A Televised Program Campaign

How an IT enterprise company became a thought leader at the cusp of digital transformation in the world, with a carefully curated campaign by Mint


Client: An MNC IT Enterprise Company

Category: IT

Solution: Thought Leadership Campaign on Television

About the Collaboration

Back in 2018, when the world was at the cusp of a digital transformation, a multinational IT enterprise company aimed to be an endorser with a unique voice, propagating this paradigm shift in the way businesses functioned. To solve new-age business problems, the client created software-defined infrastructure, which was based on futuristic predictions for how tech companies will operate in the near future. To help the client reach its vision, Mint devised a thought leadership campaign with a dedicated microsite and a television program on CNBC TV-18, that aided the client gain brand visibility, and emerge as a thought leader in the space.

Target Audience

Enterprise Companies

IT Decision Makers

C-Suite Executives

Our Approach

The client, with a strategic focus on engaging peer IT enterprises navigating the intricacies of digital transformation, sought to provide indispensable software infrastructure for seamless transitions, such as migrating from on-premise data storage to the cloud. This encompassed not only the deployment of the client's cutting-edge software but also the provision of expert IT advisory services, a step-by-step guidance throughout the transformative process. Mint, in its judicious approach, carefully curated a thought leadership campaign aimed at cultivating trust in the client's expertise. This initiative involved the creation and dissemination of thought leadership content across various esteemed media platforms, thereby solidifying the client's reputation as a trusted authority in the technological evolution space.

Campaign Execution

Mint produced a 9-part television series about the need for digital transformation among IT companies. This talk show was cast on the very reputed news channel CNBC TV18, moderated by senior editors, with the client's CEO as one of the regularly featuring speakers, along with CEOs and CTOs of other enterprise MNCs. These programs were further amplified on a dedicated microsite hosted on the main Mint website. The content was syndicated on Mint's social media pages, Mint's print editions, making the client gain a large amount of visibility among the desired target audiences.


  • This unique thought leadership campaign was one for the books. The client climbed the ranks in the Top of the Mind hybrid IT brand, from rank 3 before the campaign to rank 2 post the campaign.
  • Every TV 9-part episode reached more than a million viewers. There were 176 promos across 40 programs.
  • Through the Mint & HT print editions, the campaign reached close to 40 Lakh English news consumers.
  • The dedicated microsite garnered a healthy 4 lakh page views with over 7.5K shares.
  • On Mint's social handles, the brand reached over 2 Million users and 1.6 Million impressions