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3D marketing

For chief marketing officers like Jessie Paul of Wipro Technologies, the global IT arm of soaps-to-software conglomerate Wipro, the biggest challenge may lie in convincing a customer in faraway locations to send work to its swish development centres.

Rahul Sachitanand | Print Edition: Nov 18, 2007

For chief marketing officers like Jessie Paul of Wipro Technologies, the global IT arm of soaps-to-software conglomerate Wipro, the biggest challenge may lie in convincing a customer in faraway locations to send work to its swish development centres.

Traditionally, companies like Wipro have relied on savvy marketing folk like Paul to sell their low-cost, high-quality proposition to companies across the globe; and have relied on ubiquitous PowerPoint presentations to make their case. Now, Paul believes she has found an edge over her competitors as Wipro looks to transform itself into a global tech giant.

“We have to look beyond the traditional tools to stay relevant in a fast-changing industry,” says Paul. She says her trump card in this direction is Wipro’s Innovation Isle on Second Life, a 3D online world started by Linden Lab and ‘inhabited’ by nine million people from some 100 countries around the world. These residents build virtual communities around diverse topics such as homes, nightclubs and stores. The Innovation Isle was created by Wipro’s Gaming and Animation Practice.

Wipro has become perhaps the first Indian company to add its name to this popular virtual world by setting up a model offshore development campus, complete with tours of office cubicles, security enclosures and recreation areas to give both prospective employees and customers an almost first-hand feel of the company’s physical infrastructure.

Aside from just acting as a 3D tour of Wipro’s facilities, the company hopes that this online presence will act as an incentive for more prospective employees to plump for the firm. “We will allow them to submit their CVs virtually and even take a look at what a day at work in Wipro is like,” explains Paul. Prospective candidates will be able to submit their resume at Wipro’s virtual campus.

Initially, limited to Wipro BPO, the e-recruitment initiative will later become an integral part of Wipro’s recruitment drive. Then, Wipro plans to use Second Life to collaborate with customers and partners and host virtual conferences. The hub will also serve as a virtual learning campus to grow the creative talent of Wipro.

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