CASE STUDY
MULTI AWARD-WINNING INTEGRATED MARKETING CAMPAIGN TRANSFORMS BRAND MPHASIS, A BLACKSTONE PORTFOLIO COMPANY BOOSTS MARKET CAP FROM 1BN TO 4BN.
CLIENT BACKGROUND
Headquartered in Mumbai, Mphasis offers IT consulting, and is especially known for its applications outsourcing, development and integration services. Following its 2016 acquisition by private equity giant Blackstone—the investment management company purchased its stake from Hewlett Packard for an estimated $1bn—Mphasis underwent a transformation emphasizing digital tech for government and private sector industries, including the likes of JP Morgan Chase. Mphasis teamed up with Gutenberg in 2017 to oversee its brand journey and digital transformation.
CLIENT BACKGROUND
Headquartered in Mumbai, Mphasis offers IT consulting, and is especially known for its applications outsourcing, development and integration services. Following its 2016 acquisition by private equity giant Blackstone—the investment management company purchased its stake from Hewlett Packard for an estimated $1bn—Mphasis underwent a transformation emphasizing digital tech for government and private sector industries, including the likes of JP Morgan Chase. Mphasis teamed up with Gutenberg in 2017 to oversee its brand journey and digital transformation.
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.
RESULTS
The #StayAhead campaign positioned Mphasis as a digital transformation experience leader, garnering more than 16 million impressions and a 74% increase in web traffic. Mphasis’s creative and business work was recognized with numerous awards for professional excellence, from the Hermes Creative Awards and Muse Creative Awards to the Stevie® and Golden Bridge Awards (in recognition of Mphasis CEO Nitin Rakesh). Six years into its ongoing partnership with Gutenberg, Mphasis saw an increase in size and scale to the tune of $4bn.
