Virtusa, the US-based global information services company founded by a Sri Lankan couple, has launched a massive brand roll-out campaign with an updated logo, brochures and a new tagline ‘Accelerating Business Outcomes’, designed to reflect the company’s world class technical services.

Doug Mow

In an interview with the Business Times last week, Virtusa’s Senior Vice President of Marketing Doug Mow said the company is not only offering customers help in overcoming technical challenges but is now focusing on advising customers on how to improve their business. “We are in the exercise of putting a new face on the company,” Mr. Mow said. “The image on the outside didn’t reflect the talent inside. It was dated and it wasn’t current.”

The ‘Virtusa Now’ campaign is a three week internal campaign where the first phase is designed for the company’s employees. Mr. Mow said the new ‘lean’ logo reflects the company’s ‘lean’ capabilities. “It is more modern, lean and sleek. The visual impression now matches the company and it is a more effective communications tool for opening new markets.” Virtusa is also putting a heavy emphasis on public media such as Facebook and Twitter as part of their brand roll out strategy.

The next phase of the brand roll-out is to continue with the internal educational campaign for the employees. Virtusa is mainly focusing on markets in the European Union, India, the Middle East and Sri Lanka. “The end of the war is a good thing,” said Mr. Mow who is based in Boston, Massachusetts in the US. “There is a huge amount of potential in the country. It is underdeveloped but the influx of foreign investment is going to go up. The money to be made here is too great.” He added that the economy will bounce back. “Investing is the right thing to do.”

Mr. Mow said profitability for the company has been on target although the company had to lay off some employees in 2008 in anticipation of the global financial crisis. “There were some layoffs,” he said. “It is a public company and our primary responsibility is to the shareholder and then to the employees. The economy was as bad as it has ever been but we had to do what was necessary while at the same time, minimizing the impact on employees.”