Case Story | TCS

Fly simple: Making TCS the clear choice for Bombardier

14 March, 2023

The back story

Tata Consultancy Services (TCS) already had a relationship with Canadian aviation company Bombardier. When an opportunity arose to pitch for several new managed service projects, TCS approached Rooster Punk to help them craft a clear and compelling story and position them as the perfect fit.


The quest

TCS had supported Bombardier from an engineering point of view in the past, but had not yet worked with them on IT projects. Our task was to craft a story and unique look and feel for all TCS’s pitch materials to Bombardier, helping them to create a connection through a consistent, empathy-led ABM experience.





The audience

Bombardier was reshaping their entire business to be simpler and more streamlined, pulling out of commercial plane and train manufacturing to focus entirely on business jets. As part of the streamlining strategy, Bombardier’s team was looking to improve productivity and drive efficiency, while building their own aftersales capabilities so that jet servicing could be brought back into the business from outside. In order to deliver all this, they were looking for a new modern operating system to free them from an over-reliance on a single external vendor.



Bombardier was on a mission to focus their attention on core areas that could help them become number one in the business jet market. To do this, they wanted to build a new, simplified operating model that would help them become more agile and productive.


The story

Our story, ‘Let’s fly simple together’ demonstrated TCS’s understanding of Bombardier’s strategic goals, while positioning them as the IT partner who would work collaboratively to achieve them.


Creative treatment

We brought the story to life with a series of lead messages pairing ‘Fly simple’ with Bombardier’s strategic aims and TCS’s corresponding capabilities. Visually, our creative featured drone shots taken from the sky, with a small shadow on the ground in the shape of a Bombardier jet – as though a Bombardier plane was flying high overhead. This concept was supported by a simple graphical system that nodded to Bombardier’s branding and brought together all of TCS’s pitch materials with a professional and distinctive look.



Fly Simple Together, Key Visuals, TCS X Bombardier

Fly Simple Together, Creative Detail, Bombardier Global 5000 Aircraft, TCS X Bombardier

Fly Simple Together, PowerPoint Template Design, TCS X Bombardier



Our ‘Fly simple’ story underpinned all marketing content and sales conversations, ensuring they remained rooted in TCS’s clear understanding of Bombardier’s aims. This meant that the entire ABM experience consistently demonstrated to prospects that the TCS team were the right choice: people who were on the same wavelength, and who would deliver on their strategy.

Rooster Punk’s output included:

  • Story
  • A detailed video outlining TCS’s understanding of Bombardier’s strategic aims and TCS’s corresponding capabilities
  • Campaign plan
  • Design look and feel
  • Hero images and messages
  • PowerPoint template
  • Word template



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