A strategic brand refresh
What happens when a brand with world-class capabilities doesn’t have a story to match? In an increasingly competitive market, L&T Technology Services (LTTS) knew their brand needed a makeover to fit their ambitious vision. That’s where MOI came in.
The not-so-B2B high spot: Leaning on culture as a competitive differentiator.
The context
Despite being a $1.2B global ER&D powerhouse, LTTS knew they needed a refresh if they wanted to keep pace in a market shifting toward digital-first innovation. Their voice was rational, functional… and completely forgettable. To connect with modern decision-makers, they needed to shift perception and build a brand as bold as their vision.
The challenge
This was more than a cosmetic refresh. Internally, the LTTS story was fragmented, with inconsistent messaging spanning 11 industry verticals, no clear segmentation or structure, and content that failed to resonate with non-technical stakeholders. In a category dominated by rational, left-brained messaging, LTTS sought to emotionally connect. But first, they needed to unify internal teams and uncover what differentiates their brand within the crowded global market.
The solution
MOI identified that what makes LTTS unique isn’t what they do or why they do it. It’s how they do it. Their unique internal culture and “Engineer at Heart” mindset is their core differentiator. This became the backbone of LTTS’s new brand proposition: Purposeful. Agile. Innovation. More than a tagline, it encompasses how LTTS is “Engineering the Change” the world needs to see, with their mindful, human-centered approach, adaptability, and commitment to designing solutions for transformative impact.
The results
Although the full external rollout begins in Q2 2025, early results are already exceeding expectations:
20.5%
increase in MQLs
10%
growth in website traffic
285%
urge in LinkedIn ad clicks
313%
increase in LinkedIn ad impressions
3.65
million organic impressions from employee posts
50
brand ambassadors recruited in six weeks
“The impact has been transformational. This campaign has aligned our teams, elevated our market presence and laid the foundation for scaling our next phase of growth.”
Samir Bagga, CMO at LTTS
