JOSH in Hindi means passion. We are passionate about crafting compelling propositions for winning bids. We excel in that. That’s our mojo.

Pursuit Marketing for IT/ITES industry

Highly specialized marketing and communications consulting for winning bids. From nailing down the key messages, conceptualizing an arresting visual identity for the bid to crafting responses that reinforce the value proposition of the solution to thinking activations that create the wow factor for the brand, our pursuit marketing program helps IT organizations position themselves distinctly and create differentiating campaigns right from the RFI/RFP stage through due diligence, playing a key role across the lifecycle of the bid.

Consulting Services

  • Message Map/Message Framework
  • Bid Visual Identity (with stationery templates)
  • Stakeholder Analysis
  • Competitive Analysis
  • Sales Presentation
  • Management/Executive Summary
  • Videos (Explainer Video/Sales Video/Testimonials)
  • Client Success Story (Client Reference/Client Case Study)
  • Delivery Centre Visit Experience (All key touch points)
  • Reference Visit Experience (All key touch points)
  • Bid Microsite (Content/Design)
  • Sales Battle Card
  • Client Meeting – FAQs
  • Documentation Support (PPT/Word doc/iPPT & iPDF)
  • Editing & Proof Reading (US and UK)
  • Bid Newsletter


About Us

We are passionate professionals with over 35 collective years of Global Marketing & Communications experience at various leading IT/ITES organizations. We have crafted winning propositions across verticals and horizontals aimed at some of the most sought after brands.



We are strategic and tactical. We can write as well as design. We can plan and also execute. We have strong understanding of IT/ITES industry. Having travelled extensively and worked with diverse sales teams on complex multi-tower deals in must win accounts, we comprehend the fine nuances of this evaluation exercise and what it takes to WIN. Most of all, we LISTEN. It is critical to capture the customer need and encapsulate what the sales teams want to communicate effectively and we do just that.

Pursuit Marketing is all about showing the customer ‘Why YOU?’ Why should they choose YOU over the others out there? We will help you answer that question with some discovery and have fun along the way! We assure you that it will be a rewarding experience.


Jose brings over 20 years in corporate marketing and communications. Before deciding to become an entrepreneur, he was with India listed Prime Focus, the world’s largest technology and creative services provider to the media & entertainment industry, as Senior Vice President and Chief Marketing Officer.

Prior to that Jose was working at French IT major Capgemini where he led Global Marketing’s offshore organization and co-led Account Based Marketing (ABM) function for top 40 key accounts. His earlier stints include iSOFT (now part of Computer Sciences Corporation), Satyam Computer Services (now Tech Mahindra) and Hexaware Technologies.

Jose holds a master’s degree in Journalism and Mass Communications and has done an executive program in Strategic Marketing Management from Stanford University’s Graduate School of Business.


Jose Kunnappally




Client: British telco

Bid Value: GBP 43 MN

Opportunity: Testing

What we did: We were engaged from the RFI stage so we got the opportunity to do account conditioning through timed release of success stories, mailers and press releases on our Testing capability. We developed key messages and win themes, undertook competitor & stakeholder profiling, along with a disruptive visual identity. We put together delivery center visit experience with multiple tactics and touch points that showed them our passion and commitment like no other. The client took notice and appreciated the distinct bid marketing. We won.


Client: Swedish home appliances major

Bid Value: EUR 76 MN


What we did: For the client, this global SAP roll out was for achieving business efficiency. We undertook multiple tactics like stakeholder analysis to understand key decision makers, developed a powerful visual identity, team book, factory videos and executive summary reinforcing transformation and collaboration as key drivers for achieving business efficiency. We won two of the six work packages.


Client: German utility player

Bid Value: EUR 92 MN

Opportunity: Application Development and Maintenance

What we did: The utility player has been an account for over a decade but client perception of service provider was that it was a local entity and not a global player. In actuality, the service provider is a billion-dollar global company. We crafted a video showcasing how global the service provider is and their sector credentials. Powerful visual identity and key messages and a crisp executive summary along with solution video helped clinch the deal.


Client: South American alcoholic beverage brand

Bid Value: USD 38 MN

Opportunity: Oracle

What we did: New client but a win would mean tremendous traction in LATAM. Delivery Excellence was the key driver and we helped build a powerful visual identity for the bid and key messages to align with it. Since the client was LATAM based, we put together a Spanish version of the collaterals as well. The client loved our approach, but we lost to the incumbent.


Client: American media & entertainment company

Bid Value: NA

Opportunity: Account Conditioning

What we did: We secured a high-level meeting after a lot of effort. It was the client's 10th anniversary year but they did not realize it until meeting us. We created a visual identity – a play with their mascots (characters of their IP content) and a strong message reinforcing innovation and partnership. We also ordered custom made cup-cakes that aligned with the visual identity for them to celebrate their anniversary – this really surprised them. We worked on the sales presentation and case studies. Our in-depth stakeholder profiling helped understand each one in the room better and craft interesting conversations. 



TC - 12/78-15, Level One, Capital Heights

PMG - Plamood Road

Thiruvananthapuram - 695 004

Tel: +91 471 2306643

27/1493 (J), East Suite

Koithra Arcade, Koithra Road

South Panampilly Nagar

Kochi - 682 036

Tel: +91 484 2322643