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“I will be the first ever woman in my family to pursue a career in technology.” This is what one of our participants in TCS Sustainathon Saudi Arabia 2024 shared, her eyes shining with determination at the event grand finale. She is part of a movement Tata Consultancy Services is sparking in Saudi Arabia — a movement where the youth are harnessing technology to create sustainable solutions for their communities.
Here's why TCS Sustainathon KSA stands as a prime contender for the 'Innovation in Brand Development' award: a groundbreaking initiative that not only addresses societal challenges, but also significantly contributes to building the TCS brand in an innovative manner.
What is TCS Sustainathon
Established in 1968, TCS is a global IT services, consulting, and business solutions organization committed to building a sustainable future through technology. A part of the Tata group, TCS has presence across 55 countries. TCS Sustainathon is a flagship competition that empowers youth to leverage technology to solve real-life sustainability challenges. We launched it in Saudi Arabia in 2024 for the first time, around the theme ‘Sustainable Cities and Communities, aligning with UN SDG goal 11.
Uncharted territory, Unprecedented Triumph
With the Saudi Arabia launch, we ventured into completely uncharted territory. For a B2B company, there were no existing channels for direct connections and little brand familiarity with students. In a competitive market, we asked ourselves: How could we develop TCS brand visibility and make TCS Sustainathon stand out?
Unique Branding Channels
Our approach to branding was bold and unconventional for a legacy company like TCS. Operating almost like a startup, we leveraged platforms such as Facebook, Instagram, X and WhatsApp to reach the students. We received a whopping two million impressions on social media. We also received tremendous response from the participants who made their own SM posts.
We further amplified visibility through university radio shows, newsletters, and collaboration with key players like the Ministry of Communications and Information Technology, King Khalid Foundation, Research, Development and Innovation Authority, and King Abdulaziz City for Science and Technology.
We gained tremendous visibility when Saudi royalty — HH Princess Nouf bint Muhammad bin Abdullah Al Saud — participated in our launch event, underscoring the initiative’s significance.
Breaking Boundaries and Amplifying Ambitions
Despite no previous brand recognition, we attracted 300+ registrations across 30+ universities generating 70+ innovative ideas.
A defining feature of TCS Sustainathon was the enthusiastic participation from female students across KSA. In a region where technology careers for women are emerging, this was groundbreaking.
Understanding the unique challenges faced by women, we made special accommodations: If students couldn’t travel alone, we covered the costs for their mentors to accompany them. This commitment to accessibility reflects TCS’ mission of fostering inclusion.
Aligning with Saudi Vision 2030
Our mission aligns directly with Saudi Vision 2030, which seeks to diversify the economy and foster innovation. Through TCS Sustainathon, we are helping empower Saudi youth and enabling local talent become global leaders. Our partnerships with institutions like MCIT and KKF underscore our commitment, aligning with Goal 17 of the SDGs.
A Bold New Chapter in Brand Development
Launching TCS Sustainathon Saudi Arabia was a leap beyond our typical brand development strategies. This competition is not only about sustainability but also about redefining TCS’ brand presence in the region. Students who previously knew little about TCS are now inspired not only by our brand but by the possibility of working with us.
The media response was phenomenal. In a region where paid campaigns are the norm, we received over 30+ earned media placements, with more than 10 journalists in attendance during the finale. By blending sustainability, women’s empowerment, and alignment with Saudi Vision 2030, we have set a new benchmark for brand development.
Nomination Title: Building the TCS brand and Inspiring New Generation in Saudi Arabia
