The third dimension was to deliberately choose partnerships which have an always-on dimension to their presence and not a flash-in-the-pan approach. Tennis is a sport that covers all markets, starts in January and goes on all the way into the vertical. When you look at Madison Square Garden, it’s activated across the year. You look at the four publications, and they focus on our markets, our target group, activated across the year.

The other one I didn’t mention was what we do with MIT. The idea simply was that there’s so much chaos around the cloud globally, and people are looking for answers on how to really leverage the cloud to their advantage. We set up this platform called “Cloud Chaos to Clarity.” The idea simply was that [by using] MIT’s deep research capabilities and our capabilities on practically executing cloud capabilities for our client, how can we actually create a destination that provides adequate insight and adequate learning for the community at large? So that’s what MIT and Infosys have been doing under the banner of Cobalt and is now in its third year.