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Butter paper
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© Copyrights Reserved by ET Edge
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From the Editor’s Desk
Sometimes brands are redolent of the times that we live in. The sense of agility,
innovation, and sustainability is an insignia of the times that we live. Brands in
that sense act as zeitgeists. Often, brands espouse a prescient sense of how the
market is likely to change or shift. The most effective brands not only resonate
with their customer base but spearhead change and innovation.
Today, as economies open up in a world scarred by the pandemic, business
dynamics have changed significantly. Most organizations have been stuck in a
reactionary mode, but there are exceptions to the rule. There are brands that
have led the way, found opportunities within the crisis, and thrived despite the
looming uncertainties.
There is certainly a method to the madness when it comes to these brands that
have consistently built a powerful market presence. They have changed with
the times without changing their core values and have sparked a renaissance
in the industry that they are a part of. In consequence, amidst the changing
tapestry of geopolitical conditions, market dynamics, and shifting consumer
behaviour, such brands have remained consistent.
The biggest challenge has been with consumers who have espoused a
preference for brands that have a strong presence online. As such, brands
have been held to a much higher standard and the emphasis has been on
sustainability and value creation.
We take a look at how brands, in an era of tremendous unprecedented change,
have dared to stand out and stick with their values, remained authentic, and
steadfast in the face of disruptions. Most of all these brands have depicted that
Darwinian quality of adapting seamlessly without customers facing hassles. This
has often meant going back to the drawing board, reimagining business and
consumer approaches, and leveraging innovation for better value engineering.
Yours sincerely,
Editor-in-Chief
About ET Edge
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business knowledge through strategically developed conferences and summits.
Foreseeing the tremendous potential which India has in store, ET Edge strives to
bring together visionaries and key global leaders through its enriched knowledge
platforms to aid the symbiotic relationship societies and businesses share.
We aim at channelizing global business intelligence vide summits and conferences
through fortifying lectures, workshops, panel discussions, roundtables and case
studies. The forums would ensure that the senior decision makers are equipped
with information to respond to challenges being faced from a global perspective.
We have substantial expedients for the business & visualize it taking mammoth
proportions while developing into a one stop destination for the stalwarts of the
industry. The plan is to formulate a focused holistic solution for key sectors which
contribute largely towards the GDP of the nation.
Extensive market research with core practitioners, experts, leading trend setters
and policy makers is conducted to ensure that these platforms are unparalleled
in the vertical they cater to. Visionaries and industry leaders contributing as
speakers will only ensure that these platforms set themselves apart. Our delegates
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gatherings with their crucial insights and vast experience.
Retail, e-Governance, Real Estate, Infrastructure, Healthcare, Education,
Technology, Rural & BFSI are some of the key sectors around which
ET Edge aims to develop knowledge destinations.
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About The Economic Times
Best Brands 2022
The business world has seemingly found itself on the precipice of
unprecedented change. Most businesses have been forced to cope with the
tremendously shifting business landscape. The confluence of geopolitical
, socio-political, and health challenges has led to the inception of a new
world order.
A cognizance of never settling for business as usual and emphasizing on
agility, innovation, and resilience has instilled a stronger business DNA. In
many ways, it is the brands that have reflected these changes and have created
a broad new canvas for industry and commerce. The dust hasn’t quite settled
yet in a world scarred by the pandemic and brands today are already finding
themselves measured against a significantly higher standard by consumers.
The brands chronicled in the pages ahead are sparking an ecosystem of
change. They are exemplifying innovation and value-engineering to take
industry and commerce to new heights. Brands today also realize that there
is a cost to success and they must carefully balance innovation with global
business risk to create a sustainable business.
The slew of these changes has led to the inception of an exciting new
business dynamic that is more user-centric than ever before. With dwindling
user attention spans and a focus on phygital experiences, the approach to
branding too has changed. Some of these changes are subtle and others
are drastic. In many ways, going digital has levelled the playing field and
forced brands to innovate. The mandate for business and branding today
has become more exciting in that sense as the business canvas has become
broader with a plethora of digital mediums and outreach.
In this coffee table collection, we take the opportunity to chronicle some of
the most influential brands that have created a discernible market impact. We
look at have they will carve a new epoch for their respective industries while
shedding light on keen insights in the pages that follow.
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(L to R) Yatin Shah, Co-founder, 360 ONE and Karan Bhagat, Founder, MD & CEO, 360 ONE at the press conference of 360 ONE's brand relaunch.
and spirit, change champions, people-oriented, rigorous, purpose has remained the same since 2008: Performance
BRAND and risk-conscious. With 27 domestic and international Plus. It’s the long-term performance we deliver to client
portfolios through various market cycles. Plus is the
locations, 360 ONE Wealth resonates with HNIs, UHNIs,
Early Stages rising affluents, including the next generation. Our brand personalized care we take of each client.
We began our journey as IIFL Private Wealth Management
in Mumbai in 2008 as part of IIFL Group. Looking back,
we could not have had a more opportune start. With
values such as simplicity, modesty and client-centricity at
our core, over the last 14 years, we have evolved into a
brand offering wealth management, asset management,
lending solutions and estate planning services. In 2019,
we demerged and listed as a separate company on the
stock exchanges. Now rebranded as 360 ONE Wealth, our
new name states our approach to advice and service.
Present-day
BRAND
PLATFORM
Our brand makes us synonymous with offering holistic
wealth management services. Our values revolve around
client-centricity, entrepreneurship, being right in letter 360 ONE captures our commitment to clients: Anirudha Taparia, Co-Founder & Joint CEO, 360 ONE Wealth.
Our brand purpose goes beyond a simple
vision and mission statement; it reflects what
we’ve always offered our clients: Performance
Plus. A distinct brand such as 360 ONE Wealth,
allows us a sharp focus on our clients and
product offerings. 360 ONE epitomizes two
words that are extremely important to us – KARAN BHAGAT
‘360’ represents the holistic view we take of Founder, MD & CEO
the ‘ONE’ person whose interests are always
first: our client. Our biggest strength is to
intuitively learn the way our clients perceive
their prosperity and to help them effectively BRAND
manage it.
Speak
360 ONE conveys the values and strengths
FUTURE
IIFL Wealth & Asset Management is now 360 ONE. of our past and aspirations for the future
LOGO UNDER Branding Trends
the Lens Nowadays, customers gravitate towards digital content
which brings them value, is interesting and insightful.
Our new logo is minimal, contemporary, yet bold, and Catering to clients’ nuanced needs, marketing needs
new age. It has been designed keeping the next decade in to be more authentic and customised to needs of the
perspective. The 360 and ONE move freely around the ‘O’ target audience and delivered digitally. We’re already
in a clockwise/ counter-clockwise motion to signify the witnessing firms optimally leverage adtech solutions to
holistic, always-on approach, 360 ONE Wealth provides understand client preferences.
clients. The 360 ONE Wealth logo is represented with its
own key colour, that visually differentiates it. We’re also
the first wealth management brand in the country, to
have a sonic identity, which is the essence of our brand Riding the Adtech
WAVE
translated into audio.
Breakthrough How technology is leveraged at the back end and how
CAMPAIGN it’s used for client personalisation, is what matters
most. We have been optimally using technology to
better understand our clients’ nuanced preferences.
For instance, the specific type of content that clients
All our key stakeholders including our clients, welcomed consume, and accordingly creating thought leadership,
and appreciated our bold move, which reinforced their articles, podcasts, and blogs.
trust in us, to initiate a change in the name of our brand,
especially at a time when we are already an established
name in the industry. The launch of our rebranding
campaign in 2022, garnered overall positive feedback and
engagement from industry peers, clients, shareholders
and investors alike. www . 3 6 0 . o n e
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Present-day
Group) of society.
BRAND • Innovation - To work with an innovative approach
Early Stages BRAND to housing finance credit, creating new business
opportunities whilst managing risk.
1990 is a low-income housing focused Housing Finance PLATFORM • Speed - To set clear performance standards and stand
Aadhar Housing Finance Limited (AHFL), established in
responsible & accountable for providing solutions
within specified timelines.
company, which was • Integrity - To honour our commitment, act with
Merged with erstwhile AHFL in the year 2017 • Current Brand Equity: Aadhar is perceived as a brand responsibility, honesty and transparency
Place of origin: Bangalore, Karnataka that does not discriminate on the basis income or
Target demography at the time: profession.
Age:- 25 to 50 years Geographical Spread: 400 + Offices and Branches
Income:- 5000 to 50,000 pm across India( mention stat and uts)
OUR VISION: Current Demography: Aadhar Housing Finance
• Aadhar Housing’s Vision is to ensure a home for every Limited (AHFL) serves a wide range of customers across
Indian. – Ghar Banega, Toh Desh Banega. geographies. Our customers include shopkeeper, blue
OUR MISSION collar workers, police and defense personnel, government
• To make Housing Finance easily accessible to the employees and self-employed professionals. We have
EWS (Economically Weaker Section) and LIG (Lower created a niche in the housing finance needs of the
Income Group) of society. economically weaker sections (EWS) and the lower
• To mobilise resources and attention to this segment, income segment population of the country.
leading to greater growth for the segment Brand success as of today: Brand Strategy for your
• To promote responsible financial inclusion and to current success
make the segment aware and prepared to take • Our USPs reflect our focus and dedication to delivering
informed financial decisions our brand promise of ‘Ghar Banega, Toh Desh Banega”
• To bring continuous innovations in our products, across geographies and socio-economic groups
processes and credit policies, to make sure that • Making Home Loans Accessible for All Indians - To
the maximum number of people can be eligible for make Housing Finance easily accessible to the EWS
loans (Economically Weaker Section) and LIG (Lower Income
Always focus on customer delight. If you make
their goals as yours, everything that you do
contributes towards achieving your customer’s
goals. This needs to be imbibed in the DNA and
values of the brand.
RISHI ANAND
FUTURE CEO and MD
Branding Trends BRAND
• Expand the Distribution Network to achieve Deeper Speak
LOGO UNDER • Continue to focus on our low-income housing segment At Aadhar, we are committed to serve
Penetration in key states
targeting mainly EWS and LIG customers and grow our
home buyers from the low income
the Lens • Continue to invest in and roll out digital and technology group. Everyone deserves the security
customer base
of a home – shopkeepers, blue-collar
workers, police and defense personnel,
enabled solutions across the business to improve
railway employees, and the self-employed.
Our logo reflects our motto – Ghar Banega toh Desh customer experience and improve cost efficiency
By empowering this segment with the
Banega, and talks about how the Economic Weaker security of a home, we endeavor to create
Section which forms a big part of our population who a truly inclusive India.
deserves their own home and Aadhar is ready to help Riding the Adtech
turn their dream into a reality.
Blue reflects the feelings of trust and stability which is WAVE CUSTOMER
The Red colour reflects our passion and energy
towards serving our customers at all times. The colour
synonymous with Aadhar’s growth over the years . Testimonials
We have used WhatsApp to share updates with our
customers regarding their home loan account. Also, Sanjeev Kumar Junior Engineer,
Breakthrough AHFL has leveraged the benefits of Google and Social Sanjeev Kumar-Jr Engineer with
Karnataka Electricity Board
Media to generate new leads with the objective to
CAMPAIGN achieve drive our business targets through the optimal Karnataka Electricity Board’s Bidar office
says “I went to their branch office and
usage of the platforms.
met with the branch manager who
assured me that my file will be processed
within 4 days. I couldn’t believe it. My
Led by our core mission of empowering people who have home loan was indeed processed within
always dreamt of owning a house but lacked the means a few days”
to achieve it, we are committed to helping individuals
build their own homes, thus enabling them to build their
lives. Collectively, millions of home so built translate into
building the nation.
Our ‘Ghar banega, toh Desh Banega’integrated
marketing and brand campaign resonates with this
philosophy of building homes to build the nation. This
campaign, launched across India through outdoor
hoardings, bus panels, bus-shelters, digital & social
media, as well as PR, advocates the vision of enabling
home ownership for every Indian. w w w . aa d h a r h o us i n g. c om
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trade activations, mass media, digital platforms and Karo Check Me Raho’, Accu-Chek® has consistently
BRAND e-commerce. The media-mix is wide and agile to endeavored to change the perception of diabetes care
suit the changing content consumption demands of
and transform it into a ‘condition that can be managed
Early Stages our target customers. Through campaigns like ‘Let’s through iPDM via regular monitoring and lifestyle
changes’.
Talk Diabetes’ and ‘Practice #GlucoVigilance’, ‘Check
Accu-Chek®, from the house of Roche Diabetes Care India
Pvt. Ltd. (RDC), is a pioneer and World’s No. 1 brand in
the blood glucose monitoring category through its wide
range of technology driven products and solutions in
diabetes management. Through its diversified portfolio
of Accu-Chek® glucometers, mySugr® mobile app and
health & digital solutions; RDC has been working towards
Integrated Personalized Diabetes Management (iPDM)
by syncing innovative hardware with cutting edge digital
solutions. With its presence across >100 countries, Accu-
Chek® has been in the Indian market for >2 decades.
Present-day
BRAND
PLATFORM
The brand has continuously experimented with
different mediums to reach out to customers -
As brand owners we are now serving new age
connected users & thus ought to offer a unified,
consistent experience regardless of channel
or switching between channels. We therefore
practice omni-channel marketing to offer a
seamless; ably supported user journey towards
customers’ path to purchase & overall product
usage experience. OMAR SHERIEF MOHAMMAD
Cluster Head - India,
Middle East & Africa
FUTURE BRAND
Branding Trends Speak
LOGO UNDER In an age that demands personalized care, Accu-Chek® Care Capital of the world’ through a range of
“At Roche our aim is to make India ‘Diabetes
offers customers iPDM which comes with innovative
the Lens products and digital solutions. As market leader Accu- innovative tech-enabled product solutions &
services. Through an omnichannel approach
Chek® will continue to drive diabetes awareness, monitoring
we will communicate with stakeholders and
& support patients via omnichannel experience.
customers to raise awareness about diabetes
Accu-Chek® is our brand for personal diagnostic
and drive behavior change
and therapeutic devices. With more than 40 years
of heritage, Accu-Chek® has strong brand equity
and remains a very important brand in our portfolio. Riding the Adtech
the foundation for integrated solutions by maintaining WAVE CUSTOMER
Strategically, the Accu-Chek® brand supports Roche’s
business priority for delivering innovative hardware as
#1 position. The Accu-Chek® Logo stands for Testimonials
Encouraging, Empathetic, Confident, Influential and Hybrid Selling Concept: Supports best of two worlds (in “I extend my heartfelt thanks for the quick
Informative. person relationship + a wide range of virtual interactions). revert to my request regarding the
Adapting to our customers’ changing preferences & needs Accu-Chek requirement at Bangalore
by identifying correct mix of customer interactions using an for self & few other colleagues. Really
appreciate customer centricity from
Breakthrough the India Roche team, right from top
approach that fits the way our customers want to buy.
management to regional teams!”
CAMPAIGN Director (Global Ed-tech Leader)
Campaigns like ‘Practice #GlucoVigilance’, ‘Check karo,
Check main raho’ & ‘Kuch Meetha Na Ho Jaye’ during &
after pandemic, helped PwDs to maintain a good glycemic
control as they are at a higher risk of complications. To
drive education & awareness, Accu-Chek® engaged
with leading doctors, patients, caregivers & experts
to curate credible content on managing diabetes with
‘#GlucoVigilance’. This helped patients build a dialogue
with doctors, to get recommendations & understanding
about diabetes & ways to manage it. This progressive
outlook helped Accu-Chek® build trust & thought
leadership. w w w . a c c u - c h e k . in
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in India Acer serves customers across the length and breadth governments, educational institutions, banks and more.
BRAND of the country. Acer is committed to strengthening the Acer is evolving with the industry and changing lifestyles
foundations with technological innovations, and designing
by continuing to push for innovation in existing businesses,
Early Stages unique product lines to end customers, enterprises, SMBs, while expanding to new territories.
Founded in 1976, Acer is one of the world’s top ICT companies
with a presence in more than 160 countries. As Acer evolves
with the industry and changing lifestyles, it is focused on
enabling a world where hardware, software and services will
fuse with one another, creating ecosystems and opening up
new possibilities for consumers and businesses alike. Acer’s is
dedicated to the research, design, manufacturing and sale of
products and solutions that break barriers between people
and technology. At Acer we believe sustainable development
from our products to manufacturing standards and processes
through our Earthion initiative.
Present-day
BRAND
PLATFORM
Acer is one of the most renowned names in technology
industry globally and in India. With over 23 years of operation
WHEN YOUR
BUSINESS
IS GOING
PLACES. There are three key learnings I can share, and
highlight based on my association with the brand:
• Good customer experience is a must.
• Less is more - Acer like its logo believes in
being simple and minimalist.
• Know your target market - it’s most important
for brands to succeed. HARISH KOHLI
President & Managing Director
toward green, low-carbon economies and business
model transformation being driven by the impact of
climate change, Acer has taken up our mission as a brand BRAND
leader and pledged to achieve 100% renewable energy
by 2035 and we want all of us to join it the journey to Speak
make a green mark.
TRAVELMATE
SERIES For more than 45 years Acer has been
FUTURE advanced products to our customers. We
a responsible brand and a pioneer in
bringing cutting edge technologically
LOGO UNDER Branding Trends look forward to offering and bringing new
innovative and top-class products to the
market. We want to be known as a brand
the Lens According to me, future branding trends would be more that is making a difference in society. Our
sustainable product line Vero is our step
focused on visual content branding. Metaverse and
towards making coming sustainable and
virtual world will gain prominence. People’s preference environment friendly. We have achieved
Acer’s visual design has always been iconic & minimalist. towards sustainable branding initiatives and purpose- many milestones so far and in the coming
years, we aim to push the boundaries of
The first logo was a graphical representation of diversity driven brands will also gain importance which will further
innovation and bring the best product
and multitasking. After the rebranding in 1983, the logo the trends for socially responsible branding. People
and services to the markets.
switched to blue and white. In 1987 the company got a identify with purpose and that is something customers
new name Acer and its logo, in two color variations — will look forward to. Today’s customers have become
purple and burgundy and monochrome. The redesign in conscious of the environment and look for products and
2001 brought a simpler and neater version of the logo. brands that are sustainable.
The Acer logo was redesigned again in 2011. The green
colour is a symbiosis of two colors blue and yellow.
represents the freshness, harmony, and originality of the Riding the Adtech
One represents boundless energy, and the bright green
WAVE
company.
Breakthrough We are a technology brand and have always utilized
CAMPAIGN technology for marketing our products and campaigns.
We are responsible advertisers; we look at privacy
very seriously. We are also conscious of people’s time;
we try to ensure our ads are served to the relevant
During the Acer founding day we launched Make Your audience only. Being a responsible advertiser, we value
Green Mark campaign where we are encouraging every our audience’s time and serve our ads to the relevant
user to make their green mark by being environmentally audience only using Adtech and it’s something we
conscious and practicing the 3-Rs Reduce, Reuse and will continue to do. We are also actively exploring
Recycle in their day-to-day lives. With the world trending sustainable methods of advertising. www . a c e r . c o m
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wide range of Tiles, Engineered Marble & Quartz and Company-owned Display Centre and plan to increase up
BRAND Bathware. Today, AGL Family is team of over 6,000 who to 500 exclusive showrooms across India. Asian Granito
are committed to making the brand a Global leader.
is one of the leading exporters from India. Company
Early Stages Company has over 6,500 touch points with dealer & sub- currently exports to over 100 countries and plans to
expand network to 120 countries.
dealer network; 300+ exclusive AGL Tiles showrooms,13
It all started with a dream to create World’s most sustainable
building materials company. With that dream in mind,
passion for success founding stone was laid for Asian
Granito by two young entrepreneurs – Kamlesh Patel and
Mukesh Patel started as a small 30-employee venture the
company commenced operations in 2000 at Idar, Gujarat.
Referencing Idar’s granite and aiming to make it one of
the market leaders in Asia, company was named as Asian
Granito. After conducting in-depth research, promoters
learned that global tiles industry was dominated by few
companies and had scope for huge growth.
Present-day
BRAND
PLATFORM
AGL has emerged as India’s leading home Surface
décor brand in a short span of two decades and offers
Brand is built when you fulfil promises every-
time and over expectations especially quality,
service etc. AGL has built a promise for one stop
solutions in building materials globally and it
is making continual efforts in ensuring that it
stand by its Brand Promise and achieve strong
brand recall. KAMLESH-PATEL
CMD
FUTURE BRAND
Branding Trends Speak
Moving ahead, we plan to induct a well-known and AGL has leveraged its in-depth expertise
and understanding of building materials
respected celebrity icon as brand ambassador to enhance
over the years to diversify its base
AGL brand visibility. We shall open a host of experience
and evolve as a brand providing
centres at high footfall locations around the country, integrated solutions under one umbrella
LOGO UNDER international exhibitions and open more retail touch Mr. Kamlesh Patel, Chairman and
with a vision to become the most
points in domestic market.
preferred tiles brand.
the Lens Mr. Mukesh Patel, MD
Riding the Adtech
trends in technology, product & innovations and marketing WAVE CUSTOMER
Logo of AGL illustrates company’s vision for aspiring to
become a global leader with an ever-evolving tides and
excellence. Technological advancement and aggressive Testimonials
marketing have strengthened company’s foothold in AGL is an eminent brand in adopting latest technology
Bimal Mistry, Architect - We have been
global market which is noticed in 100+ countries. Company which along with R&D team able to think, innovate and
using AGL tiles for a long time now.
started its journey from Idar - known for its hard and bald deliver flawless output round-the-clock. Brand AGL
Outstanding quality backed by timely
red stones and grey granite rocks. Idar’s natural resources through its tech savvy ecosystem constantly energises delivery and customer service is why we
were radiating an insight. Referencing Idar’s granite and ceramic industry, simplifying life of people at plants to trust AGL.
aiming to become market leaders in Asia, company’s live a joyful healthy life.
brand was named as Asian Granito. Pavan Bakeri, Bakeri Group - For us
the value point with AGL is that we
are getting good quality product at
affordable price.
Breakthrough
CAMPAIGN
Company rolled out massive campaigns, namely Har
Hindustani Ki Pasand, Chala De Jadoo, Beautiful Life,
Sapne Hue Apne on a wide range of platforms through
electronic and digital media across India which were
huge hit and able to make a mark in the hearts and minds
of its stakeholders globally. w w w . a gl a s i a n g r a n i t o . c o m
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Suvajit Karmakar – CEO & Whole time Director, ALD Automotive India
presence in 6 cities – Mumbai, Pune, Delhi, Bangalore, have gone behind brand building. Our products and
BRAND Chennai & Hyderabad. We cater to 900 corporate services speak for itself, the solid foundation backed
with stable parentage that the brand is built upon,
customers in 350 cities with 1730 service partners in
Early Stages 404 cities. The demography of our target is a salaried has resulted in a massive fleet of 1.761 million vehicles
employee working for a corporate. Several factors
globally.
ALD Automotive is a 60+ year old brand. Our operations
began in France in 1989 with the idea to offer vehicles
on lease. The brand pre-existed and when Societe
Generale Group bought the entity in 2001, it gave a
further impetus to it.
Alongside is a brief history of how ALD Automotive evolved.
Present-day
BRAND
PLATFORM
ALD carries a strong legacy and brand equity as it
piggy backs on SG’s brand. With the Logo units similar,
this adds to our advantage globally and locally. We
are present in 43 countries. In India, we have direct
Several aspects about our product and
service offerings have played a huge role
in making us a leader in mobility space
in the global & India market. In today’s
highly competitive society, a customer
rather than buying a product or service,
buys ideas and values that he believes in, SARVESH JOSHI
which the brand promotes and exemplifies. CFO
Branding helps communicate emotion and
information to tell a company’s story and
show its personality. A brand is a hallmark of
quality, or the assurance for the buyer and BRAND
connects a company and its products with its
customers to create a relationship making it Speak
a fundamental commercial asset. While in most Organizations only the
LOGO UNDER brand values, at ALD we ensure that the
Sales & Marketing focus on delivering
Paying only for how much you drive -Residual Value -
•
values are embedded at all levels of the
the Lens • ALD Automotive India - YouTube to processes and systems. This helps us
organization, starting from employees
Maintenance - ALD Automotive India - YouTube
• ALD Automotive India - Healthy Balance Sheet - YouTube achieve the overall objective of aligning
an excellent brand experience for our
ALD logo is based on SG’s red and black square symbol, customers, partners, stakeholders and
many things to many people. Our brand architecture FUTURE employees.
which is associated with the name of the brand on 2 lines.
ALD has a distinctive Brand Identity. Mobility means
distinguishes ourselves from others. The brand elements
of our identity are flexible, modern, dynamic and bold. Branding Trends
The mobility line symbolises our capacity to connect,
adapt and push the limitless boundaries of mobility. Trends that will continue to dominate would be about
Our brand territory focuses on people because they are how a brand connects with the users and the experience
essential and central component in an age of growing it provides through various mediums (digital/ physical)
personalisation. All these elements, built up broadly and and how a brand aligns its overall user experience with
comprehensively, enable us to create a strong and solid the customer. Other trends I foresee are - User-focused
new brand territory. branding, Sustainability, Using virtual spaces, Inclusivity
& Diversity & Animated Logos.
Breakthrough Riding the Adtech
CAMPAIGN WAVE
Based on the fact that the penetration of leasing industry
is as low as 1%, we conducted a dipstick study to Our key strategies involve anticipating customer needs
understand what makes the user withhold the decision before time and offering seamless mobility solutions.
when leasing offers the car of your choice without the Digitization has played a huge role. We have digitized
hassles of ownership. Interesting revelations led us to the whole customer lifecycle on our digital application
developing a campaign for breaking the myths associated My ALD. We have launched Ugo Digit that is helping us
with leasing 5 years ago and these still stand relevant streamline all the processes, giving a quicker resolution
explaining concepts of leasing to aid a faster service to our end-user. w w w . a l d a ut om o t i v e .i n
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BRAND services. Our current brand equity is “Most trusted advisor and solutions, leadership in trending technologies. The key
to brand success is a Global client base including Fortune
and tactical partner on broad spectrum of expertise
Early Stages in technology.”. Our Current brand strategy is “Service 500 clients in 70 plus countries. Our 3500+ workforce is
Governance, Software IP that augments value to services
qualified and geared towards client delight.
The Company was incepted in 1984 in Mumbai where
our CMD – Nitin Shah gave up a well-paying job with
CMC Ltd since he saw an opportunity to support
large Enterprise clients by providing IT support for
Mainframe computers like IBM,ICL & DEC Pan India.
It took an early mover advantage when IBM left the
country. The company grew with a strategy to ensure
good profits by quick resolution to the Client’s IT
issues and personalized service. Since inception our
trajectory is similar to the IT industry and have evolved
with changing technology early. We established our
name as a national player then.
Present-day
BRAND
PLATFORM
Allied Digital today is a BSE/NSE-listed Global Indian origin
MNC brand in Information Technology consulting and
One has to stand out in the crowded
marketplace by creating compelling competitive
advantages, sustainable differentiators and
enhancing intrinsic values. We have outshone
the competition and stood out with our value
proposition and unwavering commitment NITIN SHAH
LOGO UNDER to excellence towards our clients. We have CMD
gone beyond contractual terms to meet client
expectations and always believe in delivering
the Lens more than promised. We have ensured being
ahead of the technology curve which to remain
at the top of clients’ minds and our business BRAND
At Allied Digital, the red pyramid is more than our logo, it markets. Key takeaway is that we look beyond
is the essence of our belief in our core values which helped the client contract and put ourselves in their Speak
us take the right decision resulting in our own strong shoes.” Client First” is our philosophy.
culture. Our logo was inspired by the 7 chakras which was “We want to be a partner in progress
of our Client’s growth by leveraging
a complex and ancient energy system of Indian origin.
Our 7 values Pyramid- our guiding force is ethics, technology for their business success in
emerging digital world”
trust, relationship, attitude, infrastructure, capabilities & FUTURE Nitin Shah, CMD
transaction at the bottom in the top-down order.
Our value system pyramid establishes Client trust
and confidence. Our tagline ensures we execute their IT Branding Trends “Service Governance and Integration”
is key to Service Delivery. Leveraging
operations with utmost responsibility. trending technologies with disruptive
solutions consistently results in successful
Allied Digital offers various solutions on emerging
digital transformation”
technologies like AI/ML, IoT, Cloud migration, RPA,
Paresh Shah, CEO
Breakthrough Cybersecurity, Digital Transformation, Managed IT
Services etc. Our experienced talent pool researches
CAMPAIGN market needs and identifies past trends and patterns CUSTOMER
in the data, assesses the difference with actual
customer business and creates reference models for
forecasting. Testimonials
We were regularly using the BCCL group publications
and digital channels for advertising. For 6 years in a row I really appreciate the collaboration
we released weekly print ads in ET print edition resulting between Allied Digital and our teams
in a huge brand recall. We have received several awards Riding the Adtech for the crucial Infrastructure Change
highly appreciated client success stories and our business WAVE Management Project. We couldn’t do it
and recognitions from ET, Government , Business World,
without it you!”
Times Network, PC Quest, Express CRN, CeBIT etc. Our
-Technology Infrastructure Leader,
Leading insurance company
innovation coupled with thought leadership have had a
lasting impact, also another area that is fast catching Technology is in our genes; Our Professional Management Thank you and your teams for a very
attention is our ESG and employee welfare initiatives. team are our greatest assets with vast knowledge. Our successful services transition!
brand outreach is cutting-edge and compelling with -Director of IT Business Relations,
chatbot technology and AI/ML at its core. We are early Leading retail company
adopters of Digital Marketing and automation to keep
ourselves ahead of the competition.
w w w . a lli e d di gi t a l . n e t
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ranging from IT training, media & entertainment, two main streams of business- Individual training
BRAND retail & aviation, beauty & wellness, banking & and Enterprise Business Group.
finance, pre-school segment amongst others. We
Under Individual Training, Aptech’s multi brands
Early Stages commenced our journey with an aspiration to includes- Arena Animation, MAAC, Lakmé Academy
powered by Aptech, Aptech Learning, Aptech
deliver new age programs suited for the changing
business ecosystems across India and the globe International Preschool amongst others.
Ever since its commencement in 1986, Aptech and today Aptech has successfully trained students,
has effectively ventured into diverse sectors professionals, universities & corporates through its
Present-day
BRAND
PLATFORM
With over 3 decades of strong experience in the
vocational skill training and non- formal academic
curriculum-based training programs, Aptech is a
pioneer in the non –formal vocational training business
with a significant global presence in almost 40 countries
and a current presence of over 800 centres globally.
We have trained over 7Mn students over the last 36
years. The success of the brand is credited to how we
redefine and reorient education with our proactive and
versatile character to be at the forefront of delivering
employment opportunities to each of our students such
that they get among the fastest paybacks and superior
returns on their time and investment.
Identifying the dynamics of the market
and giving direction catalyses unhindered
growth. Today, we at Aptech enjoy an enviable
leadership position by investing in innovation,
integration, and initiation of new ideas across
verticals. We continue to reimagine the way
non-formal tech-education could impact PRAVIR ARORA
everyday businesses. Chief Marketing Officer
is an integral part of nation-building today. Through the BRAND
music video we wanted to convey that every household
in India can prosper if they have the right skillsets to Speak
grow in the new age careers where there are lakhs of jobs
available using music and dance as a medium that every We consider unemployment as our only
household in India resonates with. competition and in our experience, skill
development goes a long way in that fight.
The company’s commitment to transform
LOGO UNDER FUTURE into Skilled Employed Professionals (SEPs) with
‘Qualified Unemployed Graduates’ (QUGs)
the Lens an evolving industry-relevant pedagogy and
constant innovation in terms of curriculum
Branding Trends and technology has kept the House of Aptech
relevant through all these years.
Aptech had proliferated into several other non-formal
areas of education abreast of growing competition. The branding trends for 2023 includes daring nostalgia,
Through research among various stakeholders, we powerful use of color, pushing design boundaries, New CUSTOMER
culminated the definition of brand Aptech – Shaping Eco, Animated Logos, Statement Typography, Humanised
human talent for the real world. This means that all too brands, pop culture influence and retro collage (https:// Testimonials
often, the education system in most parts of the world is www.envato.com/blog/branding-trends/)
tilted in favour of a particular species of students. Brand I personally feel content game will become stronger and
I have been associated with Aptech for their
Aptech intended to be the catalyst for the ‘other’ species the youthful audience will draw affinity to brands that are multiple brands for over 17 years now and
of students who have talent that remains unexploited in relatable and have content pegs that are engaging and still going strong. Aptech helps you build
formal systems. We expressed this definition – A visual has virality – could be memes/humour/satire/topicality. your business in the sense that it helps
of a tiger paw with the imprint of the human foot with a you minimise your risks and maximise your
brand line – Unleash your potential. business potential.
Suresh Madhavan
Riding the Adtech (Aptech Business Partner)
Breakthrough WAVE Aptech has not only enabled us to earn
This long harmonious relationship with
CAMPAIGN tide over the unprecedented times such as
fame & money but also strengthen us to
the recent onslaught of covid-19. I sincerely
Aptech has been investing in the technologies which
wish to continue this relationship for a long
aid the training delivery process on a continuous basis.
time to come
We recently launched a first-of-its-kind music video - The choice of the technology depends on the domain,
Ramesh Ruia (Aptech Business Partner)
“Har Ghar, Hunar” to mark India’s 76th Independence learner profile and the learning objective. For example,
Day. The song invokes a spirit of celebrating skillsets our students use Augmented Reality in the class for
via vocational training and the freedom to follow one’s learning their crafts. Students have access to many
creative pursuits. The music video is cool, vibrant, and proprietary in-house platforms like Creosouls and
upbeat bringing out the essence that every household OnlineVarsity which all are designed to enhance their
has a latent skill/talent. Skill Building and development all-round learning and life skills. w w w . apt e c h - w o r l d w id e. c o m
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BRAND of stylish, invigorating, and inspiring scents for the IN UAE. The brand has been an active participant
in International and Local Fragrance & Beauty
modern man and woman. The brand presents a
Early Stages collection of glamorous, indulgent, and irresistible exhibitions such as COSMOPROF WORLDWIDE
Bologna, India & Las Vegas, and BEAUTYWORLD
designer fragrances. With a presence in over 100+
countries, ARMAF has created a global imprint MIDDLE EAST fashioning a trademark across
ARMAF, a luxurious French fragrance brand from the since its launch in 2010. ARMAF has changed the Industry and consumers.
house of STERLING, presents a couture collection wave and the brand prides itself as PROUDLY MADE
Present-day
BRAND
PLATFORM
In Q2 2022, Future Workspace Summit & Awards
presented the ‘Smart Innovation Award’ to the
e-commerce platform of ARMAF. ARMAF initially
followed a B2B business model where the end
consumers received the products through multiple
distributors & retailers across the world - Harrods,
Sephora, Debenhams, and Harvey & Nichols to
name a few. In Q4, ‘BeautyWorld Middle East 2022’,
ARMAF garnered Industry attention as it bagged
two of the most prestigious awards - ‘Consumer
Fragrance of the Year’ was awarded for CLUB DE
NUIT INTENSE MAN and ‘Breakout Star Product of
the Year’ to CLUB DE NUIT SILLAGE. At the end of
Q4, it was felicitated as ‘ET Edge Best Brand’ by the
Economic Times.
• At a time when the world was raving about
made in French Fragrances, ARMAF acquired a
top spot at the COSMOPROF Bologna standing
tall with our UAE - made Fragrances.
• The Fragrance industry is constantly evolving.
• Fragrance means Innovation, Investing in
state-of-the-art Research & Development. ALI ASGAR FAKHRUDDIN
LOGO UNDER • Perfumery laboratories and an expert R&D Chairman
team are the key factors.
• ARMAF caters to a luxury line of fragrances
the Lens - OROS that is created in partnership with BRAND
Swarovski. As the pinnacle of perfumery,
OROS offers the finest scents with crystals on
The identity in the form of the Logo of ARMAF was the bottle. Speak
created as an emblem to an ode to the Fakhruddin Family
and the four brothers. The letters each denote the Initials Ali Asgar Fakhruddin, Board Member
of each brother - A stands for Akbar, R for Raja, M for INTENSE MAN and ‘Breakout Star Product of the Year’ and Owner of Fakhruddin Holdings,
Mohammedi, A – for Ali Asgar, and F – for Fakhruddin to CLUB DE NUIT SILLAGE, which was the first time Fakhruddin Properties, and Fakhruddin
(the founding father) portraying ARMAF. The F spokes in ever for any brand. Trading as well as Chairman and CEO
of Sterling Perfumes Industries take
the circular ring at the periphery depict our presence in
pride in the creation of the brand
multiple countries. The colors, Black & Gold represents ARMAF. The parent company of the
FUTURE foundation through traditional business.
class and taste, depicting the ethos of ARMAF. brand ARMAF believes in laying a strong
Breakthrough Branding Trends The Commencement of the year 2023
is Sterling’s 25th year – a silver jubilee
celebration and hence to mark this, the
CAMPAIGN company had an iconic reveal. It unveiled
‘The World’s Largest Perfume Wall’ at its
Consumer behavior is ever changing and the fragrance
premises in Dubai. The wall features 2760
industry is moving towards niche fragrances. ARMAF
unique perfumes, each of them exclusively
• Several campaigns ran throughout and across multiple recognizes catering to this segment at affordable prices manufactured since its inception in 1998.
online and offline channels, that have elevated ARMAF’s is essential and hence ARMAF NICHE was born to keep The wall is now the marvel attracting
presence since its launch in 2010. The grand launch of up with the trends. With highly curated niche fragrances, Government entities, Media, Influencers &
‘Club De Nuit’ with activation was the key highlight. The filled-in luxury bottles, and elegant packaging, it caters Celebrities from UAE, and more.
launch of Club De Nuit in 2016 also saw an exponential to exclusive consumers. ARMAF is always one-step ahead
rise in the brand value of ARMAF, making it a flagship of trends and leaves a footprint so strong that guides
yet award-winning product to date. other players in the industry.
• During the global trade show - ‘BeautyWorld Middle
attention as it bagged two of the most prestigious Riding the Adtech
East 2022’ held in October, ARMAF garnered Industry
WAVE
awards for two of its iconic products. ‘Consumer
Fragrance of the Year’ was awarded for CLUB DE NUIT
During the pandemic that hit the world in 2021, ARMAF
tapped into consumer behavior that moved dramatically
toward online channels. ARMAF digitally marked the
products, this aided the brand to tap into a newer
and wider audience with ease and speed. The digital
approach allowed the customers to locate and buy online
by launching E-commerce portals. w w w .a r m a f .a e
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BRAND Forward Beauty focusing on discovery, imagination, and farms and research . Artistry™ formulas are created with
cutting edge techniques to offer targeted solutions for the
invention to Visibly Healthy Beauty by introducing Artistry
Early Stages Skin Nutrition™. Built on a combined 145 years of experience, unique needs of every person addressing skin concerns for
all skin types and tones, based on a database of over 32,000
the Artistry™ brand showcases the harmonious partnership
of powerful, plant-based ingredients from Nutrilite organic diverse faces from all over the world.
Edith Rehnborg, a trailblazer of female entrepreneurs
and wife of Carl Rehnborg, founder of Nutrilite together
created a holistic approach to beauty by combining best
of beauty, science, and nutrition, which led to the inception
of brand Artistry in 1958. Edith Rehnborg with her mission
to provide beauty solutions while improving well-being
and with an empowering philosophy of ‘Each woman is
an individual like no other, a self-made work of art’ paved
the way for the Brand Artistry in different geographies
around the world making it one of the leading brand’s in
the premium beauty segment.
Present-day
BRAND
PLATFORM
Aligned with the philosophy that skin needs nutrients
just like the body to be healthy, Artistry has evolved from
Breakthrough
CAMPAIGN
Our campaign on ‘Healthy Beauty’ presenting anti-
aging range under Artistry Skin Nutrition made We leveraged our expertise in nutrition with
a formidable impact in terms of awareness and Nutrilite, a brand backed by a rich legacy of
acceptance within our consumers. The value- over 80 years of plant-based approach to
proposition of plant-based phytonutrients backed supplementation, to present the Artistry Skin
by cutting-edge science for a visibly healthy beauty Nutrition™ range targeting consumers who
resonated high in the consumer’s mind. The unique looking for need-based skincare solutions
selling proposition of the anti-aging range under with a blend of health quotient. A skincare AJAY KHANNA
Artistry Skin Nutrition™ is to address early to regimen infused with nature and perfected CMO
advanced signs of aging, including the appearance of by science with powerful botanicals from our
deep `wrinkles, sagging, and sallowness, resulting in Nutrilite farms is well-positioned to address
smoother, revitalized, radiant look and visibly healthy the needs of our discerning consumers in the
skin stood out and captured the mindspace of our beauty segment. Going forward brand Artistry
consumers. Experiential marketing encompassing will consistently drive innovation backed by BRAND
physical and virtual interventions to create awareness science & research to provide cutting-edge
by providing visually rich product experience led to products in the healthy beauty space for Speak
an overwhelming response for the campaign. consumers at large.
The growing emphasis on holistic health
has given rise to an inherent need for
visibly healthy skin. Consumers are
Riding the Adtech increasingly seeking for beauty products
that are chemical-free, vegan, and
WAVE feature plant-based claims , Artistry
Skin Nutrition™ anti-aging range is
well-positioned to capitalize on this
trend. Leveraging on our expertise in
Artistry being a premium skincare brand, consumers nutrition, we are committed to developing
seek validation of the brand promise and AdTech has innovative skincare solutions for a visibly
helped us achieve deep integration through content healthy looking beauty.
marketing and driving socially engaging
content. Additionally, user
generated content enabled CUSTOMER
us to establish brand’s
premiumness in consumers Testimonials
looking for beauty products
for a visibly healthy beauty.
I have been using Artistry since past 30
years and the new anti-aging Artistry
Skin Nutrition™ range has helped in
firming & lifting my skin.
Rashmi Panchnanda
Amway Direct Selling Partner
The experience of using Artistry Skin
Nutrition™ range went beyond my
expectation. The range helped my skin
look nice, radiant and glowing
Taru Gupta
Amway Direct Selling Partner
w w w . a mwa y . in
2022
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BRAND range of adhesives and leads the epoxy adhesives solution for most of substrates in consumers mind.
With pan India presence, Astral Adhesives contributes
market due to its innovative product and quality
Early Stages competitiveness. major revenue to the growing portfolio of Astral on
Bondtite brand is now synonyms with adhesion
the back of Bondtite in a short span of 7 years.”
• Origin: Bondtite was a brand under the Resinova Chemie
ltd that was bought by Astral Adhesives in 2014.
• Place of origin: Kanpur, UP
• Target demography at the time: Carpenters, Masons
and retailers like hardware stores.
Mechanics serviced through hardware and auto retail
outlets in smaller towns
• Erstwhile Brand strategy: Pre-acquisition, adhesives
brands were fragmented as House of Brands, each
catering to different applications. Astral consolidated all
brands together by adopting a Branded house approach
and brought all brands under one master brand Bondtite.
Present-day
BRAND
PLATFORM
“Astral Bondtite as a brand enjoys a credible market
presence of over 25 years and is synonymous with
strength, quality, and trust. Bondtite has the widest
India is a land of emotions and it’s necessary
to communicate a technical product in an
entertaining, simplistic manner that is also
culturally relevant. The brand has narrated
stories keeping in mind the sensibilities of
artisans, carpenters and households to gain
substantial mind & market share.. SAUMYA ENGINEER
Vice President
FUTURE BRAND
Branding Trends Speak
Bondtite has expanded its product line with the inclusion Astral Adhesives is constantly innovating
to add to our diverse portfolio of products
of Wood & Instant Adhesives. Moving forward, the
under the flagship brand Bondtite to
focus will be on creating and promoting Bondtite as a
cater different customer needs. Our
comprehensive brand that encompasses all of its adhesive goal is to make Bondtite synonym to
LOGO UNDER offerings. In order to achieve this, there will be an extended and become a formidable force in overall
bonding solution for multiple substrates
reach beyond traditional retailers and direct engagement
adhesive market.”.
with consumers through digital media platforms.
the Lens
The Bondtite logo features an infinity symbol, Riding the Adtech
infinity symbol is a universal icon that reflects Bondtite’s WAVE
representing the brand’s commitment to creating
adhesive solutions that stand the test of time. The
dedication to developing adhesives that provide strong,
long-lasting bonds. Through Bondtite Winners’ Circle, a user-friendly app that
The logo’s design also incorporates bold, modern is designed for users to access and purchase Bondtite
typography, reflecting Bondtite’s innovative approach products and stay up-to-date on the latest information
to adhesive technology. The use of blue color further about the range. With the app’s easy-to-use interface
communicates the brand’s commitment to quality, and intuitive design, buying Bondtite products has never
CUSTOMER
reliability, and performance. been easier.
Breakthrough Testimonials
CAMPAIGN and have been associated with Astral
“I’m an Ahmedabad based Retailer
Adhesives for a long time. For me
customer satisfaction is most important
and thanks to Bondtite, I’ve never faced
‘Jode Ekdum Tight Bondtite’ campaign marked 25 years
an issue with my customers in terms
of brand and showcased different materials from diverse of quality.
parts of India being bonded together to create beautiful - Love Patel
artefacts. It captured the imagination of masses and Dharni Agency”
helped establish itself as a national brand offering highly
capable Adhesives. w w w . a s t r a l a d h e s i ve s . co m
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decades. The company has come a long way since its finances and investments. The erstwhile brand strategy
BRAND inception in 1965, when it was founded by Mr. K.K. that propelled Bajaj Capital to success was based on
Bajaj in New Delhi, India. In the early stages, the target
the company’s core values of integrity, expertise,
Early Stages demographic for Bajaj Capital was primarily upper- and customer-centricity. Over the years, Bajaj Capital
has expanded its range of services and is now one
class individuals and small business owners. Over time
the world of Financial planning and seeking guidance of India’s leading financial services companies with a
Bajaj Capital Ltd. is a name that is synonymous with became the primary driver as customers looked for presence in 300+ locations and a team of more than
trust, reliability, and customer-centricity for over 5 an organization that can help them in managing their 3300 professionals. The core reason for its growth
and success,is to be steadfast at its core values. The
company remains committed to providing personalized
and trustworthy financial services to its clients, helping
them achieve their financial goals and secure their
future. This customer-centric approach has made Bajaj
Capital a best brand in the world of financial services,
with a reputation that is second to none.
Present-day
BRAND
PLATFORM
Bajaj Capital Ltd. has relentlessly evolved its brand
in accordance with dynamic market conditions and
shifting customer preferences. The company has built
an unwavering brand equity, becoming the hallmark of
Bajaj Capital Ltd.’s ascent to the top has
been driven by an unwavering commitment
to putting the customer at the forefront of
its efforts. The brand’s success is rooted in
a deep understanding of customer needs
and preferences, coupled with a strong
brand identity built on trust, reliability, SANJIV BAJAJ
and personalized financial advice. The key Jt. Chairman & MD
lessons to be gleaned from Bajaj Capital’s
journey include the importance of customer-
centricity, brand building, and adaptability BRAND
in the face of evolving market trends. By
embodying these principles, Bajaj Capital Speak
has cemented its place as a leading financial
services provider and a beacon of excellence At Bajaj Capital, our passion for
in the industry. delivering exceptional customer
experiences through personalized
financial advice and cutting-edge digital
strategies is unwavering. As we continue
Bajaj Capital’s brand equity and creating a strong
to evolve and adapt to the ever-changing
association with its values of trust, reliability, and
landscape of the financial industry, we
trust, reliability, and customer-centricity in the financial customer-centricity. remain committed to staying ahead of
services industry. Bajaj Capital has a formidable the curve and exploring new possibilities
to a diverse target audience, ranging from individual FUTURE to empower our customers.
geographical presence, with over 300 offices scattered
across more than 100 cities in India. The brand caters
investors to business conglomerates, where every
effort is made with a commitment to personalized Branding Trends CUSTOMER
and dependable financial advice. Bajaj Capital’s brand Testimonials
success lies in their brand strategy, where customers Personalization, sustainability, purpose-driven branding,
are at the heart of every effort and a focus on providing and digital-first strategies are set to shape the future of “I can’t thank Bajaj Capital enough for
comprehensive financial solutions to its clients. branding. With cutting-edge technologies and abundant their invaluable financial advice and
customer data, brands will be able to deliver hyper- support. Their team of experts took the
time to understand my goals and risk
LOGO UNDER targeted experiences to customers while prioritizing tolerance, and developed a customized
online engagement and societal impact..
investment strategy that has yielded
impressive returns. I would highly
the Lens recommend Bajaj Capital to anyone
Riding the Adtech looking to achieve financial success.”
Nisha Parma
energy, prosperity, and good fortune. The choice of WAVE commitment to customer satisfaction
Bajaj Capital Ltd.’s logo features a bold and modern
“Bajaj Capital’s unwavering
font, with the colors red and yellow that represent
and personalized service has truly
colors reflects Bajaj Capital’s commitment to helping
set them apart in the industry. Their
clients achieve their financial goals. The logo also Bajaj Capital has made significant strides in utilizing
financial advisors are knowledgeable,
incorporates a touch of Lord Ganesha, a revered Hindu cutting-edge technology to market our brand, through approachable, and always available to
deity who symbolizes new beginnings, success, and sophisticated data analytics, targeted digital advertising answer any questions or concerns. I am
overcoming obstacles. The use of Lord Ganesha in the campaigns, and dynamic social media engagement. This proud to be a repeat customer and will
logo represents Bajaj Capital’s approach to financial relentless focus on innovation and customer-centric continue to entrust my financial future to
Bajaj Capital.”
planning, where they help clients overcome financial digital strategies has enabled us to connect with our
Rohit Katyal
obstacles and guide them towards success. The logo’s customers in authentic, meaningful ways, while delivering
identity has played a significant role in reinforcing unparalleled value and personalized service. w w w . baj aj c a p it a l . c om
2022
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by market forces. However, Saridon’s quietness on the and mind measures for us.
In a category where rational communication rules the
BRAND communication front in past few years resulted in a roost, we uncovered a fresh emotional insight tapping on
decline in brand share. We identified a new growth
Early Stages opportunity with young adults and built relevance a deep cultural mindset that set us apart from competitors
and unlocked growth for us.
with them. This triggered growth both in business
Saridon was introduced in 1933 by Hoffmann La Roche
in Switzerland. Today, it ranks as the undisputed No.1
headache relief brand in India. It was initially launched as a
reliever for all kinds of aches and pains including toothache,
bodyache, headache etc. Later it appropriated itself as a
headache specialist. Launched over 50 years ago in India.
The promise of quick relief has been established through
consistent communication – just one Saridon is enough.
The jingle – Sirf ek Saridon aur sardard se aaram, is now
indelibly etched in the consumers’ minds.
Present-day
BRAND
PLATFORM
Saridon’s core positioning of quick relief from
headaches has never changed – or been challenged
A holistic media approach on Saridon has been
helping drive recall and consideration across
various consumer touchpoints. The key is to be
present across contemporary media platforms
in a manner that is palatable to consumers as
‘people’ and helps the brand comes across as a
trust-worthy partner. SANDEEP VERMA
Country Division Head,
Consumer Health
FUTURE BRAND
Speak
LOGO UNDER Branding Trends “At Bayer, we are committed to
Consumer healthcare has seen a tremendous evolution
positioning self-care as the topmost
the Lens globally. As we step into a new year, consumerism will priority by making everyday healthcare
easily accessible. For over 50 years,
evolve further to consider health, hygiene and self-care
as top-of-mind factors in purchase decisions. consumers all over India have relied on
The Saridon blue is a patented colour by Roche and is Saridon to fight headaches. We want
to motivate people to stop hiding their
known as the Saridon blue. This colour clearly demarks
headache but instead act on it through
product stand out on clustered pharmacy shelfs. Due to Riding the Adtech moments in life are the ones that are
the Saridon packaging as one of a kind. It helps the
their trusted ally Saridon. The best
colour, revert to Saridon communication and messaging. WAVE getting rid of headaches, we want them
the colour being the same for a very long time, consumers
lived pain-free and when one thinks of
have started identifying it with Saridon and through the
to think of Sirf Ek Saridon”
Sandeep Verma, Country Division Head,
Consumer Health, Bayer India.
Saridon has recently launched ‘Saridon Aarampur’,
Breakthrough a unique digital AI voice detection based Interactive CUSTOMER
Voice Response (IVR) platform to provide pain relief
CAMPAIGN solutions and entertainment for young adults. Since Testimonials
correct self-management is possible only when
consumers have access to accurate health information,
Aarampur serves as a one-stop information hub to
In a professional environment, the
Our relaunch campaign, ‘Sar Dard Chupao Nahi, Mitao’ increase consumer confidence in self-managing a
hot milk & sleep combination doesn’t
positioned us as the first line of defense for relieving headache. The added attraction is the infotainment
work for me as per my mother’s advice.
headaches. The genesis of the campaign rested in its this outreach includes to lighten the information focus. Quickly must get back to work. That’s
category first insight that young adults choose to silently The helpline 7045201111 can be accessed by anyone why as an effective solution, my friend
suffer from the pain instead of acting on it. with a mobile phone anytime. recommended Saridon. Now, my mom
also encourages me to take Saridon.
28 y, F, works in Fintech BPO, Pune
I feel responsible for my kid’s growth
and family’s dignity. Prolonged headache
makes me out of control. That’s why I
sleep it off. But when it’s severe, I quickly
take a Saridon. In 10-15 mins, it works
like instant magic relief for me. It helps
me be there for your kids.
33 y, housewife, Kolkata
www.1mg.com/information/saridon
2022
5 EDITION
TH
Our audience is the progressive youth of today, Gen Joy.”. These 6 strands constitute our DNA and we expose
BRAND Z and Millennials that are seeking purpose in their own these traits in all our communication. The purpose of all
our communication is to inculcate and encourage the
life and in the society around. They are an Omni channel
Early Stages generation, with a strong presence in the workforce and concept of giving back to the society while staying on
high purchasing power and a desire for high-quality
top of fashion and cultural trends.
products that are culturally relevant.
The brand was created as a fashion line to support They are also socially conscious and are aware of
the twin cause of healthcare and education of their impact on society and the environment. This
underprivileged children. generation is inclined to endorse brands that exhibit
social consciousness and environmental ethics, and are
dedicated to improving society.
While we have built and are continuing to expand our
route to market, the key fact that we exist for sole purpose
of supporting twin cause of healthcare and education of
underprivileged also strikes a chord with this audience,
who value the idea of their spending contributing towards
the betterment of the underprivileged, generating hope
for people and society.
Present-day
BRAND
PLATFORM
The being human brand embodies the six positive
human values of - Love, Care, Share, Hope, Help and
We are on a journey led by purpose that’s larger
than life for all of us, this in the true sense is
our guiding light and we weigh every single
decision on our 6 values and walk away from
every single decision that fails that test.
SANJEEV RAO
FUTURE CEO
Branding Trends BRAND
Speak
We believe that great product/service going forward
LOGO UNDER will be considered hygiene, the consumer will either fashion encompasses much more than
At Being Human, we understand that
differentiate on material value or emotional value, the
just physical appearances, it is also a
space on fence is getting smaller as time progresses.
way to express the inner self. We are
the Lens driven by our six brand values of Love,
Care, Share, Hope, Help and Joy. What
The logo was created to embody the crux of the 6 values Riding the Adtech resonates with our customers the most
is the fact that we have been able to
bringing dignity of life to the underprivileged hence the WAVE in its category of casualwear while being
of the brand.
become a brand that is amongst the top
Since our brand is all about generating hope and
socially conscious-In fact, it is our aim to
imbibe social consciousness in the very
pneumonic of heart with a brush stroke along with the
DNA of our products and stakeholders.
typeface with an original handwriting that has a hint of As a youth fashion brand, we keep abreast of
Youth today wants to engage with brands
childlike innocence. technology in the following ways:
where they know their purchases will
• Brand.com including ecommerce and Omnichannel retail contribute to a positive impact. They
• Single view of customer across online and offline want to buy from brands that offer
Breakthrough • Influencers and peer group marketing. best choices in terms of styling, pricing
channels (track the footprint) across all the mediums
and are a force of good for society
Being human customers recognize this
CAMPAIGN • Online Reputation management collective benefit that our brand offers.
• Programmatic display ads with concept of segmentation
to personalize target segments based on RFM and
product segments of choice.
“The Real Hero” is the first time Salman went on to being • Recommendation engines to personalize website
a part of narrative about the philanthropy driven by the shopping experience
brand. For Being Human the real hero are hundreds and • We use ad serving platforms to perform contextual
thousands of people who have decided to leave a cushy advertising using multi-variant testing.
lifestyle for betterment of the society.
Messaging: This campaign was about the teachers,
volunteers and doctors who are working on the twin
cause shared by the brand, and the message shared was
the true picture of the brand.
Media : Digital – Organic only
Online : Facebook , Instagram , Youtube, & Twitter
Results: Possibly a first by a brand operating in the
most competitive segment of youth causal wear fashion
creates a campaign that’s neither about a product or
lifestyle but about the true purpose of existence. w w w. b e in g h u m a n c l ot h in g . c o m
2022
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BRAND of-the-art IT office spaces. The current demography of sustainability and use of the latest technology has helped
the brand stand out in a crowded market, and establish
Bhutani Infra is a mix of businesses, entrepreneurs, and
Early Stages investors who value innovation, quality, and sustainability itself as a leader in the commercial real estate industry
in their real estate investments. Bhutani Infra’s focus on
in India.
Bhutani Infra is a renowned commercial real estate
company that is playing a pivotal role in shaping the
skyline of NCR. The foundation of the company was laid
in 1985 by Prem Bhutani and Anil Bhutani and it focused
on building office complexes in the city. In 2005, Ashish
Bhutani took over as the CEO and continued the legacy
of his predecessors. Bhutani Infra’s vision and ambition
have been the driving force behind the company’s
remarkable success. Today, Bhutani Infra is regarded as
one of the pioneers in the commercial real estate sector,
and its contribution to the development of urban India is
highly appreciated.
Present-day
BRAND
PLATFORM
Bhutani Infra has expanded its portfolio beyond
traditional office spaces to include upscale real estate
projects in the retail, commercial segments, and state-
Bhutani Infra’s core focus is creating value for
the end customer through technology and
innovation. Quality over quantity is a strategy
that has brought success to the brand in recent
times. Every project is seen as a landmark that
will attract customers, and concentrating on
a smaller number of projects at a time allows ASHISH BHUTANI
the brand to think innovatively and deliver CEO
lasting value. In the real estate sector, delivering
sustainable projects that are relevant and
futuristic is key, and Bhutani Infra is constantly
BRAND
striving towards that goal.
Speak
audiences. The “Is Tarah Uncle Ji Ne Kia Upgrade To
LOGO UNDER Bhutani” campaign, which highlighted the affordability Within the next five years, the focus of the
of commercial real estate for mid-sized enterprises,
brand would be to enter into the luxury
residential segment along with creating
was particularly successful. By innovating their content
beautiful commercial spaces that are set
the Lens strategy and delivering authentic messaging, Bhutani to change the face of real estate in India.
Infra has built a strong brand identity within the industry,
Our vision is to become a torchbearer of
cementing their position as a leading commercial real
innovation and excellence.
The Bhutani Infra logo was designed to embody the estate developer.
brand’s core values of innovation, growth, and forward-
thinking in commercial real estate development. Our
goal was to create a simple, elegant, and timeless logo FUTURE CUSTOMER
that best represented our brand.
our brand’s vision of the future growth. We selected Branding Trends Testimonials
The upward-pointing triangles in our logo symbolize
black and white as our primary colors to convey Investing in the Alphathum project has
professionalism, reliability, and sophistication. Our Digital platforms are set to become the central marketing been a satisfying experience. Given its
choice of a clean and minimalist font conveys modernity platform for real estate in the future, providing greater strategic location, the property has given
and a strong brand identity. Our logo has become a reach and the ability to connect with the target audience. good return on investment.
-Neha Thukral
recognizable symbol of our innovative and concept- Social media and video streaming platforms are expected
based commercial spaces. It has helped us establish a to further revolutionize property marketing, making brand
Best investment plans at affordable rates.
strong brand presence in the industry and reflects our presence on such platforms essential for success. We are Very professional team.
commitment to providing sustainable and concept- also exploring metaverse and concepts better project -Amit Kumar Singh
driven commercial real estate developments. experience to customer.
Invested at Cyberthum Noida Sector
140A and highly satisfied with the
Riding the Adtech experience provided by the sales team.
Breakthrough - Manas Ballav
CAMPAIGN WAVE
Bhutani Infra has effectively utilized video platforms such
Bhutani Infra’s 360-degree integrated marketing as YouTube and social media platforms like LinkedIn and
approach has successfully created an honest connection Instagram to connect with its customers. The aim is to
with customers across all touchpoints. The brand’s diverse educate customers about the company’s latest offerings
campaign strategy, including print ads, radio, blogs, and maintain a personal connection with the audience
and social media, has been instrumental in engaging through technology. w w w . bh ut a n i g r o u p . c om
2022
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with customers to understand their needs and provides One of the most important brand values of Birla
BRAND appropriate solutions that result in vital consumer benefits. Aerocon is to support its stakeholders ranging from
Today, a number of leading builders and developers
engineers, policy makers, carpenters, masons, labourers
Early Stages highlight the use of Birla Aerocon to promote their projects. to construction workers.
A part of the CK Birla Group, Birla Aerocon is an integral
brand of HIL. The head office is situated in Hyderabad,
Telangana State. The CK Birla Group is a growing US$ 2.8
billion conglomerate that has a track record of enduring
relationships with renowned global companies.
A leader in Green building products and a one-stop
solution for all building needs, Birla Aerocon is committed
to building a dream nation with Green building solutions
for a greener and better. Birla Aerocon range consists of
Dry Walling Solution and Wet Walling Solution.
Present-day
BRAND
PLATFORM
Over the last twenty years, Birla Aerocon products have
evolved Hospitality & Leisure and undergone rapid
technological innovations. Birla Aerocon works closely
Birla Aerocon ceaselessly works with its
customers to understand their needs and
provide appropriate solutions that result in
vital consumer benefit.
Birla Aerocon products have been specified
as mandatory for construction in many iconic
projects and government projects. AKSHAT SETH
MD&CEO
FUTURE
LOGO UNDER Branding Trends BRAND
Speak
the Lens The introduction of new materials, building technology, The use of innovative construction
digitization, and inclusion of cutting-edge technologies
like AI have today transformed how buildings are technology can save time.
Birla Aerocon represents the changing lifestyles of conceptualized, planned & built. Birla Aerocon products can be used in
consumers and focuses on the growing concern for It is integral to have technologies that can be used to almost all kinds of interior & exterior
building applications without any hassle.
environment improvement. build houses rapidly but at affordable rates.
Hence these readymade, easy-to-
Birla Aerocon brand become the benchmark brand in
use products help in the hassle-free
the building materials industry with the introduction of completion of construction in lesser time.
With continuous development and innovation for Riding the Adtech
innovative and cutting-edge products and solutions.
progressive growth, Birla Aerocon has taken positive
steps towards being ready to be a completely Green WAVE CUSTOMER
brand in the near future.
Today, Birla Aerocon stands tall with an indefatigable Testimonials
commitment to being the smart and the right choice to Birla Aerocon has taken the lead in training and orienting
save planet Earth. contractors, masons, carpenters. etc. of the infrastructure Birla Aerocon products are best in the
and construction industry. industry and these are eco-friendly that
The training imparted by Birla Aerocon’s team of helps to save the environment.
Virendra Singh
Breakthrough experts in technical solutions involves workshops and Birla Aerocon brand is the industry
skill upgradation through digital platforms.
CAMPAIGN pioneer to introduce many innovative
and cutting-edge products that are
environmentally friendly.
Dheeraj Reddy
Birla Aerocon has continued its successful presence on
digital platforms, connecting with its major influencers
and end customers. This helped create an awareness
about the legacy of the brand, and the quality, usability
and versatility of the products, while also educating the
audience on modern technologies of construction. Also,
Birla Aerocon managed to successfully drive digital sales
via e-commerce platforms such IndiaMart. Birla Aerocon
regularly participates in national and international
exhibitions that focus on specific target audiences.
w w w . h il . in
2022
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and mixed use properties and to be amongst the which contribute to more than 65% of the overall
BRAND top 3 real estate companies in India. The company absorption in terms of value in the country. ‘Putting
is headquartered at Mumbai and currently has
the customer first and at the center of everything
Early Stages regional offices in NCR and Bangalore. Our core that we do’ is the core value of Birla Estates and the
larger Birla Group.
markets are Mumbai, Bengaluru, NCR and Pune
Birla Estates Private Limited is a 100 per cent wholly owned
subsidiary of Century Textiles and Industries Limited, the
Company with a presence in textiles and pulp & paper, now
a part of the Aditya Birla Group.
With over 100 years of legacy, Century Textiles &
Industries Ltd. forayed into real estate with Birla Estates in
2016. The initial focus of Birla Estates is the creation of a
strong brand in real estate largely through development
of premium/higher mid-income residential housing in
identified land parcels owned by the Group as well as
through Joint Ventures with landowners.
Present-day
BRAND
PLATFORM
In the long term, the company is focused on
developing world class residential, commercial
We design our products through deep and
scientific consumer insight. The endeavour
is to not just provide the stated needs of the
customer but to also think and imagine the
future requirements of the customer and plan
and provide for those today in the project.
K. T. JITHENDRAN
MD & CEO
Riding the Adtech
WAVE BRAND
Breakthrough Speak
CAMPAIGN At Birla Estates we have always tried to be one-step at decadal high levels despite a steep increase
The residential real estate sector continues to
ahead in terms of analysing data to make better our
grow at a significant pace with the absorption
communication and offerings to our customers. We
quickly adapted to the digital mode to reach out to in interest rates by the central bank owing to
inflationary pressures. Regardless of the global
Birla Estates lit up Mumbai’s Skyline with a unique customers and ensure that they still get the same quality
macroeconomic volatility and suggestions
drone show announcing the launch of their premium sales experience. This strategy is part of an agile and
of an impending international recession, the
flagship development, Birla Niyaara. The unique drone resilient business model as in that helps us function like an domestic demand is expected to remain
show, comprising of 350 drones was conceptualized agile start-up backed by the might of a stable and credible robust and stable. The affordability still remains
to showcase the century old legacy of Birla Group. It corporate. We would be complimenting the prevalent high compared to the pre-covid times though
highlighted how the brand’s expertise has finessed over style of working with the emerging technologies. the prices are expected to move up due to
generations with innovation, authenticity and reliability. good demand and hardening raw material
prices. Birla Estates with its established brand,
The stunning drone show conveyed how the launch of
robust processes, experienced leadership team
Birla Niyaara is a precipice of yet another epic journey,
and superior delivery capability is well poised
of curated homes and lifestyle and a tower that will
to grow rapidly.
be as iconic as the mills, on the same land where the
journey started.
CUSTOMER
FUTURE Testimonials
Branding Trends Experiencing your company’s efficiency and
professionalism first hand, we know why
people speak so highly of the Birla Group
In real estate, digitization will dominate house tours, Rajat Ray, Customer, Birla Navya
property administration, transactions, capital allocation
and even consumption habits. Advances in artificial Thanks to your Birla Estates’ team also for
intelligence (AI), virtual reality (VR), and augmented the excellent teamwork displayed during
reality (AR) are also driving the creation of fresh Birla Vanya phase 2.0 launch.
Subhash Chandra Jha, Customer, Birla Vanya
opportunities and improving the client experience. This
has compelled developers to adopt VR technology to
allow potential house buyers to take an online virtual
tour of the properties using 3D apps. Online open
homes, virtual bookings, and augmented reality tours
are paving the way for luxurious homes with hi-tech
interiors w w w . b i r la e s t a te s . c o m
2022
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as per customers preference. No two Bonito homes
BRAND are the same as we do not follow a catalogue route.
With designer tie-ups we also made celebrity-designed
Early Stages home more accessible, that make us one of a kind brand
in our domain.
“Founded by a group of six friends way back in 2012,
Bonito Designs was set up as a factory that would give
life to beautiful interior designs for residences. In 2017
the brand shifted its business model and adopted the
agency model to design and execute projects driven by
tech engagement. In 2019, the brand raised an equity
from Tomorrow Capital, followed by an investment by
Lodha Ventures in 2020.
The brand caters to new home buyers who are looking
out for personalised interior design services.”
Present-day
BRAND
PLATFORM
As a challenger brand, we came with a strategy and a
model that will make us stand out and create a niche.
We are only into full home interiors that are personalised
“The biggest lesson that we have learnt is
“create a differentiation”. One does not have
to follow what others are doing in the industry.
Identify your strengths and stick to them.”
Breakthrough AMIT PARSURAMKA
CEO
CAMPAIGN
BRAND
“Make your limited edition home - You are unique so
should be your home. Speak
The campaign captures the very essence of Bonito At Bonito we are all working towards
LOGO UNDER Designs i.e. personalised design.” organisation the biggest player in the
a common goal - making the
Interior Design Space. We have set
the Lens FUTURE Bonito works towards achieving. It’s more
certain milestones and the entire team at
“Everything that Bonito Designs stands for is embodied
in the logo. Its structure and design are sacred. The Branding Trends of a culture here.
symbolism of the ladder/steps and infinity represents
Innovative Expansion And Endless Possibilities. Brands will no longer be just about visual identities; CUSTOMER
The fact that we do not have any constraints has been The future of branding will be about understanding
one of our greatest strengths as a company. This path customer pain points, resolving them and providing Testimonials
uncovers a place that is vast, taking into mind the many a great experience. With technology, personalised
opportunities that we could bring to the table for both communication will take a leap. Relevancy will prevail, While there are numerous testimonials
our team and our customers. but brands need to be more accessible, responsive that speak volumes about our service,
The colour Warm Red is associated with being and interactive. In the case of an industry like ours, a delivery etc. the best ones are in the form
innovative, bold, and warmth, & Charcoal Blue is smooth online to offline engagement will play a key role of referrals and in some cases a repeat
order for their second home.
associated with premium quality and elegance.” in delivering an experience that the customer has not
- Ravi Verma, Bonito Designs Customer
imagined.
The design has turned out the way
we wanted it, so we have fallen in love
Riding the Adtech – Lalitha – Bonito Designs Customer
with this house.
WAVE The end result is beautiful. We have
found our dream home
– Mrs. Pavithra,
Bonito Designs Customer
We are a tech enabled brand, and with growing
penetration of digital in marketing, one can’t ignore
the Adtech wave. Moreover for a brand like ours which
is into the business of personalised Home Interior
designs, Adtech proposes immense opportunities.
Our future campaigns will focus on different customer
cohorts, for personalised and behavioural targeting
through various channels. w w w . b on it o .i n
2022
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presence with more than 1000+ premium MBO stores strong marketplace presence across various ecommerce
BRAND across affluent localities in Metro, Tier 1 & 2 cities. We are platforms like Amazon, Myntra, Ajio, and more which has
also present in multiple large-format store channels like
further fueled the digital growth story. Boutique Living
Early Stages Shoppers Stop, @Home, Danube and more to cater to has design studios present in New York, Manchester &
Mumbai to further fuel their success.
audiences in different parts of the country. There is also a
Boutique Living, is a premium bed & bath brand from the
house of Indo Count Industries Ltd. which is the largest
Home Textile Bedding manufacturer in the world. The
Boutique Living range includes bedsheets, comforters,
dohars, fitted sheets, towels and the products are
ranging from 200TC to 1000TC including premium
Bamboo cotton, Egyptian cotton, Tencel and more.
Boutique Living is India’s top premium quality bed &
bath accessories brand and was recently recognized as
one of the Best Brands for 2022 by the Economic Times.
Present-day
BRAND
PLATFORM
Boutique Living’s aim is to offer premium quality products
to customers and therefore have an omni-channel
At Boutique Living, we believe that an
exceptional product should do more than just
meet its intended purpose - it should elevate
the customer’s experience and become a
treasured part of their story.. Designed for
inspired interiors, Boutique Living’s bed linen is
the perfect backdrop to “Unfold the Moment” K K LALPURIA
Executive Director & CEO
FUTURE BRAND
Branding Trends Speak
LOGO UNDER The textile industry is expected to witness a shift towards testament to everyone who works towards
“To be recognized for our work is a
sustainable and eco-friendly materials. Personalization
the Lens and customization will become more important as making our products. Across all verticals,
Boutique Living’s core values are inclined
consumers seek unique experiences. Social media and
towards providing premium quality products
influencer marketing will remain a key platforms for
and making customers happy.”
Boutique Living was born through the idea of creating building brand awareness, engaging with customers, and
something elegant, eclectic and exquisite all at once. showcasing products.
We envisioned a brand that is synonymous with pristine
designs and exquisite quality. This is the exact story CUSTOMER
we wanted to tell with our logo, one that exudes royal
grace, but with a new age twist. There were days of Riding the Adtech Testimonials
team knew we had an absolute winner at hand! Minimal WAVE “Every product has given us the most
brainstorming and nights of contemplation, but the
moment we laid eyes on the final product, the whole
yet majestic, subtle yet sublime, our logo defines our luxurious experience”
core philosophy. Boutique Living has a strong digital presence resulting “Extremely comfortable, best quality cotton
and so lightweight. It is truly a premium
in double-digit growth. As of Q3 of 2022, the brand has
quality product”
over 60k followers on Facebook, Instagram, and YouTube.
Breakthrough It has an extremely high digital reach and engagement. “Every room in my house has a Boutique
The aim is to grow in the years to come.
Living bedsheet as all the products are
CAMPAIGN extremely skin-friendly and comfortable”
Boutique Living’s CSR initiative called ‘Karenge
Poore, Sapne Adhure’ was one of these breakthrough
campaigns for us. The initiative found its roots from the
Pinkvilla Style Awards 2022, where Kartik Aryan, Anil
Kapoor, Shikhar Dhawan and a bevy of other celebrities
participated by receiving a customized ‘dohar’ set
designed by Boutique Living. For every celebrity that
took part in the activity, Boutique Living in collaboration
with the Veer Senani Foundation sponsored the
education of 25 promising young children who lost one
of their parents in the line of duty. w w w . i n d o c o u n t . c o m
2022
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with Style, Comfort and Durability, bringing the best millennials and GenZs. We have established an expansive
BRAND global designs and technology to India. Our brand’s omni-channel experience with a pan-India distribution
pillars are celebrating fashion and lifestyle, confident
network that is spread across trade distribution and
Early Stages self-expression, and promoting movement. We focus direct-to-consumer channels with over 425 distributors
and 20,000+ retailers.
on trends which resonate with the personalities of
The journey of Campus began in the financial year
2005-06 (FY 06) in Delhi and has crossed many grand
milestones to become India’s one of most preferred
footwear brand. From a very modest beginning, we have
created India’s fastest growing sports and athleisure
footwear brand. Even when we were a very small player
in the industry, we had successfully instilled the culture
of innovation in terms of product design, distribution,
marketing and branding. We wanted to think afresh, try
bold new ideas and grab more eyeballs, especially from
the young generation of India.
Present-day
BRAND
PLATFORM
Since 2005, Campus has been an integral part of the
daily active lifestyle of Indians. The brand is synonymous