Entry

Score

Action

Category / Wining Level

Final Score

Validated Score

Judging Score

Published

Marketing - Business to Business
(Category Winner)

PO#

#TBA04736

Payment Status

Paid

PO Created Date

2025-03-21 17:21:33

Paid Date

2025-03-21 17:22:09

Competition

2025

Season

Entry ID

TBE105259

Entry Submission Date

2025-03-21 17:07:52

Member's Name

Claudia Thorpe

Member's Email

claudia.thorpe@boost-awards.co.uk

Entry Level

Award Agent

Results Publish

Published

Private Entry

Yes

Hide Entry

Yes

Review

Entry Status

Category

View Entry Info

MC25014 - Business to Business

Title

Company

Entrepreneur/ Executive’s Name

Submission Type

Country

Client

Linkedin Profile Link

Project Description

Project Description for Judges

Question 1 : Provide a brief description / background of your nominated organizational, departmental, team, or individual circumstance. (Your response to this question will be used for public display if your entry is awarded.)

How do you stand out at an event populated by well-known industry icons? This was the challenge faced by Tata Group when we exhibited at the Farnborough International Airshow 2024.

Uniquely positioned in aerospace, the Group has expertise in manufacturing through Tata Advanced Systems (TASL), in operations and aviation technology through Tata Consultancy Services (TCS), and in passenger service through Air India. To demonstrate this end-to-end prowess and connect with every visitor – from airline CXOs to families with young children, we:
- Immersed them in the future of aerospace technology through unrivalled experience hubs. 
- Used futuristic AR/VR tech to offer virtual 3D facility tours. 
- Displayed real drones they could see and touch.
- Played interactive videos showing detailed engine components and impressive aerostructures. 
- Invited attendees on a VIP tour of Air India’s latest aircraft, livery, and amenities.
- Provided a Michelin-star culinary experience by Tata Group’s Taj Hotels.

Participation at the FIA 2024 delivered exceptional business outcomes, solidifying our position as a global aerospace leader and a key innovator in sustainable solutions. The event:
- Influenced over $100 million in deal wins, marked by landmark agreements such as a TCS-Rolls-Royce Hydrogen Engine deal and the announcement of a TASL-Airbus H125 partnership. 
- Provided a strategic platform for engaging senior leaders from 56 key TCS aerospace accounts, allowing us to foster deeper collaboration with decision-makers across the eco-system and boost the sales pipeline by hundreds of millions of dollars.
- Connected us with five leading analyst firms including Gartner, IDC, and Forrester – providing valuable insights and reinforcing our position as a trusted partner. 
- Created a media buzz, seeing us outperform entrenched companies that have exhibited at FIA for more than 50 years. Our unique offering led to 34 pieces of media coverage, with a total reach of 2.56m, and a social media campaign that garnered 2.65m impressions – offering millions of people a glimpse of what Tata has to offer in the aerospace sector.

Not bad for the ‘new kid on the block’.

Question 2 : Outline your nominated organizational, departmental, team, or individual achievements, dated 1-3 years prior, based on your selected categories.

With passenger numbers set to double by 2050 and ambitious sustainability targets driving innovation, aerospace is evolving rapidly. Tata Group sees huge opportunities to partner with leading airlines and manufacturers to shape the industry’s future.

We’re uniquely positioned in this industry, with expertise in manufacturing through Tata Advanced Systems (TASL), in process and aviation technology through Tata Consultancy Services (TCS), and in passenger service through Air India. We needed to demonstrate how our powerful solutions can be used to solve aviation and aerospace challenges.

The Farnborough International Airshow (FIA) presented the ideal opportunity to present our strengths to key players in global aerospace (Appendix-1). Our immersive experience-based approach saw us smash our marketing objectives for the show. We wanted to:
•	Exhibit Tata’s capabilities to FIA visitors, including exposing at least 3,000 individuals to TCS initiatives designed to engage the much-needed next generation of aerospace engineers. 
RESULT: Showcased the Tata story to over 11,500 visitors and positioned local TCS CSR initiatives to 5,500 young people.
•	Interact with at least three influential industry analysts. 
RESULT: Engaged with five leading industry analyst firms, including Gartner, IDC, and Forrester (Appendix-4). This provided insights into emerging trends, while reinforcing us as a trusted partner. 
•	Engage key stakeholders and secure 40 significant meetings to foster collaboration and boost the sales pipeline. 
RESULT: Engaged senior leaders from 56 key TCS aerospace accounts, with TAP Air Portugal, Gulf Air, IAG, and United Airlines all investing >1hr interacting with leadership and exploring immersive demos.
•	Create media buzz and secure 20 pieces of meaningful coverage. 
RESULT: Captured significant media attention, seeing us outperform industry stalwarts that have exhibited at FIA for more than 50 years. Our unique offering led to 34 pieces of media coverage with a total reach of 2.56million, and a social media campaign that garnered 2.65million impressions (Appendix-5).
•	Ultimately attract new business, with $50million in deals.
RESULT: Influenced over $100million in deal wins, marked by landmark agreements such as a TCS-Rolls-Royce hydrogen engine deal, and the announcement of a TASL-Airbus H125 partnership.

Question 3 : Provide examples of the strategies / plans you have introduced, in order to attain your nominated organizational, departmental, team, or individual achievements. Explain why the highlighted achievements are significant / unique.

To stand out in a crowded marketplace with many established and entrenched companies, the marketing teams from all three brands needed to work together to make a splash. Rather than just displaying solutions, we immersed viewers in the possibilities of aerospace innovation, creating the largest ‘experience hub’ at the show (Appendix-2):

1. TCS built futuristic AR/VR tech to demonstrate next-gen passenger experiences, generative supply chains, quantum computing, and sustainability-driven aviation solutions. Our industry-leading landing gear repair tool using Apple Vision Pro allowed visitors to experience using it for themselves. An Apple representative highlighted it as a unique use case that seamlessly integrated their new object-tracking feature just two weeks after its launch.

2. Whether professional engineers or aviation enthusiast families, this audience is passionate about tech, so we put the latest TASL innovation in their hands, with virtual 3D facility tours using VR headsets, real drones they could see and touch, and interactive videos showing detailed engine components and impressive aerostructures.

3. Tata regained Air India in 2022 after 69 years of state ownership. Since then, we’ve embarked on one of the most ambitious transformations in aviation history, ordering around 600 Boeing and Airbus aircraft and renovating/rebranding the existing fleet. To demonstrate this, we parked the largest aircraft at the show on the runway and invited attendees to a VIP tour, showcasing new in-flight amenities, uniforms, and premium passenger experiences.
Beyond the exhibits, our activation included several high-profile events to reinforce Tata’s reputation as a thought-leader (Appendix-3), including CEO panels and fireside chats with 14 CXO speakers from organizations such as Rolls-Royce, Honeywell, and the United Nations. Rounding out an unforgettable experience for every guest, the mezzanine floor of the pavilion offered Michelin-star culinary delights by Tata Group’s Taj Hotels.

To showcase Tata Group’s end-to-end aerospace prowess, teams from each of the three Tata brands created a unified brand campaign and group slogan: ‘Future-ready skies’ (Appendix-6). Attention-grabbing visuals projected a look and feel that resonated across physical and digital touchpoints in the purpose-built Tata pavilion.

Optional Context for Judges (Not for publication. This section is solely for judges' evaluation.)

Thumbnail

Cancel

Link List

Link	Password Protected	Display (Winner Info)
https://www.linkedin.com/posts/tata-consultancy-services_farnborough-international-airshow-2024-activity-7224741805005717504-WB5I/	No	Display
https://www.tcs.com/who-we-are/worldwide/uk/farnborough-international-airshow-2024	No	Display
https://www.youtube.com/watch?v=LRL-2PRrstY?feature=shared	No	Display

Credit List

Actions	Name	Title Organization

File List

Remove	Actions	File Link	File Size	File Link (System Resize)	File Size (System Resize)	Display(Winner Page)	Display Check
		upload/entry/files/TBE105259/15871742576888.pdf	1.60MB	upload/entry/files/TBE105259/15871742576888.pdf	1.60MB	Hide

Activity Logs

Action	Details	Performed By	IP Address	Date

Edit Entry

Score

Link List

Credit List

File List

Activity Logs