When Tata Communications unveiled its new global brand identity, ‘Together, limitless,’ earlier this year, the announcement marked what the company described as a defining moment in its 24-year journey — a move to make visible the orchestration work that has long powered enterprises behind the scenes, from Formula 1 broadcasts reaching over two billion fans to the connectivity underpinning global remote production.
To understand how that positioning translates across Asia Pacific, we spoke with Amitabh Sarkar, Vice President and Head of Asia Pacific and Japan Enterprise at Tata Communications.
Amitabh discusses the thinking behind the rebrand, the creative choices in the brand film, and what it means to build a brand when your most important work tends to happen out of sight.
Tata Communications recently launched a new global brand identity, ‘Together, limitless.’ Can you walk us through the thinking behind the shift?
Our new brand identity is driven by our customers and the world they now operate in. Enterprises today function in an environment of growing complexities — with expanding technology stacks, accelerating innovation cycles and rising expectations around resilience, security and speed.
Through extensive customer listening, we identified a defining tension: too much noise in the technology landscape and a growing need for clarity, integration and trusted partnership.
Driven by this pivot, we have now entered a new phase of transformation where our Digital Fabric is helping organisations simplify complexity and accelerate innovation. “Together, limitless” mirrors our own internal shifts — accelerating the pace of innovation across our products, sales and operations.
While our closest partners knew us as a company enabling profound transformation, the broader market’s view hadn’t fully caught up.
For years, we built our reputation on deep technical expertise, although an internal study revealed a perception gap. While our closest partners knew us as a company enabling profound transformation, the broader market’s view hadn’t fully caught up.
The brand refresh was our moment to close that perception gap and explicitly state our role. By combining our heritage of trust with a bold future-orientation, we are positioning ourselves as the indispensable foundation for an infinite digital future.
“Together, limitless” is the external reflection of our internal evolution into the strategic partner that can uncomplicate this new digital landscape. Our new brand promise reflects our ambition to play a bigger role in our customers’ growth journeys.
The brand film takes a more abstract, cinematic approach than typical B2B work. Can you talk about what led to that creative direction?
We made a very conscious decision to move away from traditional B2B advertising, which often focuses heavily on rational proof points and product features. The reality is, our customers and decision-makers are people first, and they are navigating an environment that feels incredibly noisy, busy and chaotic. We felt the most effective way to connect with them was to acknowledge that feeling on a human level.
We made a very conscious decision to move away from traditional B2B advertising, which often focuses heavily on rational proof points and product features.
The cinematic direction of the film was designed to do just that. It visually represents the overwhelming complexity of today’s technological landscape before revealing the feeling of calm, clarity and momentum that comes from thoughtful orchestration. Its narrative is about simplifying complexity, which is what we have been doing for our customers. This is a depiction of our lived reality.
Tata Communications plays a largely behind-the-scenes role in enabling connectivity and enterprise operations. What are the challenges in building a brand in that context?
Our success is in being able to deliver to our customers’ business objectives, ensuring their seamless operation, their successful transaction, their uninterrupted global collaboration. While we are incredibly proud of that role, it presents us with the core challenge of trying to build brand recognition and articulating our full value.
A brand promise only feels credible when it is backed by undeniable proof.
For example, the media & entertainment sector demands ultra-low latency, massive data movement and flawless reliability for live, global remote productions. Fan engagement depends on it. Over the past 14 years, through our long-standing partnership with Formula 1, we have demonstrated ability to power live broadcasts, remote production and global content distribution.
Whether it’s the tight street circuit of Monaco or drivers racing through the night in Singapore, we ensure every Formula 1 race is broadcast live to a global audience of 2.06 billion fans across more than 190 territories. Our impact was always real.
Our new identity is designed to make this value visible. It gives a name and a story to the act of orchestration that happens in the background, enabling us to say that the reason everything works so smoothly together is because our digital fabric is there, connecting, securing and managing it all.
How does the new identity come to life across Asia Pacific, particularly in a region with no shortage of infrastructure players?
That’s probably true for every region we operate in across 190 countries around the world. Our brand ethos is differentiated as a strategic partner who can orchestrate disparate enterprise technological elements into a unified, cohesive whole that delivers specific business outcomes.
How do you ensure a global brand platform like “Together, limitless” feels credible rather than purely aspirational, especially in a category driven by technical performance and reliability?
A brand promise only feels credible when it is backed by undeniable proof. For us “Together, limitless” is the story, but our Digital Fabric is the proof. This serves as an operational philosophy that is built on decades of investment in our global network, our deep partnerships and our technical expertise.
When you introduce a new brand identity at this scale, what changes internally? How do you ensure teams across markets are aligned in how the brand is expressed?
A brand identity at scale is less about consistency of assets and more about consistency of intent. Alignment happens when every team — regardless of market — understands not just how the brand looks, but how it thinks and behaves.
A brand identity at scale is less about consistency of assets and more about consistency of intent.
For us, fortunately, this has been our collective consciousness for a while. The brand ethos simply articulates our way of life. It helped give our work life a purpose-led brand identity. To ensure this is expressed consistently across markets, we’ve focused on two things: clarity and enablement.
We’ve defined a strong core — our purpose, our narrative, and the principles that underpin the brand — so there’s a shared understanding of what we stand for globally. At the same time, we’ve built flexible systems and tools that allow our teams to bring the brand to life in ways that are locally relevant, without losing its essence.
Ultimately, alignment comes from belief, not enforcement. By embedding the brand into how we make decisions, how we communicate, and how we collaborate, we ensure that wherever our customers engage with us, they experience the same spirit of ‘Together, limitless’.
