HCL Technologies latest Ad campaign

HCl has launched a new ad campaign for themselves in order to boost their poor brand value in India. Some time back HCL had created a brand campaign in which they foolishly tried to project that an HCL guy is cooler than an investment banker and was one of the most smug, cocky ad campaign I ever saw. This time they are back with an extension of the i-banker ad campaign and their positioning "Technology that touches lives" with a difference that they focussed more on highlighting HCL's achievements rather trying to prove that an HCL guy is superior. I haven't been able to figure out why the HCL guys are trying to portray themselves as so smug this is not helping their image a case in point being their reputations in top Bschools in India where despite offering whopping salaries of 15-16 lakh they end up being day5 or slot 2 kind of companies and that really highlights their brand image problems. Last time they also did a viral campaign to promote themselves lets see what are they upto this time for the moment enjoy the ad