Tata Consultancy Services São Paulo, Brazil 2025 Sponsorship · Brand Experience · PR

Where technology
meets the track —
and the city

How I led all communications strategy for TCS's brand experience activation at the São Paulo E-Prix 2025 — a multi-channel campaign that turned a Formula E sponsorship into $11.4M in earned media and a client hospitality experience unlike anything else on the calendar.

$11.4M
Estimated PR value generated
92
Media mentions across 6+ outlets
77
Published articles
28K
Social media impressions from 2 posts
01

Context & The Tata Connection

My role
Full communications lead — social media, internal comms, creative briefing, client invitations
Event
São Paulo E-Prix 2025 — ABB FIA Formula E World Championship
Sponsorship context
TCS is the official technology partner of Jaguar TCS Racing — both part of the Tata Group
PR value source
Calculated by external PR agency · R$57.8M (~US$11.4M USD)
Sponsorship activation Brand experience PR & earned media Social media Internal comms Client hospitality Creative briefing

TCS and Jaguar Racing are both part of the Tata Group — one of India's largest conglomerates. That relationship makes Formula E more than a sponsorship: TCS is the actual technology partner powering Jaguar's racing operation, providing the engineering and data infrastructure behind the team's performance on track.

When Formula E comes to São Paulo, TCS Brazil organises a private hospitality activation — a camarote — for its most important clients and senior stakeholders. It's where the abstract idea of "TCS as a technology innovator" becomes something a client can feel, touch, and experience in person.

My role was to own every communications touchpoint around that experience: the client invitations, the internal communications mobilising TCS associates, the digital campaign before and during the event, and all creative briefing for the activation's communications assets.

"Formula E in São Paulo is TCS's most powerful brand experience moment of the year — where innovation isn't a slide in a deck, it's a 250km/h electric car on the streets of the city."
02

The Activation

The TCS camarote was designed to be the most memorable hospitality experience at the circuit. Not just a corporate box with a view — an immersive environment that mixed Brazilian culture, premium hospitality, and a visceral demonstration of what TCS technology actually does.

🏎️

Racing simulator

Guests could experience a professional-grade driving simulator — putting them as close as possible to what TCS technology enables on the actual track. A tangible, memorable demonstration of the sponsorship's meaning.

🎭

Brazilian cultural experience

Performers dressed in carnival-inspired costumes brought the energy of Brazilian culture into the activation — a deliberate choice to make international clients and guests feel the spirit of São Paulo, not just a generic corporate event.

🤝

Client & prospect engagement

TCS associates were briefed to engage clients and prospect new relationships during the event. The activation created the conditions for meaningful business conversations — relaxed, experiential, high-energy — rather than formal pitch settings.

03

Communications Strategy

My job was to make the activation feel significant before it happened, during it, and after — so that people who weren't there wished they had been, and people who were there remembered it clearly. That required a coordinated campaign across four distinct communications tracks running in parallel.

1

Client invitations

Wrote and managed the client invitation communications — ensuring the tone matched TCS's premium positioning while conveying the excitement of the event. The invitation itself was a first brand touchpoint, and it needed to feel like something worth opening.

2

Digital campaign

Led the full social media strategy across TCS LATAM LinkedIn and Instagram — pre-event anticipation content, live event coverage, and post-event amplification. Two posts generated 28,000 impressions, demonstrating that quality and timing matter far more than volume.

3

Internal communications

Produced the internal newsletter campaign briefing TCS associates on the activation, the sponsorship narrative, and how to talk about TCS's role in Formula E with clients. Associates attending needed to be brand ambassadors, not just guests.

4

Creative briefing

Developed all creative briefs for the communications assets — ensuring message consistency across the invitation, digital content, and internal materials. Every touchpoint told the same story: TCS as the technology partner making innovation tangible.

04

Media Coverage

The PR strategy generated coverage across technology, business, automotive, and mainstream Brazilian media — reflecting the multi-dimensional nature of the TCS Formula E story: technology innovation, motorsport, sustainability, and Brazilian business all in one.

TecMundo
Technology media
Forbes Brasil
Business media
IT Forum
Technology / enterprise
AutoRacing
Motorsport media
+2 outlets
6 total media outlets
77 articles
Total published pieces
05

Results

PR value
$11.4M
Estimated earned media value (R$57.8M), calculated by external PR agency — across 77 published articles and 92 media mentions in technology, business, and motorsport press.
Media mentions
92
Across 6+ outlets including Forbes Brasil, TecMundo, IT Forum, and AutoRacing — spanning technology, business, and automotive verticals. A broad media footprint for a single activation.
Published articles
77
Individual pieces published across outlets — reflecting the depth of editorial interest generated, not just social amplification or press releases picked up verbatim.
Social impressions
28K
Organic LinkedIn and Instagram impressions from just two posts — demonstrating that well-timed, high-quality content around a live event consistently outperforms volume posting.
PR reach (BRL)
R$57.8M
Total earned media reach in Brazilian reais — equivalent to approximately US$11.4M, representing the advertising value of all coverage generated by the activation.
06

What I Learned

I

Experience is the most powerful content

The simulator, the carnival performers, the energy of a live race in the middle of São Paulo — these created moments that no social post could manufacture. My job was to capture and amplify those moments, not compete with them. The best content I produced was the content that got out of the way of the experience and let it speak.

II

Two posts can outperform twenty if the moment is right

28,000 impressions from two posts isn't a volume strategy — it's a timing and quality strategy. Live events create a natural amplification window where audience attention is already high. Publishing the right content at the right moment in that window is worth more than any amount of scheduled posting.

III

Sponsorship value is made, not given

A logo on a car generates nothing on its own. The $11.4M in PR value came from the communications strategy around the sponsorship — the stories told, the media relationships cultivated, and the activation that gave journalists something worth writing about. The sponsorship creates the opportunity; the communications work creates the value.

IV

Cultural resonance is a strategic choice

Bringing carnival performers into a Formula E hospitality box was a deliberate decision to make the event feel Brazilian, not corporate-international. That decision changed how guests experienced the space and gave the activation a story worth telling. The best brand experiences are specific to their context — not transplanted from a global template.