Challenge #1: Reposition Mphasis from BPO provider to digital experience leader
Gutenberg solution: As more and more companies began adopting cloud-based technologies and shifting their data online, Mphasis knew their clients’ business was poised to change. The #StayAhead campaign positioned Mphasis as a leading voice in the digital transition. Robust social media and savvy-yet-approachable blog content offered insight into everything from where the next big tech disruption might occur to sector-specific solutions so clients could make the most of Mphasis’s digital services, regardless of their industry.
Challenge #2: Overhauling the brand
Gutenberg solution: Every successful rebrand requires two things: 1) achieving brand clarity and 2) the ability to communicate that distinct vision to potential clients and investors. Gutenberg and Mphasis worked together to identify “agility” as a core tenet for their rebranding efforts—both internally, as the company shifted its own business priorities to digital services, and externally, as a touchstone for clients, so they could better navigate the swiftly changing tech landscape
Challenge #3: Boost digital signal in niche IT markets
Gutenberg solution: Typically, a major rebranding endeavor is accompanied by a broad-scale marketing campaign, with the aim of getting as many eyeballs on the new messaging as possible. But Gutenberg knew that to avoid getting drowned out in the heavily saturated Indian digital tech markets, Mphasis should remain selective about who they targeted—not to mention discerning about how to allocate resources. By identifying key sectors for growth, Gutenberg and Mphasis were able to create highly individualized campaigns across specific digital channels. This amplified the brand with a laser focus on regions crucial to the revised business strategy.
Veda Iyer
Global CMO and Head Sales APAC
Mphasis
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