TCL India : Rewriting the Narrative from “Another Chinese Brand” to Global Innovation Leader

In India’s hyper-competitive consumer electronics market, TCL faced a deep-rooted perception challenge. Despite being a global technology leader, the brand was widely seen as just another Chinese brand—competing primarily on price rather than innovation.

The launch of TCL’s advanced Micro LED TV technology presented an opportunity to reset this narrative. The challenge was not awareness, but belief—to reposition TCL from a commodity-led perception to an innovation-driven technology leader at a national scale.

The objective was clear: make Micro LED the proof point of TCL’s innovation leadership in India—through credibility, relevance, and a unified national story.