After several corporate leaders and Bollywood stars threw their hat into the Indian Premier League fray, now it is time for Indian software major TCS which has logged onto the IPL mania. The software services company has tied up with Rajasthan Royals, the winner of the first IPL season, as a technology partner. Under this tie-up, TCS will provide technology to Rajasthan Royals for the next three years.

 

Explaining why TCS found it glamorous enough to associate itself with Rajasthan Royals for the IPL-2, Jayant Pendharkar, Head-Global Marketing, TCS, said that, marketing is an investment one have to make in the future. Even though these are difficult times, it keeps their brand alive in the eyes and ears of their stakeholders, he added.

 

Of late, TCS has been making its associations with hot brands like Ferrari and Ducati. TCS says it has realized that its brand has lagged behind. It has realized that its brand is not as strong and well known as say an Infosys and Wipro, and definitely not as well known as Accenture. These tie-ups seem to be a strategy to change all that.