Tata Communications | Speed to lead


Tata Communications owns and runs the most powerful, global subsea fibre-optic network in the world. We were asked to develop an energising idea to capture the advantage it brought to business. And then we were challenged to generate a breakthrough creative campaign, nothing like the company had ever done before.

We went to the core of why businesses value networks. They deliver the speed to gain competitive advantage now and into the future. From this fundamental truth, the ‘Speed to lead’ was born. But then we had to build a powerful creative concept. Our creative approach was to take seemingly commonplace business contexts – an office chair, a boardroom table, a reception desk – then give them a surprising, surreal yet logical twist. Each twist was a metaphor for speed and so we brought to life the idea that the speed of Tata Communications would accelerate every facet of your business.