How commotion helped TCS win a multi-million pound deal with Virgin Atlantic
You’ve got 3 minutes to win a multi-million-pound pitch. What do you say?
That was the challenge facing TCS. (Tata Consultancy Services)
Virgin Atlantic was reviewing its strategic partners — and after 20 years together, TCS had one shot to show they weren’t just the safe choice…
They were the only choice.
The video had to land fast. No fluff. No filler. Just sharp messaging, smart structure, and a story that would stick.
That’s where we came in.
We started with a window.
Not just any window - an airplane window.
It became the centrepiece of the video. A metaphor with two jobs:
- Perspective - the big-picture thinking needed to modernise aviation
- Precision - the technical detail that makes every system work together
The logic being that in order to sit there and look out that window, so many technical details have to be right, and TCS can do both the big picture strategic thinking and the nuts and bolts technical implementation.
It was crucial that this video wasn’t just about what TCS does. It was also about how they think.
About proving they could help Virgin Atlantic fly smarter, leaner, and further with AI and agile systems.
From legacy to lift-off
The story centred on transformation.
From legacy tech to cloud.
From static systems to dynamic operations.
From traditional workflows to AI-led solutions.
We leaned into what mattered:
- TCS’s Ascent program and its vision for intelligent airline operations
- Real-world outcomes that feel human, not corporate
- Momentum — this wasn’t a look back, it was a leap forward
The build - polished, but not pretentious
We kept the production tight:
- British female VO to match Virgin’s tone
- Subtle motion graphics to frame the messaging
- Talking heads that added clarity, not clutter
- All wrapped up in under 3 minutes
This wasn’t a showreel.
It was a deal closer.
Oli Byers, Chief Financial Officer, Virgin Atlantic, said, "We exist to make our customers smile, it’s that simple. As we look ahead to this next phase of our digital transformation, technology will enable us to deliver smarter, simpler, and more memorable experiences. TCS has been a partner for more than two decades and together we’ll continue to build towards our vision of becoming the most loved travel company, powered by AI technology to modernize our systems, drive efficiency and deliver for our customers.”
The result?
TCS won the pitch.
The partnership was extended.
And the deal? Worth multiple millions.
For us, it's proof of something we believe deeply:
👉 Video doesn’t need to go viral.
👉 It needs to drive outcomes.
Whether it’s getting buy-in, building trust, or closing deals, the right video, at the right moment, makes the difference.
Amit Kapur, Country Head - UK & Ireland, Tata Consultancy Services said, “At TCS, we believe being perpetually adaptive is a necessity in today’s dynamic business landscape. Our two-decade partnership with Virgin Atlantic is a testament to a shared vision. By combining our deep aviation expertise with advanced capabilities in data, AI, and engineering, we’re helping Virgin Atlantic build intelligent, scalable digital ecosystems and redefine the future of travel.”
What we did:
- Creative concepting, coming up with the narrative and visual structure
- Full interview and B-roll production on location
- All motion graphic design and execution
Sources:
Virgin Atlantic extends partnership with TCS to modernise airline operations
