Gutenberg: Celebrating 20 Years
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From Local Powerhouse to Global IT Giant, Wipro’s Meteoric Rise from $700M to $7B with Strategic Global Marketing 

From Local Powerhouse to Global IT Giant, Wipro’s Meteoric Rise from $700M to $7B with Strategic Global Marketing 


Wipro [NYSE:WIT], a rising star in the IT services industry, faced a crucial challenge in the early 2000s – establishing global visibility. While recognized as a leader in India, Wipro remained relatively unknown in the U.S. and U.K., hindered by negative perceptions of the outsourcing industry and an indistinct brand image. 


Gutenberg’s strategy focused on positioning Wipro as the voice of the “India Rising” story. Recognizing India’s emergence in the global technology services sector, we established consistent corporate messages tailored to each market. Emphasizing Wipro’s expertise beyond its services, we adopted a vertical-specific approach with U.S. and U.K. media and secured a steady rhythm of feature stories and industry commentary in India. High-profile speaking forums, awards, and events played a critical role in Wipro’s thought leadership program. 


Challenge #1: Limited Visibility in the U.S. and U.K

Gutenberg solution: In addressing Wipro’s limited visibility in the U.S. and U.K., we strategically leveraged the prominence of India’s technology services sector. Recognizing this sector as a catalyst for India’s global emergence, we positioned Wipro as a credible source on crucial global business and economic themes. Our approach involved meticulous planning and execution, emphasizing the depth of Wipro’s capabilities in navigating complex global landscapes. To achieve this, we established a series of consistent corporate messages, carefully tailored to resonate with the unique dynamics of each market. This ensured that Wipro’s narrative effectively communicated its role as a significant player in shaping the global technology services landscape, thus elevating its visibility and credibility among stakeholders. 


Challenge #2: Negative Perceptions and Media Indistinctness

Gutenberg solution: To address negative perceptions and media indistinctness, we initiated a strategic shift in focus, moving away from Wipro being perceived as a mere “vendor.” Our approach involved showcasing Wipro’s profound expertise through a vertical-specific lens, highlighting the depth and breadth of its capabilities. By building robust relationships with media outlets and influential organizations, we meticulously curated opportunities to showcase Wipro’s leadership. This proactive engagement allowed us to redefine Wipro’s narrative beyond conventional outsourcing discussions. Through thoughtfully curated stories, we presented Wipro as a strategic partner, distinguishing it from competitors. The result was a transformation in how Wipro was perceived in the media, establishing a distinct identity that resonated with its expertise and leadership. 


Challenge #3: Competing in a Tight Media Race in India

Gutenberg solution: To overcome the challenge of competing in a tight media race in India, we embarked on a multifaceted strategy to shape Wipro’s image beyond being solely associated with the “Richest Indian in India.” Our thematic communications during earnings conferences were carefully crafted to spotlight Wipro’s business achievements, focusing on its broader impact beyond individual wealth. Simultaneously, we strategically targeted media exposure for Wipro’s leadership team beyond Azim Premji. By identifying and promoting diverse spokespersons within the organization, we ensured a balanced representation of Wipro’s capabilities. This multi-pronged approach also included creating a compelling narrative that went beyond conventional stories, allowing Wipro to tell its comprehensive story of innovation, growth, and impact. Through these efforts, we successfully positioned Wipro as a dynamic and influential player in the Indian business landscape, breaking away from conventional perceptions and gaining sustained media attention. 

Media Coverage


Over a 7-year program, Gutenberg exceeded media targets, positioning Wipro in 100% of U.S. and U.K. business publications, and mainline Indian outlets. This included prestigious publications such as The New York Times, The Wall Street Journal, Forbes, The Economist, Times of India, and more. High-profile speaking engagements and awards reinforced Wipro’s thought leadership. The strategic approach allowed Wipro to grow from $700M to $7 billion in revenue, establishing itself as an IT services market leader.