Wipro initiates new branding exercise, launches Wipro TV

The country's third largest information technology (IT) services exporter, Wipro, has launched Wipro TV as part of its branding initiative. The channel will air white papers by the company and content developed by other television channels about the company's leadership.

The initiative, which was launched a few months back, is an online conduit of the company's views from its senior leadership, news videos, customer speak and research videos.

"Wipro TV was launched around six months ago. The idea behind the channel was to create an online conduit for our senior leadership to share views, best practices on business topics that can help clients in their business strategies," said Rajan Kohli, chief marketing officer, Wipro Technologies.

"The channel has been one of the most frequented online properties of Wipro and the target audience for this initiative is clients, media and analysts who cover technology," Kohli added.

The IT major is known for its novel ways of marketing. For instance, a few years ago, the

company turned to virtual marketing to reach out to its customers through its virtual networking website Second Life and uploading videos on YouTube as a primer to information put up on its own website.

The company said over the last five years, the marketing budget has been increased in line with the growth. In this quarter, Wipro expects the marketing budget to grow by 3 to 5 per cent.

Though Kohli said it was very difficult to judge the impact of thought leadership activities in a short run, Wipro is tracking the impact as part of its brand audit.

Moreover, it is also developing localised messages and campaigns for markets like Germany and France. "We are spending disproportionately higher on markets like these and Latin America from a sales point of view to establish the brand there," said Kohli.