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The launch of TCS Sustainathon in Saudi Arabia marked a bold new chapter in marketing for Tata Consultancy Services (TCS). With no direct connections to students, limited college networks, and minimal brand recognition as a B2B company, TCS faced a unique challenge: reaching Saudi youth, sparking interest, and differentiating itself in a region filled with similar initiatives. Through a dynamic, cross-media marketing strategy, we broke through these barriers, building powerful engagement channels that took our brand directly to young people in an unprecedented way. Here’s why TCS Sustainathon deserves recognition under the ‘Innovation in Cross-Media Marketing’ categry.
What is TCS Sustainathon
Established in 1968, TCS is a global IT services, consulting, and business solutions organization that believes in building a sustainable future through technology. A part of the Tata group, India's largest multinational business group, TCS has presence across 55 countries. TCS Sustainathon is a flagship competition that empowers the youth to leverage technology to solve real-life sustainability challenges. We launched TCS Sustainathon in Saudi Arabia in 2024 for the first time, around the theme ‘Sustainable Cities and Communities, which aligns with UN SDG goal 11.
Multi-Channel Strategy to Build Brand Awareness
Our approach to branding was bold and unconventional for a legacy company such as TCS. Operating almost like a startup, we leveraged every possible channel to make connections. Meta platforms such as Facebook, Instagram, and even WhatsApp were integral in reaching students. We used X for promotions when as a brand we usually limit to LinkedIn announcements, considering X’s significant reach in Saudi Arabia (It has a massive 70% usage rate in the region).
We used LinkedIn polls to finalize the theme for the event, including the voice of the locals from the get-go. We also shared regular updates from the event, bringing the sustainability message to the forefront of student conversations.
In addition to social media, we reached out to students through campus radio shows and university newsletters, ensuring our message was heard at every level. Partnerships with influential local organizations — such as the Ministry of Communications and Information Technology (MCIT), King Khalid Foundation (KKF), Research, Development and Innovation Authority (RDIA), and King Abdulaziz City for Science and Technology (KACST) — boosted our credibility. This multi-channel approach connected TCS Sustainathon to students directly, transforming what started as a B2B brand’s experimental outreach into an accessible and engaging initiative.
We gained tremendous visibility when HH Princess Nouf bint Muhammad bin Abdullah Al Saud, CEO of KKF — participated in our launch event. The involvement of Saudi royalty boosted the event’s reach, generating strong media coverage and setting a powerful tone for TCS’ mission in the region.
Women students responded strongly to TCS Sustainathon, bringing their voices and ambitions to the competition. We crafted targeted campaigns to engage young women in tech, with messaging that highlighted the power of tech careers and innovation.
The Impact
With a whopping two million impressions on social media, we were able to generate widespread interest. Despite no previous brand recognition, TCS Sustainathon saw 300+ registrations and 70+ unique sustainability solutions. The event connected us with over 27 universities across Saudi Arabia. Through this engagement, students who once knew little about TCS are now inspired not only by our brand but by the possibility of working with us.
The media response to the event was phenomenal. In a region where paid media campaigns are the norm, we received over 30+ earned media placements, with more than 10 journalists in attendance during the grand finale.
By blending social media, traditional media, and influential partnerships, we sparked interest, drove real-world engagement, and positioned TCS as a leader in sustainability, empowerment, and innovation.
Nomination Title: TCS Sustainathon Saudi Arabia: A Breakthrough in Cross-Media Marketing
