-world business value.
The objective of this campaign was to close that gap using social and digital storytelling—by making TCS’s advanced capabilities in AI, data analytics, and digital twins tangible, memorable, and relevant to modern enterprise challenges.
Specifically, the campaign set out to:
Formula E—and TCS’s partnership with Jaguar TCS Racing—became the proving ground. Not as a logo exercise, but as a living example of how real-time data, predictive modeling, and sustainability-driven innovation perform under extreme pressure.
The ambition was simple: if TCS technology could deliver results at 200 mph, it could earn attention, trust, and consideration from enterprise leaders navigating their own moments of transformation.
The campaign was built around a single strategic idea: Formula E is not just racing—it’s a live innovation lab.
Every lap generates thousands of data points. Every millisecond matters. The same systems optimizing race-day performance are the ones helping global organizations move faster, smarter, and more sustainably. Social and digital channels became the bridge between those two worlds.
Digital-First Storytelling
At the center was a 90-second hero film, From Track to Transformation, designed for digital and social distribution. Fast-paced race footage was paired with real-world business applications—showing how AI, digital twins, and cloud intelligence drive precision both on the track and in enterprise environments.
Platform-Native Social Content
The hero story was broken into short-form LinkedIn videos and carousel units, each focused on a single insight—virtual testing, real-time analytics, predictive modeling—and mapped directly to business outcomes across industries such as manufacturing, logistics, and life sciences.
These “One Minute Wins” were built to respect the reality of B2B attention spans: clear, specific, and immediately valuable.
Creative Execution
The integrated campaign spanned LinkedIn activations and programmatic banners executed using channel and persona insights. The visual design produced by Just Global fused Jaguar’s racing aesthetic with TCS’s precision technology story — fast, data-rich, and electrifying — supported by a global media plan that localised content for key Formula E host cities.
Global, Social-Led Distribution
Content was localized and activated across key Formula E markets, with social and digital placements tailored to regional audiences and decision-makers. The visual language fused Jaguar’s racing intensity with TCS’s precision-driven brand world—designed to stop the scroll and spark curiosity.
The result was a B2B campaign that didn’t explain technology. It demonstrated it—using social and digital channels to turn performance into proof.
The campaign delivered strong engagement across priority B2B digital channels, validating the strategy of using performance storytelling to drive understanding and consideration.
More importantly, the quality of engagement shifted. Content sparked longer view times, higher interaction, and stronger resonance with senior technology and business leaders—demonstrating that audiences weren’t just watching, but absorbing the message.
By anchoring thought leadership in a real-world innovation environment, the campaign helped reframe how TCS is perceived: not as a distant enterprise provider, but as a technology partner proven under pressure.
Milliseconds on the track became milestones in business—turning awareness into belief, and social engagement into strategic credibility.