How Cricket Australia helped HCLTech find its ‘spark’ in brand engagement

In an exclusive interaction with Adgully, Zulfia Nafees, Senior Vice President & Global Head of Brand at HCLTech, elaborates on HCLTech’s collaboration with Cricket Australia and how this partnership aligns with the company’s overarching brand strategy. Nafees also discusses HCLTech’s talent acquisition and retention strategies, the long-term goals envisioned from its association with Cricket Australia and similar initiatives, and much more.

What inspired the collaboration with Cricket Australia for the ‘Find Your Spark’ campaign?

At HCLTech, our promise and proposition to employees is that we will help them find their career ‘spark’ through new opportunities, learning, growth, flexibility and freedom. We believe the beyond-work equivalent of this alchemy is sports. It is a universally accepted symbol of ambition, performance, passion and aspiration. So, we knew the best way to send out our EVP message emphatically would be through a sports story, and that is when we thought of our partnership with Cricket Australia (CA). The Australian cricket team is one of the most successful sports teams in the world right now, and we at HCLTech have been rated as one of the best employers in the world in numerous third-party surveys so this campaign is a great match; and that’s how it came to life.

How does this partnership align with HCLTech’s overarching brand strategy and its global aspirations?

Our partnership with Cricket Australia is not just about achieving our brand strategy goals and driving engagement across our ecosystems. It’s about using sports as a tool for cultural integration. The authenticity of the partnership is that we power many tech initiatives for Cricket Australia, creating significant opportunities to demonstrate our capabilities. Beyond our working relationship, the brand exposure we receive from being prominently displayed on the iconic cricket jersey is unparalleled. Last year’s World Cup season generated immense exposure for the HCLTech brand, further solidifying our position as a global leader in the industry.

As an organization headquartered in India, we have sought to engage with a global audience, and we have found that connecting through sports is an effective way to integrate into different cultures. Whether it’s our branding on the kit or the stadium, or our ability to provide hospitality to clients or employees at matches, it’s essential to become a part of the location in which we are looking to grow.

What media channels are you leveraging for the ‘Find Your Spark’ campaign to maximize its reach and impact?

The campaign leverages best-in-class multimedia assets, driving the narrative for ‘Find Your Spark’ forward. In addition to a central ad film featuring captains across all significant game formats, short clips of these athletes engaging in fun and insightful conversations on their careers and the sport are also a highlight. We are promoting these assets via an integrated channel strategy on both our social and digital channels. We plan to engage our target audiences through channels like Instagram, Facebook, Snapchat, LinkedIn, etc., as well as connected TV platforms and websites.

Could you shed light on the collaborative process with the agency and how their expertise contributed to shaping the campaign’s narrative and execution?

Working on this campaign was a challenge and a significant opportunity for our sports marketing team. Cricket’s immense popularity in India and HCLTech’s global recognition in the tech services industry made this an important undertaking. Our approach was straightforward: we’ve always led with our ideas, knowing that every achievement, no matter how small, can be traced back to a single spark. It’s this spark that sets our people apart. The question was how we bring this narrative to life by associating it with well-known Australian cricket players.

Our partnership with TGI Sports Australia, a global technology-led sports media company and a long-time partner of HCLTech, was crucial in realizing this vision. The agency not only conceived the idea of being ‘In the Zone’ to Find Your Spark, but also brought it to life by creating a truly unique mood board. Their responsibility extended to executing the shoot with the three players involved, bringing the concept and narrative to life.

How does HCLTech plan to implement this idea in its talent acquisition and retention strategies?

At HCLTech, we are committed to creating an inclusive work culture, where everyone’s unique talents and perspectives are valued. We empower our people to undertake exciting opportunities to collaborate with some of the biggest global brands, focusing on next-gen capabilities and skills. We provide learning opportunities at all levels, enabling our people to find their spark and embark on a long and fulfilling career.

For example, HCLTech’s MentorMe is a platform where employees, managers, and leaders unite to share knowledge and experience for mutual enrichment and development. Another example is TalentXchange, HCLTech’s first-in-class talent mobility program. It’s an AI-powered talent marketplace that helps employees search and apply for new roles and opportunities within the company. Programs like these offer internal growth and mobility opportunities based on evolving career aspirations.

Beyond brand recognition, what long-term goals does HCLTech envision from its association with Cricket Australia and similar initiatives?

Our partnership with Cricket Australia, as its Official Digital Technology Partner since 2019, is a significant milestone in our sports strategy. This collaboration has accelerated the digital transformation across the cricket ecosystem and brought us immense pride. We are committed to continuing this legacy of progress, which spans elite to community levels, participants to fans, and high performance to grassroots.

The partnership is rewarding in many ways beyond just Brand Exposure and engagement. As a technology partner to Cricket Australia, we are at the forefront of the digital transformation in the sports sector. This partnership not only allows us to connect with our customers personally through the hospitality included, but also showcases our expertise in an industry that is becoming more technology-intensive than ever. In addition to Cricket Australia, HCLTech has forged sports alliances with Scuderia Ferrari, the New York Giants, the New York Jets, and MetLife Stadium, further demonstrating our commitment to the intersection of sports, society and technology.

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