Over the years, Torque has worked with a wide sprectrum of ICE clients – from AirTel in Madhya Pradesh and Delhi to Bangalore, Bangalore IT.com, Asia’s largest IT fair, CyberMedia Dice, Dell Computers, e-Infochips, Korea Telecom, McData, Printronix, SourceCode, LVL7 and LG CNS, amongst others.

Dell : Addressing the Challenge

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Dell in India had two contexts:

  • The Dell that was seen to be the Global Leader though not one in India

  • The Dell that ran large offshore customer support operations of India with a large scale but with uncertain commitment.

It was essential for Dell to articulate:

  1. A) An India Story

  2. B) Engage in India-specific articulation that relates to Indian market specific dynamics

The Framework for Action

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Consistent, relevant, visible, local interactions formed the bedrock of Dell’s communication strategy in India.

India Face for Dell: Dell Spokespersons who were seen to represent Dell and the Dell value systems in India.

Articulated a larger picture of interest and strategy vis-à-vis the Indian market: Dell needed to take its bows in terms of the strong and focused commitments it is making in India.

Be a part of Indian developments: From being an active member of commercial associations to participation in budget formulation and foreign investment committees to speaking on the IT aspects of the budget.

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