Shortlist best website:‘The speed to lead’ Tata Communications’ Formula 1 website introduced the brand to a more senior audience of business decision-makers by telling the story of how the company delivers for the world’s fastest sport at every race. Launched in February 2013, the site has already attracted over 42,300 unique visitors – most of them senior business decision makers – finding out more about Tata Communications’ ultra-fast network services.The site was designed with the busy senior executive in mind – people who don’t spend a lot of time on websites, who gravitate towards trusted brand and have little interest in technical detail. Therefore the site was built with mobile browsing in mind – focusing on the big picture with full bleed photography, concise stories and top-line thoughts.The website simultaneously extolled Tata Communications’ capabilities while reinforcing C-suite Grand Prix race event invitations. Thereafter, the site also acted as an additional touch point for key prospects and potential customers.As a highly technical, challenger brand, Tata Communications was successfully associated with the ability to accelerate businesses.