Organizations must upgrade their capabilities
continually with focus on flexible manufacturing
processes & robust systems. One should thrust
upon creating smart factories, a conglomerate
of versatile technology & efficient management.
Companies should focus on attaining & retaining
talented human resource, which is most important GURSHARAN SINGH
aspect of any business entity. Industry should Chairman & Managing Director
create well-defined strategy for expanding
product horizons, shorter development cycles
& faster ramp up of capacities. Aforesaid BRAND
strategy has enabled us to get a plethora of
global customers across product platforms, Speak
which has helped RACL to emerge even stronger
LOGO UNDER by each passing year, while facing continually approach, as we believe strongly that we can’t
Brand RACL Geartech has customer centric
uncertainties & volatilities.
build the brand, rather, it is the customer
the Lens who builds our brand. Therefore, we work
relentlessly, to get customer delight by
providing a reliable product with hundred
the form of a Gear, core product, which we manufacture. FUTURE percent on time delivery & value for money.
RACL’s Logo comprises of an infinity symbol created in
Infinity symbol depicts endless applications. As we
commonly say within our network that everything except Branding Trends CUSTOMER
Human body needs a gear to work, whether it is a watch,
a car, a ship or an aircraft. It can be perceived in a lot many Advent of technology, internet and social media, has Testimonials
ways. It depicts constant learning and growth along with made convenient, not only, to promote brands but also
our perseverance and continuous zeal to give our best. engage with stakeholders in more effective manner. Even Thanks for the warm welcome. Very
successful development since my last visit.
Our Logo is our Brand identity that differentiates us and B2B Companies like ours, which do not directly cater to
This is valid for your company as well as
makes us stand out in the industry. the consumers are able to develop brand, attain business
for our relationship. let’s continue that
growth & known amongst folks.
successful common way. Thanks
A global customer from Austria
Breakthrough Riding the Adtech Thanks a lot for having us RACL. We see a
CAMPAIGN WAVE highly motivated and experienced team. We
enjoyed the time here. Looking forward to
continue the good collaboration. Quality
first – please continue.
A global customer from Germany
RACL’s long standing approach of building an excellent
level of advanced manufacturing with matching human B2B players usually thrive on word of mouth from I am very impressed by good combination
resource skills, has been a driving force to maintain customers. In the present scenario, flow of information of highly advanced technology and
leadership position in global markets. Company has gets exchanged on digital platforms, where customers stringent shop floor management. Keep up
strong focus towards attaining customer satisfaction are able to leave their reviews or feedback enabling us the good work and high quality.
One of the top European Motorcycle
through concurrent engineering, adoption of advanced to improve performance, work better, retain customers’
manufacturer
technologies with utmost thrust on Zero defect quality, confidence & build a name for ourselves.
sustainable Environment management & efficient
utilization of resources. It provides value for money to its
clients, which has helped RACL to create & maintain long
term business relations of over two decades with top
global OEMs’ with similar trends to continue in future. w w w . r a c l gea r t e c h . c om
2022
5 EDITION
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India for its flagship electrification schemes and has been future. REC has recently diversified into the infrastructure
BRAND constantly expanding its area of operations to include new & logistics sector to cover areas such as airports, metros,
businesses. The brand strategy is to align corporate goals
railways, ports, bridges, etc. REC aims to play a pivotal role
Early Stages with national and global goals of creating a sustainable in catalysing futuristic technologies & infrastructures.
Established in 1969, REC has been tied closely to Nation’s
ambitions, and has been an ever-evolving brand. It started
out with the mandate to energize agricultural pumpsets
and later moved on to financing power projects in India.
From starting off with one regional office in Kolkata
to having 22 offices across the country; From being a
miniratna in 1997 to now being a Maharatna company;
From powering agricultural pumpsets to now having
powered villages and households across the country
- the company has witnessed tremendous growth as a
brand and as a corporate citizen of national importance.
Present-day
BRAND
PLATFORM
REC is a trusted company with an expertise of 50+ years
in financing. It is a reliable partner to the Government of
The most important learning from our brand
journey is to forge a connection with the
communities through nation-building and
ESG activities. A genuine endeavour to create
a socio-economic impact results in increased
reputation and image of a company to finally
transform into brand equity. VIVEK KUMAR DEWANGAN
Chairman and Managing Director
LOGO UNDER feeds and predictive intelligence of the chatbots make it BRAND
easier to provide engaging & entertaining personalized
customer service through branding.
the Lens Speak
REC’s logo has evolved with the expanding mandate of the Riding the Adtech REC Limited was founded with the
goal of financing and promoting the
to depict REC’s diversification into new areas of business. WAVE company has adopted new models to
organization. The initial logos depicted the story of REC’s
Indian power sector. Over time, the
role in India’s agricultural growth. The logo changed in 2003,
improve its operations and meet the
In 2007, REC started offering financial services across the changing needs. Leveraging the role
power sector value chain. Therefore, a new logo identity To effectively connect with the target audiences, as a nodal agency for government-led
was introduced with the tagline “Endless Energy. Infinite technological tools for data-collection, analysis, targeting programs, REC has transformed itself
Possibilities”. The Sun depicts REC’s endless commitment and retargeting have become indispensable. REC has been from a B2B business to a household
name as a leading brand with tagline of
to tapping all the possibilities to fulfill India’s ambitions actively including digital ad networks in its media mix and
Endless energy, infinite possibilities.
and our thrust on new and sustainable technologies. making use of adtech to understand the demographics,
behaviours, needs and interests of its stakeholders, as well
as, optimizing ad spend by tracking performance metrics
Breakthrough like reach, effectiveness and frequency. CUSTOMER
CAMPAIGN Testimonials
As per the customer satisfaction Index of
125 customers of REC, 80% of customers
To establish itself as a thought leader and an enabler
are satisfied on an overall basis and REC
of new technology and innovations, REC organised
was found to be superior to other similar
‘Powerthon’ inaugurated by Hon’ble Power Minister Shri institutions in terms of ‘interaction’ and
R K Singh and participated in by 275 Technology Solution ‘procedural simplicity’.
Providers from across the country.
FUTURE
Branding Trends
With the marketing world moving at a lightning
speed, AI appears to be the most empowering tool
to cope with constant change. Advanced algorithms,
automatically generated content, customized news w w w . r e c in d ia . n i c . in
2022
5 EDITION
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recommendation of friends/family/colleagues. The brand has been able to curve a niche position
We continue to strengthen our product offerings,
BRAND network and service. All efforts and communication are in the market by developing category leading and
innovative product offerings and becoming the 5th
Early Stages targeted to cement these 3 values that we offer. largest GI companies in the country today.
Reliance had been an established conglomerate and
respected household brand name for over four decades
before Reliance General Insurance was founded in 2000
in Mumbai. Brand Reliance General Insurance rode on
the group’s legacy for the first couple years, propelling
the success and the initial growth. However, continued
innovation in product solutions, extended sales support
and efficient service network across India have helped
the brand garner substantial share of mind and market.
While the TG is all pervasive across the country, the
buying audience is mostly males aged between 25-50.
Present-day
BRAND
PLATFORM
Our current brand awareness for Q4FY 22 is at 80%.
Customers associate our brand with the wide range of
product offerings. Our brand association is also driven by
In insurance, communication uniqueness is
critical to gain mindshare as every brand has
the same product mix. Adapting a simplified
communication approach is imperative. Strong
digital strategy & delivering messaging through
precision marketing on a strong Customer
Lifecycle Platform can be useful. ANAND SINGHI
CDO
FUTURE BRAND
Branding Trends Speak
LOGO UNDER Brands becoming content creators will be one of the future feat, and our secret sauce to being one of
“Building an insurance brand that
branding trends. It is interesting to note the shift from
customers love, is an absolutely amazing
taking one -way/inside out approach to conversational/
the best, is constantly building what our
the Lens outward in approach. Specially in category of insurance, customers want. We keep our customers
there are multiple instances to interact with consumers
at the centre of our initiatives and build a
at every cycle.
connect with them at the deepest level.”
Being a part of a conglomerate, the colors and fonts of
Reliance General Insurance have been inherited from the
brand Reliance. White represents transparency in our Riding the Adtech
logo while Blue signifies trust and innovation. CUSTOMER
We have taken it to the next level by ensuring category WAVE Testimonials
Being a household brand name for over four decades,
the success of our logo is derived from the brand’s legacy.
defining product innovation and industry best services “I am very Happy with services of your
thereby strengthening customers’ trust in us. We have been using various tools to tap the right company. Keep up the good work.”
customers. CleverTap and Netcore Cloud are a few tools Rishabh Kumar Shukla
that we use regularly.
“I am writing this to express my
Breakthrough appreciation for the Excellent Customer
Service Support.”
CAMPAIGN Deepak Chourasia
“I am really satisfied with the motor claim
services of Reliance GI.”
While our TG has been all pervasive, we wanted to appeal Ogifa Khatun
to today’s youth. The introduction of brand Mascot
‘BroBot and its family’ during a 360-degree brand
revamp was our breakthrough campaign. BroBot was
the personification of our brand that is friendly, quirky,
efficient, vibrant and innovative. The design, language
and the tonality were very different from the classical
milieu of insurance communication. Since then, all our
campaigns, like #CarkaYaar, #MeriPolicyMeriChoice
#ZyaadaSeBohotZyaada, have been unique and
attention grabbing, resulting in high brand awareness
and trust scores. w w w .r e l i a n c e g e n e ra l. c o . i n/
2022
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across 180 countries universally . ROCA caters to ROCA offers a wide variety of products catering to the
BRAND the mature audience as well the young and affluent needs of bathroom and all these products are customer
centric with respect to pre sales and post sales. ROCA has
category of customers interested in technology and
Early Stages function . a large plumbing technicians.
Roca, a Spanish Owned Group, is a legacy brand and
has been a global frontrunner in the bathroom space for
more than 100 years with a focus on Design, Innovation,
Sustainability and Wellbeing. In India, Roca consolidated
and strengthened its position by joining hands with
Parryware in 2006. As toilet locations were moving
from outside homes to inside backyards, we saw an
opportunity to glamorize the category and decided to
create an entire segment of stylish and design oriented
bathroom products. We provide solutions for all age
groups under all income brackets.
Present-day
BRAND
PLATFORM
ROCA as a premium brand and orginating from
Europe, serves high net worth customers in India. Each
of the product manuftured by ROCA is designer made
and also environmetally conscious. ROCA is avaialble
Premium brand needs to address wide and
demanding needs of the premium customers,
right from product selection assistance to
installation assistance and post installation
service assistance.
K.E. RANGANATHAN
Breakthrough Managing Director
CAMPAIGN BRAND
Our campaign which featured our signature product Speak
“KHROMA” range of basins in a YouTube campaign
which was a huge hit and this has certainly made the ROCA is a brand with 100 years of legacy
customers more curious and interested about our and progressive growth with high level of
products. We were able to see clear results in terms of consistency across the globe. In India ROCA
customer enquiry and brand recall through the accrued brand offers same promise as is being
offered in Europe or through out the globe.
1.5 Million impressions.
FUTURE CUSTOMER
LOGO UNDER Branding Trends Testimonials
Roca has made my bathroom more
the Lens Premium brands , looking at Indian market will continue aesthetic and complete.
to address the look and feel of the brand and will ensure After sales service of Roca is top notch
ROCA logo was given a refresh in the last decade. ROCA rich premium looks both during the day and in the night. and I would certainly recommend it to my
is a 100 year old brand and perhaps one of the worlds Showrooms will be highly embellished with richness of friends.
oldest Sanitary ware brand. The ROCA logo has evolved LOGO and will communicate richness and luxury.
Design & features of Roca has always
over 100 years and the current logo is contemporary and
amazed me and the product’s quality
appeals to all range of customers.
stands out from all the other brands.
Riding the Adtech
WAVE
Brand ROCA has been a top performer across the social
media platforms and also Brand ROCA ensure many
other digitization experience to the stake holders. The
business meet , Loyalty program - Familia Feliz, involving
trader partners is conducted digitally and is appreciated
very well.
w w w . r o ca . i n
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took charge. Today RoohAfza anchors the portfolio Today RoohAfza is a global beverage. It is a tradition,
BRAND of Hamdard.. inspiring new category introduction. heritage, and a culture. We produce around 45 million
Hamdard is headed by the third generation of the family,
units of RoohAfza every year and command market
Early Stages while the fourth generation is exploring new frontiers to leadership with 50% market share.
fulfil the dreams of the founder.
In the early stages, we faced partition in 1947. One part
of Hamdard family migrated to newly created country of
Pakistan which now manufactures RoohAfza in Karachi
and Bangladesh. Despite this, RoohAfza’s fragrance
(Mehak) is continuously flourishing.
While practicing at his dispensary in Delhi, Hamdard’s
founder Hakeem Abdul Majeed created a herbal
sharbat in 1907, blending flowers, fruits, vegetables and
medicinal herbs. He named it Sharbat RoohAfza.. the
one which nourishes and uplifts the soul. The founder,
being a visionary with high hopes on the product, had
wished...”one day in future Hamdard will serve the people
and better their lot.”
Present-day
BRAND
PLATFORM
Earlier, RoohAfza was filled in heavy glass bottles with
wooden corks. The logo was created in 1910. On demise of
the founder in 1922, his elder son Hakeem Abdul Hameed
In 1980s, the domination of carbonated drinks
affected herbal beverages. RoohAfza too faced
the heat. But bold and risky head-on strategies
against fizzy drinks put RoohAfza on a strong
footing, establishing it as a ‘natural beverage’. It
was a turning point for RoohAfza when it’s sales
growth reached new heights. Communication
focussed on housewives and children was adopted. HAMID AHMED
LOGO UNDER Trustee and CEO
the Lens food bloggers, and sweet recipe developers. It started
attracting attention of Industry circles, and the chambers
of commerce where it won several awards year after year. BRAND
Perhaps RoohAfza was the first Indian beverage packed
in labelled bottles in 1907, and soon became popular all Speak
over India. Hamdard established it’s mass production
in 1940 and the product was presented in ‘Polo’ glass It is our endeavour that Hamdard’s
bottles duly expressed by exclusive design, colourful pure food products brings benefit to
label, logo and yellow cap. people. There is always ample demand
RoohAfza Trade Mark was registered in 1942. This was for food and beverage products but to
make inroads is uphill task, particularly
the period of Indian freedom struggle and movement of
when one carries a legacy of Hamdard
people across the various province took RoohAfza to the
and Rooh Afza brand. Our challenge
cities of Lucknow, Hyderabad, Karachi, Dhaka, Chittagong is to remain rooted to our values and
etc, making it the subcontinent’s national drink. image and at the same time continues
to give the product that customer
loves. The consistency in brand
FUTURE serious business of Food Products to
investment is vital as we are now in
give the world ‘good food’.
Branding Trends
The company launched RoohAfza flavoured fruit juices
like Pineapple, Orange, Mango aptly called ‘RoohAfza
Fusion’. Recently in 2019-20, RoohAfza mixed variants of
Lassi and Milkshake were launched.
The versatility of RoohAfza inspires to extend it into
various food offerings like RoohAfza Falooda, RoohAfza
Mousse, Souffle, Candy etc. Hamdard is now open and
ready to take RoohAfza brand to the next-gen.
Riding the Adtech
WAVE
By late 90s and early 2000, RoohAfza became a buzzing
subject for various, food technologists, film artists, poets, w w w . h a m d a r d . c o m
2022
5 EDITION
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a 360° solutions provider. We are today a pan-India, cater to more than 28 million customers across the
BRAND multi-platform – phygital player with a presence across country through 2000+ people and 160+ branches.
deeper markets through a vast distribution network. We
We offer complete general insurance solutions – from
Early Stages have evolved from a motor-centric general insurance retail to corporate to government – and have managed
to retain our customer-centricity despite the scale of
player into a leading player in health insurance through
our highly renowned Lifeline suite of products. We operations.
We are a homegrown brand that aligned with the best
global partners and, in the process, built a credible service
and product innovation company in general insurance. We
are headquartered in Chennai and started operations as the
first private sector general insurance company in India to be
licensed in October 2000 by the Insurance Regulatory and
Development Authority of India. Our brand became one of the
largest in the motor insurance segment. Our key customers
were first-time owners owing to our affordable product suite. Now comes with
We invested in the service infrastructure comprising agent 15%
base premium
and digital network – enabling us to sustain our relevance reduction*
*With e�ect from
th February 2022.
amidst an evolving and highly competitive landscape in the Family Plus 15
Health Insurance Plan with Maternity Bene�ts
past two decades. and to cover everyone in your extended families. UIN: RSAHLIP22200V032122
Covid-19 pandemic has proven across the World and in India that how access to Healthcare is so important for everyone in
the family right from newborn baby to husband, wife, parents, parent-in-laws, grandparents, grandchildren etc. In fact,
Covid-19 has acted as a great leveller in history of Indian Healthcare which has proven that anybody from anyone�s family can
get admitted to hospital all of a sudden and in such a time you need Health Insurance Policy which takes care of everyone in
Present-day the family irrespective of age.
Family Plus is an ideal product as you begin to plan your family and plan to cover your entire family. The product comes with
rich benefits like no Room Rent Capping, Reload Benefit, No Claim Bonus and unique combination of 2 different Sum
Insureds i.e. one Individual which is available to each family member on individual basis and common floater sum insured
BRAND which is available across all members of the family covered in the policy. Coverage for 19 di�erent
Key Features
Combination of
Maternity Bene�t with
PLATFORM Nutritional Allowance Bene�t* Individual � �oater Relations in the same policy
Sum insured in the same policy
Second opinion for
Emergency domestic
Reload of sum insured
critical illness
evacuation
Organ donor expenses
No-Claim Bonus
Ayush treatment
Vaccination in case of
animal bite Annual Health Check-up All day care procedures
Pre & Post hospitalisation Inpatient Care - hospitalisation Domiciliary hospitalisation
expense for at least 24 hours
In time, we continued to invest in a broader suite of Zonal Pricing Instalment Options Access to best Hospitals
in India
general insurance products, thereby evolving into *First time in health insurance industry in India.
We have always believed in the vital lesson that
the key to sustained engagement is building
relationships in a world that is increasingly
digitising. The process can be highly time-
consuming and seemingly slow – but the impact
of the same is much more rewarding than any
conventional mode of communication. In doing TM SHYAMSUNDER
so, digital can be a powerful medium. In other COO
words, building offline relations can only be
capitalised by engaging online. The second
lesson is to think regionally. Emotions are best
evoked in the language in which customers
think and interact. BRAND
LOGO UNDER Speak
the Lens FUTURE product meets better servicing standards.
A good brand is built when an excellent
Royal Sundaram is all about that
Our logo sports our identity – it comprises a blue shield Branding Trends combination. From being the first to the
best, the journey has been the brand’s
and a bright yellow/ gold sun. This signifies protection and
destination.
sustenance – while the shield secures, the sun nurtures. As technology evolves, the secret to sustained brand
Blue, the colour of trust and power, is primarily identified recall and trust will continue to be personal engagement.
with the global financial services industry. Yellow or gold A brand is as good as the product it offers. A user-
is the colour of opulence and happiness that one can friendly, well-thought-through, affordable product CUSTOMER
truly experience, given the complete assurance of being backed by excellent customer service will always form
protected. The name denotes our founding institutions the foundation of any strong brand. At the same time, Testimonials
– Royal and Sundaram Group. Today, our lineage with waning attention spans, no one can take their brand
comprises of Indian parent – Sundaram Finance, one for granted. The focus will increasingly be on keeping the
“One of the best companies to be
of the country’s most respected non-banking financial relevance for a sustained time. associated with. Lighting fast process and
institutions (NBFCs), and Ageas Insurance International highly credible customer service.”
N.V., based out of Belgium who acquired a 40% equity
stake in us in 2019. “Best health insurance product in the
Riding the Adtech country – a true lifeline for aspirers and
achievers alike.”
Breakthrough WAVE three cornerstones that define my Royal
“Trust. Access. Personalised service –
CAMPAIGN Personalisation meets precision targeting which forms Sundaram experience.”
foundation of our Adtech strategy. We have used the
digital medium to amplify content engagingly – thereby
We have, since our inception, focused on building using locational data to tap into diverse customer
relationships and awareness through sustained, people- segments at their time and platform of convenience.
focused regional campaigns. In the past three years, we
have also invested in multiple digital campaigns, utilising
data, location and customer segment intelligence to engage
with potential and existing customers directly. Along with
the digital presence, we have also focused on our agency
network – which differentiates us in reaching out to our
customers in a highly personal and efficient way. w w w . r o y a l s u n d a r a m . i n
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With 40+ years of analytics innovation SAS continues
BRAND resulting program – the Statistical Analysis System – to help customers around the world transform data
gave SAS both the basis for its name and its corporate
Early Stages beginnings. into intelligence and drive progress. SAS has evolved to
become a leader in analytics.
In 1976, the company incorporated as SAS Institute
Inc. and commenced operations in July with four
In the late 1960s, eight Southern universities came employees. Since then, SAS has grown to become one
together to develop a general-purpose statistical of the largest privately held software companies in the Present-day
software package to analyze agricultural data. The world.
BRAND
PLATFORM
Today, SAS headquarters remains in Cary, North
Carolina with offices in more than 50 countries. While
the category of Analytics, data management and AI has
exploded over the last decade, SAS remains a leading
brand with over 80,000 business, government and
university customer sites across 145 countries.
SAS’s journey in India commenced in 1997 and since
then has become a brand synonymous with analytics
with a strong footprint across sectors such as BFSI,
Government, Utilities, Healthcare, Manufacturing
amongst others. It’s proven domain solution like Fraud
& Risk Management, Marketing Analytics and IoT are
delivering immense value to these industries. With SAS’s
analytics platform now becoming cloud- native and AI-
enabled, SAS as a brand has the ability to address the
complete analytics lifecycle for it’s customers.
Every brand is different and needs to find
their own unique beat. But here are some
observations, and principles:
• Know who you are, and who your audience needs
you to be. Easier said than done but clarifying
LOGO UNDER • Data, data, data. Whether it is campaign studies, Co-Founder & Chief Executive Officer
your core value proposition and building a
JIM GOODNIGHT
distinct voice and identity around it is key.
the Lens brand studies or qualitative assessments, find
ways to create baselines, goals to work against
and measure your progress.
In 2001, SAS celebrated 25 years in business and • Balance consistency with newness. Be BRAND
commemorated with a new logo and tagline. The disciplined with your key brand-fluent assets,
tagline “The Power to Know®” was the first step in and creatively generous to find effective ways Speak
increasing SAS’ visibility and global recognition. More to connect with your audiences.
than just the answer to a question, it represents a “Turning data into answers expands the
reach of curious human minds and reveals
mindset of confidence. It’s the feeling SAS gives to it’s new possibilities. When harnessed to the
people to attain knowledge with analytics, SAS connects FUTURE the world. Together with our customers
customers – that the intelligence gained using SAS®
right technology, curiosity can change
fuels their progress. By empowering and inspiring
and partners, we dare to ask, ‘What if?’ In
it’s brand identity with who SAS is, what SAS creates and
what SAS stand for as a company. The logo and brand Branding Trends return, our customers live out the promise
of SAS by improving bottom lines and
identity represented the confidence customers get from efficiency while making the world safer,
stronger and more resilient.”
using SAS software, and while there have been minor Human needs and desires are fairly consistent. Separate
updates to the brand identity, its core values remained the momentary flashes of attention from those trends
and endured. that are grounded in a deeper consumer truth and need.
CUSTOMER
Breakthrough Riding the Adtech Testimonials
CAMPAIGN WAVE ”SAS provides a good audit trail. Now
the regulators are more comfortable
with what we’re doing. And there’s a lot
of comfort at the senior management
Ironically, SAS built its brand built its brand less with SAS has done this in various ways. From using it’s own
level, too. SAS help us derive meaningful
campaigns but more by maintaining a laser focus on a software to providing a dynamic and customized web
information from huge sets of data
laser focus on servings its customers. With an exploding experience on sas.com to leveraging an entire marketing … which helps you make better risk
category and now thousands of competitors, SAS started technology (MarTech) stack that includes solutions like SAS decisions.”
to invest more in broad-based campaigns to defend and CI360 and SAS Visual Analytics to continuously improve -Bapi Munshi, Retired- President and
grow mental availability with a growing data-curious the experience it provides to it’s audiences. CRO, Axis Bank Limited
audience. Recently, the SAS Curiosity Forever campaign
brought forward the shared value of Curiosity as a driver
behind every innovation.
With programs like The Batting Lab, SAS continues
with smart marketing ideas that both demonstrate the
importance of data as an increasingly powerful means
to better outcomes (“even kids can do it”) as well as the
flexibility and productivity of its analytics and AI.
w w w . sa s. c o m
2022
5 EDITION
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BRAND customers’ evolving preferences. So, be it AURUM, SBI resonance with customers. With over 15.5 million cards
Card PULSE, CASHBACK SBI Card or any other of our core
in force as of December 2022, we are the largest pure-
Early Stages or co-branded cards, our products have a very strong play credit card issuer in India.
SBI Card started its journey in 1998 with India’s largest
bank, State Bank of India, as its majority shareholder. Our
core philosophy as a brand has always revolved around
simplifying the lives of our customers. Over the years, we
have developed an extensive card portfolio that caters to
all key customer segments.
Present-day
BRAND
PLATFORM
Today, SBI Card is an integral part of India’s growing
digital payments landscape and trusted by millions of
valued customers. This has been the result of our focused
efforts to offer tailored products and services in sync with
LOGO UNDER
the Lens
SBI Card is a subsidiary of State Bank of India, one of the
largest banks in the country with a rich heritage and legacy
of over 200 years. The objective of brand logo was to A brand should always have its focus on its
ensure a balance between leveraging the mother brand’s customers. Its evolution journey should mirror
equity and creating a strong presence in the category. the changing preferences and expectations of
The brand logo has been kept young and contemporary its target customers. Over the years, SBI Card
to resonate with progressive Indians. SBI Card logo is built has adapted itself and evolved with its customer
on the vision of simplifying the lives of Indians and the use cohorts. We have adopted an agile approach
of the simplest and most symmetrical geometric shapes while at the same time preserving the ethos of RAMA MOHAN RAO AMARA
beautifully complement the idea. Together, the ideologies our brand, ‘to make life simple’ for our customers. MD & CEO
create a brand logo, which is synonymous with trust,
accessibility and youthfulness.
This film was released across all major TV & digital networks
as well as across major OTT platforms. The film garnered BRAND
more than 20 million views on YouTube. The message was
further amplified by the inspirational women influencers Speak
which received a response beyond ordinary and it touched
close to 200k views on Instagram & Facebook. SBI Card is driven by customer-centricity
and anything that we do for our
customers is embedded in the values of
trust and transparency. In our journey of
over two decades, we have endeavoured
to deliver only the best-in-class products
and a world class experience to our
customers which has helped us to build a
vast loyal customer base. And the brand is
only growing stronger.
FUTURE
Branding Trends
Breakthrough We live in a dynamic environment today which is also
resulting in evolving consumer behaviour and expectations.
CAMPAIGN Consumers now demand more authenticity and
transparency from brands while still expecting a novelty
factor. As a result, innovation combined with simplicity is
going to be increasingly appreciated by consumers.
Indian society has conditioned women to be the first
ones to sacrifice in any situation. They are compelled
to adjust, for the greater good/happiness of their
loved ones. But women’s happiness is often linked to Riding the Adtech
need to. We decided to challenge the social complex by WAVE
the happiness of their loved ones. Indian women often
end up sacrificing their happiness even when they don’t
reframing social context that the happiness of the loved
ones is linked with the happiness of the woman of the At SBI Card, we are always making efforts to enhance
house. SBI Card campaign ‘Khushiyon ka Credit Card’ our customers’ payments experience. We are actively
celebrates the new empowered woman and inspires leveraging new-age technologies like Artificial
people to have positivity and move ahead in life without Intelligence, Machine Learning etc. to ensure this. For
necessarily having to sacrifice their happiness and instance, by using the power of data analytics, we plan
ambitions for the sake of their loved ones. and roll out targeted campaigns for desired impact. w w w . s b i c a r d . c o m
2022
5 EDITION
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brought internet closer to homes at a time when last mile and the zeal of overcoming challenges dots our journey
BRAND communication was challenging. Later in 2006, Sify shifted through the last two decades. Currently, Sify 4.0 offers the
digital bridge for your enterprise transformation and focuses
its focus from an established internet provider to a 100%
Early Stages enterprise IT services company. on key investments and strategic plans to achieve customer’s
This smart shift in business positioning paid off well
goals seamlessly.
over the subsequent years. Today, we are the leading digital
With its inception in 1995, Sify led the internet evolution infrastructure provider in India to fulfil our customers
Present-day
in India. As the first private internet service provider, Sify business-led objectives. A combination of ambition, foresight,
BRAND
PLATFORM
Sify has constantly reinvented and reimagined itself to
stay relevant to our customers and meet their digital
ambitions. We continue to invest in infrastructure,
technology, skills, and partnerships with leading global
OEMs to deliver an edge in the fast-changing digital
landscape.
Our cloud@coreTM products and services are built on
our world class Data Centers, Cloud, & Network assets
and a wide portfolio of Digital services. Today, more than
10,000 businesses across multiple industries leverage our
services to conduct business operations seamlessly from
more than 1600 cities in India. Internationally, Sify has a
formidable presence across North America, the United
Kingdom, and Singapore.
At Sify, we align our go-to market strategy
to vertical specific needs. Our build use cases
include businesses across industries like
banking, insurance, manufacturing & retail,
healthcare, media & entertainment, and IT/
ITES. While ensuring agility and flexibility
for our customers’ digital infrastructure, we RAJU VEGESNA
provide choices of multiple commercial models Chairman & Managing Director
– ranging from assets and services models,
component-based, usage-based, and business
outcome-based models. We have made it easy
for our clients to reach us and buy a set of BRAND
offerings online through the Sify Marketplace –
this removes the hassle of multiple interactions Speak
with people in areas and delivers seamless
automated experience. “India’s resilience, demonstrated post
covid, has firmly established it as an
economy that is not easily disturbed by
changes in the business environment.
This, supported with an aggressive
Managing India’s Mission adoption of digital tools, has worked
Critical Digital Infrastructure FUTURE well for the economy. The government’s
larger agenda of ensuring that social
Sify executed numerous breakthrough campaigns and Technology Trends measures reach the intended beneficiaries
is a work in progress and will continue to
accomplished recognizable milestones. Here are some drive domestic IT demand. International
notable accomplishments that deserve to get under the Emerging digital technologies such as AI/ML, demand is expected to continue due
to the comparable attractiveness of the
spotlight: Containerization, IoT, edge, and ambient computing are
Indian market, in spite of a tightening
• India’s top 5 banks trust Sify to host their digital the triggers for innovation and new business models. As
world economy. Viewed together, this
infrastructure in Sify’s cloud onramp data centers. 5G adoption grows, networks will become more reliable &
works well for an economy that is still at
• India’s largest power utility company chose Sify’s secure fuelling a pioneering digital landscape for business the early stages of realizing its potential”.
Cloud@CoreTM platform with business-outcome- across industries. The winners will be the early adopters
based model to scale their service to 25 million+ that are swift to evolve, adapt, and deliver efficient
subscribers. solutions by using state-of-the-art processes, platforms,
• The world’s most widely distributed postal system trusts and tools. We at Sify imbibe digital in our DNA to enable
Sify’s managed network services to offer 24×7 country- customers digital aspirations.
wide postal, banking, logistics, and insurance services. Future Roadmap:-
• A top FMCG company in India with 25 mother brands • For over two decades of thought leadership in IT
uses Sify’s Retail Intelligence Solution for their forward infrastructure, Sify has been delivering transformative
supply chain to service 7 million+ retailers across the business value through constructive evolution.
country. • Sify 4.0 is the digital bridge for enterprises transformation
• A leading healthcare provider chose Sify’s Cloud@ journey that helps deliver an enhanced end-user
CoreTM platform for the digital transformation of experience.
patient care services while saving 33% on cloud costs. • It encompasses network infra, data centers, digital infra,
• Sify’s data centers host 3 out of 4 hyperscalers, application management, and multi-cloud platform
global OTT players, the world’s leading social media services.
network, Europe’s leading payment gateway, and 600+ • Our key investments revolve around infra, tech, people,
enterprises. and innovative business models that help enterprises
• Every trading transaction of the world’s #1 derivative increase operational efficiency and generate new
stock exchange passes through the network designed, revenue streams.
implemented, and managed by Sify. www . s i f yt e c h n o l o g i e s . c o m
2022
5 EDITION
TH
designed projects with modern amenities all at affordable Ghar Wali along with project-specific campaigns like
BRAND prices. To strengthen our brand, we have engaged Independent Floors for the Independent You & Life at
celebrity brand ambassadors –Vidya Balan & Vijay Raaz.
Signature Global to promote our independent premium
Early Stages We started various ads & promotional campaigns across floors project & to showcase benefits of living in a gated
community
India like Apne Ghar Pe Kaisa Lockdown & Diwali Apne
Established in 2014, Signature Global is the largest
real estate developer in Delhi NCR. Headquartered in
Gurugram, the company extensively works on affordable
& mid-segment housing (LIG & MIG). Our projects cover
vast areas of Gurugram, Ghaziabad & Karnal. With the aim
to help people fulfill their dream of owning a home we
have strategically focused on GOI & State Govt. policies
supporting affordable housing, specifically the Affordable
Housing Policy, 2013 notified by the Town & Country
Planning Dept., Govt. of Haryana & the Affordable Plotted
Housing Policy or the Deen Dayal Jan Awas Yojana
Present-day
BRAND
PLATFORM
Our success is our approach of delivering value homes
on time & providing conveniently-located, uniquely
AN ISO 9001:2015; 14001:2015; 45001:2018 CERTIFIED COMPANY
Signature Global has built a considerable
customer base in a very short time due to
our ability to deliver value homes on time
& provide affordable, conveniently-located,
well-designed projects. In addition, we also
came up with timely campaigns both digital &
promotional & enticing TVCs. PRADEEP AGGARWAL
Founder & Chairman
Breakthrough
CAMPAIGN BRAND
Speak
We have undertaken various ads & promotional As our Chairman says that hard
work, determination, foresight &
campaigns, including Apne Ghar Pe Kaisa Lockdown & the technological edge are the real
LOGO UNDER Diwali Apne Ghar Wali with project-specific campaigns made & experts take notes. Attention
differentiators when comparisons are
like Independent Floors for the Independent You &
Life at Signature Global to highlight the USP of the
the Lens projects. to detail, superior quality, maximization
of resources & elegant aesthetics are
just some of the standards we follow
throughout our projects. We try to ensure
that experience of living & working in a
your requirement but also surpass your expectations. FUTURE Signature property is truly unparalleled.
Driven by your aspirations, we Signature Global have
been on a journey with a resolve to not only meet
Logo fuses typography & visual elements to connote
the company’s vision where SG stands for Signature Branding Trends
Global & the global icon alludes to its presence across
the globe. In short, we want to create a signature on If you offer right product in right price at right location,
the earth. you will get the pulse of your customer.
Riding the Adtech
WAVE
The company has become a trendsetter for bringing
aluminium formwork technology for construction with
many of its projects built under the IGBC gold rated
project certification in the affordable housing segment.
In 2021, Signature Global became the first real estate
company in Delhi NCR to receive EDGE certification
presented by the International Finance Corporation,
a part of the World Bank along with EDGE certificate
that certifies our various projects for its exemplifying
achievement in energy savings, water savings & less
embodied energy in materials. w w w . s i g n a t u r e g loba l .i n
2022
5 EDITION
TH
Since its inception in 2012, the revenue has increased from Our solutions support clients in their transformation
BRAND 171 million euros to nearly half a billion. Sopra Banking journey. Our customers, based in over 80 countries around
Platform and Sopra Financing Platform are designed to
the world, benefit every day from our technologies and
Early Stages answer the needs of financial institutions across the globe. software, as well as the expertise of our 5,000 employees.
Since 1968, the Sopra Group (Headquartered in Paris) has
been a strategic technology partner for leading financial
institutions. In 2012, it was decided to consolidate all
the expertise and experience under one brand – Sopra
Banking Software. It was a separate subsidiary with an
autonomous and ambitious project, and with openness
threaded into its DNA. The ambition was to create a
global leader in the banking software market, make
finance accessible to as many people as possible and
build a better future. Since then, it went from being a
local software provider to a global Fintech leader.
Present-day
BRAND
PLATFORM
As a global Fintech, Sopra Banking has expanded its services
to include cloud technology and an open banking platform.
The digital journey is about more than meeting
consumers’ changing expectations; it is also
a reaction to shifting business models and
industry regulations. To take advantage of
these, banks need to work with fintechs, by
providing access to the core competencies that
are part of banks’ DNA. SUNIL GOYAL
CEO
FUTURE BRAND
Branding Trends Speak
Global shifts in geopolitics, wars, regulatory “Being customer-experience focused to the
developments, and economic headwinds weigh heavily core, Sopra Banking Software is helping
on businesses. Banks are under sustained pressure fintech customers reinvent themselves, with
to future-proof their business models by increasing solutions ranging from cloud technology
to an open banking platform. We are
LOGO UNDER resilience, shoring up existing revenue streams and of tomorrow by helping banks navigate the
committed to shaping the Financial World
developing new ones by improving environmental
sustainability and supporting the financial well-being
the Lens of customers. With a looming downturn, the focus has challenging and changing times. As we step
into the next decade of our establishment,
it is time to script yet another phase of our
to be on cross-functional, agile to build collaborative
business models. Banks will rely more heavily on their growth story & achieve new milestones
Our logo represents a common mission, shared values, vendors for assistance in coping with fast-moving together”
and an ambitious strategy. It is the cornerstone of our market dynamics.
new visual brand identity. Component-based: Squares
in the logo symbolize our platforms’ component-based
From legacy to digital: 2 arrows & 2 layers representing Riding the Adtech
architecture, a unique differentiator in the marketplace.
street art: Several contrasting colors refer to one of our WAVE
the ongoing industry transition from legacy to digital,
from on-premise to cloud technologies. Diversity &
most important values – diversity. It also represents our
Street Art Initiative. “SBS has been leveraging Digital media to propagate
the brand essence to its customers and prospects across
industries. Sopra Banking Summit – our annual flagship
Breakthrough financial event is a place to share, question, and learn
about the industry’s most critical issues, a must for anyone
CAMPAIGN interested in banking trends & innovation. We leverage
our digital banking experience to curate meaningful
content which is made available to our customers through
blogs, analyst relations, whitepapers, and social media
Coding Colorful Banking - resonates well with our tools like Webinars and LinkedIn Live events” says Tarun
strategy to make finance accessible to all. Our industry Singhal, Director- Business Development, Marketing &
evolves quickly. We’ve evolved and responded well to Communications - Sopra Steria India and Sopra Banking
the changing market needs by growing our roster of Software India
solutions. We’ve extended our reach to become a global
player in the fintech industry. w w w . s opr a ba n k i n g. c om
2022
5 EDITION
TH
in 1968 and 1969. Sopra used to invest in software by two commercial successes, Steria floated on the stock
BRAND development and was expanding its presence in the exchange in 1999.
markets. At the same time, Steria was winning contracts
It was in 2015 when the two tech leaders joined hands
Early Stages in the public sector. to create Sopra Steria Group, one of Europe’s leading
Sopra group floated on the stock exchange in 1990
tech companies.
and Steria was focused on streamlining and industrialising
Sopra & Steria were two separate entities founded processes to reorganise its operating structure. Buoyed
Present-day
BRAND
PLATFORM
Current Brand Equity: €4.7 billion in 2021.
Geographical Spread: 30 Countries - Austria | Belgium |
Bulgaria | Cameroon | China | Denmark | France | Gabon
| Germany | Hong Kong | India | Italy | Ivory Coast |
Luxembourg | Malaysia | Middle East/Africa | Morocco
| Netherlands | Norway | Poland | Singapore | Spain
| Sweden | Switzerland | Tunisia | United Kingdom |
Scandinavia | Russia | Canada | United States
Brand success as of today: The brand success is
reflected through our army of 47000+ colleagues and
Sopra Steria is a people’s first company and being
certified as a Great Place To Work for two consecutive
years.
At Sopra Steria, we aim to help our customers,
partners and employees towards bold choices by
leveraging digital technology to build a positive
future for all. We believe in technology, but also
in our ability to use our collective intelligence to
help the world move forward.
SUNIL GOYAL
Deputy CEO
FUTURE BRAND
Branding Trends Speak
Leveraging corporate, industry & trade events to connect – We achieved many milestones in the year
with other players and potential partners, we collaborate 2022 that speak of our progression and
with industry bodies and well-established global growth journey. With the Hybrid working
model, we look forward to continuing
institutions. The future branding trends look promising to strengthen our capabilities and build
LOGO UNDER and will enable brands to collaborate more for digital customers. My heartfelt gratitude to all the
stronger relationships with our people and
transformation.
the Lens colleagues for their unabated support and
contribution.
Riding the Adtech
rigour, simplicity, and robustness. The graphic symbol WAVE
Sopra Steria’s visual identity highlights the concepts of
movement, transformation, and exchange, coupled with
is made up of two separate components and is in the
shape of a scroll. The meaning of the scroll encompasses We recently supported in offering white-label
various characteristics: the ability to adapt, movement, technological solutions to help with the rapid deployment
dynamism, exchange and dialogue. The graphical of numerous product families. Also, we have acquired
representation of these two components evokes the idea Tobania strategic strengthening in the Belgian digital
of harmony and unity. This scroll is used on all logotypes services market. We have achieved 4 Microsoft Azure
of the Group’s brands. Red represents vital strength and Cloud Security advanced specialisations.
energy, Orange evokes creativity and openness. Our social media community of more than 6.8 lakh
followers plays a vital role in our growth trajectory.
Breakthrough
CAMPAIGN
‘The world is how we shape it’ is one of our breakthrough
campaigns. Launched in 2019, the campaign aimed at
establishing Sopra Steria as a European leader in digital
transformation; guiding major European companies and
organisations in their strategic choices and implementing
these choices. w w w . s opr a s t e r i a .i n /
2022
5 EDITION
TH
university that employs innovative learning pedagogies education and research within reach of students to
BRAND aligned with the industry’s demands. The focus is on lessen the dependability on international institutions.
active & project-based learning, applied and translation
During the last 5 years, student strength has grown
Early Stages research, innovation, and entrepreneurship. The from around 250 to 5700 from 23+ Indian states & 29+
countries.
university makes impactful efforts to bring high-quality
SRM University-AP is the first educational institute to be
established in Amaravati, Andhra Pradesh, envisioning
high-order education and international exposure to the
ground roots of the country. Founded in 2017 by the SRM
Trust under the Andhra Pradesh State Private Universities
(Establishment and Regulation) Act, 2016, its origin goes
back to the establishment of Nightingale School in 1969.
The university set up the inaugural School of Engineering
and Applied Sciences in 2017, the School of Liberal Arts
and Social Sciences in 2018, and the School of Business
in 2020.
Present-day
BRAND
PLATFORM
Currently, SRM AP stands at the forefront of higher
education as a multidisciplinary, research-intensive
SRM AP emphasises all-rounded excellence
among Gen-Z learners. The university has
taken every step to meet global standards
by updating its technological knowledge to
embrace the shift in the education sector while
being a hotspot of multicultural experiences.
PROF. MANOJ K ARORA
Vice Chancellor, SRM University – AP
FUTURE
Branding Trends BRAND
Speak
Global citizenship, Innovation and creativity, Technology,
and Interpersonal skills are the essential characteristics SRM University-AP has established a
solid brand value within a short span of
that will define high-quality education in future. More
time in the education industry.
digitalised, personalised, and self-paced learning will come
Best Brand Award 2022 is a huge honour
to the forefront. At SRM AP students are trained to develop for the institution, and we will strive to
LOGO UNDER skills such as entrepreneurship, active citizenship, and social enrich and uphold this recognition for
awareness through real-world application. The institution
years to come.
fosters collaborative, project-based and problem-based
the Lens learning that best suits the 21st-century workplace.
CUSTOMER
The university logo is comprised of a tree surrounded Riding the Adtech
by a circle with rays in it. The tree represents the deep- Testimonials
diversity. The knowledge and wisdom radiated from WAVE “The experience during Student Abroad
rooted all-inclusive culture and values. The branches,
leaves and colours stand for multidisciplinary and
Programme at SRM AP helped me
the university are depicted through the circle and rays.
develop a career and confidence. I
The stretched-around part portrays creativity. The deep The institution has very active website & social media started ACM-Womens to encourage
green and tree-centred nature powering logo apparel handles that consistently feature information that portrays women in Tech. With rigorous training
denotes seeing the unseen and can’t be seen. The tree the finest face of the institution. SRM AP believes in the to improve my overall profile and
with green and orange leaves is suspended in space as it power of a few clicks, which can make the participant personality, I was able to get my dream
internship cum job offer at Amazon.
means unlimited power and freedom. jump into the centre of any subculture that best defines
– Ritika Katragadda, Student
the core characteristics of the institution. More attention
is given to the participant’s seamless intensive interaction
The curriculum helped enhance my
Breakthrough among the web, physical spaces, and traditional media. knowledge of different domains from the
The institution pushes forward new ideas, practices, and
beginning of my course. It showed me a
CAMPAIGN aesthetics, bypassing the mass-culture gatekeepers. direction for what I need to pursue.
- Purab Agarwal, Student”
SRM AP hosted the 88th Annual Meeting of the Indian
Academy of Sciences, featuring distinguished fellows and
associates of IASc & renowned Professors from premier
institutions. 20,000 Students visited the campus as the
varsity hosted an ISRO/DAE exhibition and interacted
with eminent scientists. w w w . s r m a p . e d u . in
2022
5 EDITION
TH
helped us create a unique positioning in the consumer it comes to developing new products and also our
BRAND mindset. associations - Kapil Dev and M S dhoni also represent
We have always been a pioneer and a leader when
that spirit of leadership.
Early Stages
SRMB TMT has been a pioneer in product development
as well as branding and marketing. We roped in Kapil Dev
more than a decade back which helped move the category
from being a commodity to a branded one. In the initial
phase the focus was to develop a deep connection with
the influencers first - masons, contractors, engineers,
and architects and focus more on below-the-line ( btl
activities. Once a strong BTL communication chain was
established we started focussing on the end consumers
and increased our thrust on ATL.
Present-day
BRAND
PLATFORM
The foundation of our success is the product itself. Strong
product innovation with the new Wingrip Technology has
• Keep it simple
• Make your communication unique - show
something that the world has never seen
before
• Always add something unfamiliar with the
familiar
ASHISH BERIEWALA
Director
FUTURE BRAND
Speak
LOGO UNDER Branding Trends SRMB Group is more than a seven-decade
old 3000 crore steel manufacturing group
•
Co-creation - you have to engage your consumers
and is one of the largest TMT manufacturer
the Lens • and help them help you create the brand together is its category in INDIA . The group has been
Omnichannel communication - all mediums will have
pioneering in introducing lot of pioneering
equal importance and everything comes together to innovation in product , process , marketing
Our logo initially tried to represent everything that create the brand idea together - from digital to btl to and branding . ‘’SRMB TMT’’ is one of the first
and oldest TMT brand in INDIA with presence
builds credibility and used to be inside a box with many ooh - and they will be no boundaries
in more than 15 states. The group aims to
engineering terms attached to it .
reach fifty ‘’REALBUILD’’ outlets over next 3
As we grew we realized the logo needed to be simpler quarters . The group has also forayed into
and more open. brand franchising and has three successful
We removed all the elements and just kept the name franchisee manufacturing units operating with
in solid bold fonts as it would communicate the strength commitments from another three units to
of the foundation. start operations in next two quarters. ‘’SRMB
TMT’’ is also product of choice for leading
The Yellow and blue combination is unmissable even
infrastructure projects of leading organisations
from a distance since the logo needs to be visible from a
like NHAI , INDIAN RAILWAYS , Delhi Metro
distance even in the remotest village where the possibility Rail corporation, Nuclear power corporation
of potential new individual home builders is high..The of India Ltd, Power Grid corporation of India
logo is also slanted slightly to give it some dynamism Ltd etc and has been used in lot of prestigious
without compromising on the solid feel projects over the last decades all over India .
The group is poised for major growth, and it
has plans for both brownfield and greenfield
expansion of around 500 Cr in next 3-4 years .
Breakthrough
CAMPAIGN CUSTOMER
Testimonials
Our first breakthrough campaign was with Kapil Dev and
We were living on rent in sector 45 and
MS Dhoni where we show they fight each other out on a
wanted to own our home. We selected
cricket field. Our positioning was a very simple “Choice of
Signature Global, because inki brand value
Champions” which we use even now - more than 6 years bahut acchi thi. And we decided to book
later. Our communication revolves around storytelling in Signature Global Park 3 and the positive
as our audience grew up amongst stories and cricketing part that we have received the amenities,
heroes. Kapil dev brought in the experience bit while M whatever we have been promised at the
time of booking
S Dhoni brought in the spirit of innovation - being the
unique leader that he is. w w w . s r mbs t e e l . c o m
2022
major marketplaces like Amazon, Flipkart, Firstcry etc. StarAndDaisy App is available to download from Playstore
BRAND StarAndDaisy products are available on its website and and iOS store. App provides several unique features
App. StarAndDaisy App was launched less than a year
like Video Shopping etc to provide premium shopping
Early Stages ago and it has already got more than 1Million downloads. experience to its customers.
The Brand was started in 2020 by founders Mr. Akshay
Arya and Mr. Anshul Arya.
The Brand is headquartered in Ghaziabad.
The founder’s vision and mission are to provide best in
class products to reduce parenting efforts and make this
parenting journey simpler and memorable. And this way,
become a partner in this beautiful journey of Parenting.
The Brand targets Modern urban parents and
educated buyers. StarAndDaisy is the most suitable
option for parents who are about to start their new
parenting journey because of its range of products.
Present-day
BRAND
PLATFORM
StarAndDaisy is a completely bootstrapped company.
StarAndDaisy Products are currently available across all
One of the most important USP of the brand is
its Product design and development. They have
in-house product design and development
team that designs the products with ‘less is
more’ approach and with ‘Safety, Comfort and
Convenience’ at the core.
AKSHAY ARYA
Co-Founder & CEO
Breakthrough
CAMPAIGN BRAND
Speak
The brand growth is largely due to their relationship
building with their customers and developing the whole According to the founder Mr. Akshay
Arya - , Childhood is the best stage of
ecosystem as a community of Parents. The Brand is on a
life, but with nuclear working families,
mission to Build a Community of Parents and empower
it becomes very tiresome for parents to
them by providing thoughtfully designed products. maintain work life balance and give love
LOGO UNDER same time. StarAndDaisy aims to provide
care and nurture to their child at the
best available resources and products
the Lens FUTURE to the parents to reduce their parenting
efforts.
StarAndDaisy brand was thought to denote boy and girl Branding Trends
child as ‘Star’ and ‘Daisy’ and the design of duck on a
flower denotes care as in Mother’s lap. At the same We think that Visual Experience to educate customers CUSTOMER
time, logo is modern with a universal appeal. Logo, as about the products is the way to go forward. To provide
our design philosophy, has been kept minimalistic in this visual experience through graphics, videos and Testimonials
approach. 3d modellings, brand Launched its app also. Brand is
developing several technologies to provide immersive ““StarAndDaisy provides exceptional
product details to its customers. range of Baby Products”
“ We are using several products
from StarAndDaisy and the quality
Riding the Adtech StarAndDaisy products to fellow parents.
is Top-notch. We highly recommend
WAVE StarAndDaisy is really our partner in our
parenting journey”
“ StarAndDaisy team provided really
good guidance and support while buying
The brand launched its App to provide unique shopping
products. Thank you”
experience to its customers. We have been working on
new technologies like Video Shopping, Reels Shopping,
Social Shopping, Visual buying, Personal Shopper etc to
make buying experience from StarAndDaisy easier and
memorable.
w w w . s t a r a n d d ai s y . i n
2022
couturier Tarun Tahiliani in 2021. relationship with it.
Tasva aims to solve the problem of uninspiring
The brand was launched at the ghats of Benaras on
BRAND offerings in the Men’s Indian wear market. The 9th Dec 2021, with this ambition of changing the entire
Early Stages Indian consumers have evolved over time. But the experience of wearing traditional and fusion Indian
clothing into that of comfort with style.
shift in the consumers’ mindset is not served by the
stagnant sameness of the existing Indian celebration-
Tasva is born out of a collaboration between the trusted wear segment. Tasva brings a refreshed view of
Present-day
consumer behemoth, the Aditya Birla group and master the celebration space, and the individual’s evolved
BRAND
PLATFORM
Tasva has received an overwhelming response from
consumers and within its year of inception, evolved
multi-fold. The brand has rapidly scaled its retail
footprint to 42 stores, across 26 cities, including
Metros, Tier 1 & Tier II. The brand is also available
online on Tasva.com and Myntra.com.
Our primary target audience are the modern
discerning men, in the age group of 20 to 45 years. The
global Indian, who are unpretentious and confident of
their choices; modern in outlook yet proud of their
roots and traditions.
We are on a mission to expand geographical
presence and reach our consumers PAN India.
MEN’S INDIAN WEAR
• The success of our brand lies in two
fundamental levers of Tasva. Obsession
with Product innovation and Best-in class
Customer experience.
• While our obsession with product innovation
has resulted in creation of distinctive,
sophisticated & crafted products for the SANDEEP PAL
modern Indian, that allow expressiveness; CEO
our relentless pursuit of solving consumer
problems has helped us redefine customer
experience for the entire category.
• The affinity of our consumers to our brand BRAND
is testimony to our success in our passionate
mission to create a new vocabulary for Speak
ethnic wear, that upgrades the consumer’s TASVA will transform the experience of
LOGO UNDER knowledge of & connection with this product. apparel into one of unmatched comfort
wearing traditional and fusion Indian
and style. Now that we have created a
the Lens best version of oneself. strong customer connect and a proven
This campaign has a modern outlook and a relevant
business model, we intend to expand
point-of-view, which has resonated very well with the our retail presence, taking the brand to
With an ambition as large as redefining the entire audience, resulting in a great response across segments. many other cities. Besides expansion, our
celebratory experience for men and the legacy of the two sharp focus is also on customizing and
enhancing our entire offering to meet and
entities- Aditya Birla Group & Tarun Tahiliani, it mandated
With its roots in Sanskrit—Tat (that) & Sva (Me/ FUTURE
a logo which represents this exquisitely, befittingly. And exceed the Tasva customer’s expectations.
that is how the Tasva logo came into being.
also means the best version of oneself. Our logo colour Branding Trends CUSTOMER
mine) TASVA stands for: All that is me, all that is mine. It
is a blend of beige & gold to convey the minimalistic, Testimonials
luxurious tonality of the brand. Our brand font Begum We think men’s Indian wear will evolve towards more
Sans is a stylish high-contrast font, with a seamless contemporary styles with a modern take on tradition. Another
“I have shopped at other ethnic wear
blend of traditional and modern aesthetics. trend that we see emerging is a focus on sustainability and
stores before but never experienced
ethical fashion. We also believe that there will be a continued
customer service like Tasva.
emphasis on providing exceptional customer service. Lavanya’s(stylist) skill to make us feel
Breakthrough comfortable and story narration really
floored me”.
CAMPAIGN Riding the Adtech “Tasva’s team went over and above their
Reddy
Our latest campaign was conceived to showcase TASVA’s WAVE call of duty. The service was unparalleled
to what we have ever experienced. They
fresh take on the Indian celebratory experience as well as treated us like family.”
Akshat
weddingwear. Tasva is for the men of today and as intrinsic is technology
The campaign – EK NAYA NAZARIYA, with Brand to our consumers, so is our integration with tech; enabling “Shopping at Tasva was a refreshing
ambassadors- Ranbir Kapoor and Ananya Panday, has us in bringing a seamless, efficient experience for the experience, delightful customer service,
wonderful collection, we found what we
been conceptualised to showcase a new perspective on end consumer. From next gen technology by way of PLM
were looking for and beyond.”
weddings thus creating a new narrative that is all about system and planning system; right at the inception to
Dr. Gandhi
liberating, instead of confining oneself. The campaign cutting edge manufacturing, we also have cloud based
endorses the outlook of self expression and being the ERP and POS. At every level, technology is integral to tasva. www . t a s v a . c o m
Actual Image Shot on Site
2022
5 EDITION
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Our customer-focused approach along with continuous We are currently present across 15 cities with 52
BRAND innovation has ensured that the quality of our projects be it ready and under construction projects. The Company
in commercial or residential is unmatched. We have always
is also a part of various industry bodies and is actively
Early Stages endeavored to adopt sustainable practices and therefore involved in policy making & advocating the interests of
the stakeholders of real estate sector.
majority of our projects are IGBC and LEED certified.
Established in 1984, TATA Housing is a closely held public
limited company and a subsidiary of TATA Sons Private Actual Image Shot on Site
Limited. Since 2006, TATA Housing has evolved into one of
the fastest growing real estate development companies
in India in the residential and commercial sectors
Our strategy has been quite elaborate on just one
aspect. And that is, being customer centric. From research to
implementation, at each stage we have been fixated with what
is right for our consumers. Our pursuit has been to deliver
future ready spaces, responsibly. We have implemented
technology driven tools to increase efficiencies with greater
compliance resulting into absolute customer delight.
Present-day
BRAND
PLATFORM
Tata Realty & Infrastructure Ltd. is an organization with a
purpose and not just a business.
In our short yet impactful journey of nearly four
decades, what really helped us to stand out has
been our high-quality premium properties and
exceptional customer experience.
Apart from having a strong brand strategy
with effective execution, it is important to
communicate the brand message to the right SARTHAK SETH
audience and adapt to the changing market. Sr. Vice President, Chief Sales
and Marketing Officer
FUTURE BRAND
Branding Trends Speak
“We’re seeing a surge in demand for
ready to-move-in residential properties
From digital first approach to sustainability focus and as well as commercial properties. We are
LOGO UNDER data-driven branding, real estate has exciting times working on designing and implementing
ahead. While we are already leveraging tech in almost all
10 million sq ft of commercial real estate
aspects of our business, digital transformation will prove
from our existing land bank and fresh
the Lens crucial in reaching a wider audience. ft. In residential, we will be launching new
capital will go in for another 10 million sq
Personalization and customization will also remain to
be an integral aspect of branding. projects and phases in Bengaluru, Chennai
Tata is equal to trust, not just in India but worldwide. Tata and Gurugram”
Realty is no different when it comes to Tata Values and
it was imperative that we echoed the same in our logo.
Our logo borrows the credibility and familiarity of the Riding the Adtech CUSTOMER
dedication, simplicity and transparency. The minimalistic WAVE Testimonials
masterbrand logo of Tata. The font, the typo, the colour
and the clean aspect speak volume of our commitment,
logo connects with the masses, yet maintains the
premium aspect for our target audience. We have capitalized on the digital wave and made use “My main criteria was that wherever I
move in the construction should be of
of data analytics to reach out to the customers to offer
high quality and have atleast 2 tier of
the right products. Digital channels, such as social media,
security. I am fortunate that when we go
Breakthrough display advertising, and programmatic advertising, have out to work, both my mother and mother
also helped us to connect with potential customers in
in law are safe”
CAMPAIGN new and innovative ways. -Kishan Pandey- Customer at Primanti,
Gurgaon
The brand has been recognized for multiple campaigns
in the past many years which have been project led and
national campaigns that have stamped TRIL’s reputation
as India’s most trusted real estate developer. Some of
these campaign names include ‘My Safe Haven‘ ‘Its
Interesting, ’A Happy Place Called Home’, ’Move In India’,
‘The Grand Indian Home Festival’, ’Right Home, Right
Now’, and ‘It’s Interesting’. All these campaigns were
customer-centric and appropriately timed that led to
their resounding success. w w w . t a t a r ea lt y .i n
2022
5 EDITION
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has inherited from its veteran sister brand Tata Shaktee. which is one of the fastest growing markets in India and is
BRAND Tata Kosh is an ode by Tata Steel to the fabrication market, available throughout the country.
Early Stages
Tata Kosh, a flagship brand of Tata Steel launched in
2017, is India’s leading brand in the branded Galvanized
Products category. Tata Kosh was launched in response
to the demand of consumers for transparency and
quality GP sheets in a highly unorganized market. Being
an undisputed market leader, today, Tata Kosh owes its
success to innovative products and services, continuous
nurturing of the distribution channel, and sharply focused
and effective brand communication.
Present-day
BRAND
PLATFORM
Tata Kosh is Tata Steel’s product offering to the distribution
and fabrication segment. An optimum mix of mechanical
properties and delightful appearance provided by
spangles are hallmarks of Tata Kosh, something which it
The new rural customer has become more
quality and brand conscious. They have also
become more comfortable from a technology
application standpoint like using smart phone
and online transaction.
As marketeers we need to acknowledge these
changes and continuously reinvent ourselves.
PRAVEEN SHRIVASTAVA
Chief of Marketing & Sales, - BPR-FP
FUTURE BRAND
Branding Trends Speak
The brand will make its presence felt in newer application by “We have a vast network of dealers &
LOGO UNDER reaching out to users who are present in the remote parts Fabricators who convert Tata Kosh into
product solutions for our consumers
of the country. This will be complimented by improving
in Rural India. Tata Kosh is available in
digitization capability of our channel and customized
multiple applications thus the tag line
the Lens Naam Ek Kaam Anek.”
communications to different category of users.
utility fabrications like Trunks and bucket. Its tagline Riding the Adtech CUSTOMER
Tata Kosh was initially being considered only for storage
has now increased into multiple segments ranging from WAVE Testimonials
that time was Tata Kosh- Galvanized Plain Steel from
Tata Steel. With time the acceptability and application
Trunk & Buckets to AC ducting, Tasla, False ceiling, etc. “The product is of High Quality. Because
Hence over last year the Tag line and communication Tata Kosh is trying to maximize its reach and consumer of this our consumers have goodwill for
changed to reflect the new reality Tata Kosh - Naam ek. convenience through use of multiple digital platforms. us and the product.”
Kaam anek. Digital collaborations, influencer marketing and social Mohammad Hannan Ansari- Dhanbad.
media marketing is now complementing the ATL
“ Consumer purchase boxes made from
marketing strategies for Tata Kosh.
Tata Kosh because of longevity.”
Breakthrough Joydeep Das -Siliguri.
CAMPAIGN “ We are very Happy with Tata Kosh”
Srijib Das- Jaipur
‘Naam ek. Kaam anek.’ Campaign aims to showcase
the multiple applications of Tata Kosh. This message
is being reinforced through all platforms (ATL, BTL and
Digital).
Wall paintings, Haat Campaigns, Expos, Product
demonstrations are integral to the promotion as the
consumers and customers can see the benefits of the
product on their own before making the purchase
decisions.
Visual mediums like YouTube have also been utilized
to reach out to a wider audience. w w w . ta ta s t e e l . c o m
2022
5 EDITION
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Tiscon Superlinks is India’s first fully readymade
BRAND customers. There are several reasons why the brand stirrups, which ensure complete safety.
towers over competitors. Foremost being the product
Tata Tiscon also has the largest dealer network the
Early Stages quality. And then there are value added products like category with over 8000+ dealers pan India.
Superlinks.
The history of Tata Tiscon, in many ways, is a story of
rising consumer awareness.
Before the advent of branded rebars, home builders
mostly focused on which brand of cement to buy. No
manufacturer felt it necessary to educate the consumer
on the significance of steel rebars in construction.
Tata Steel brought the role of rebars into focus with
first time advertising campaigns extolling the benefits of
high-strength thermo-mechanically-treated (TMT) rebars.
Tata Tiscon, India’s first national rebar brand, launched
in December 2000 de-commoditised the category.
Present-day
BRAND
PLATFORM
Tata Tiscon is by far the leader in its category. No other
rebar brand in India enjoys such trust and loyalty of
LOGO UNDER
the Lens
The logo design exercise started as a unique challenge: A commodity like rebar can be branded if we
How to build a logo that borrows from the corporate look deep enough to understand the pain points
identity yet retains its individuality? of the consumer in the category. Initiatives like
It was decided that the logo should be minimal, in Selling by piece, recommended consumer price,
tune with the times. Which led to a city skyline that was free home delivery were aimed to solve consumer
represented by a continuous line. Spartan, elegant and pain points in the purchase/ usgae of rebars.
minimal. Almost like a blue print. T V SRINIVAS SHENOY
Red was chosen as a colour to bring out the dynamism Chief Commercial Officer
of the new brand. The original corporate blue and the (Long Products)
font styles were retained to reap the goodwill for the FUTURE
corporate brand.
Branding Trends BRAND
Breakthrough Answering why should consumer care about your brand? will Speak
CAMPAIGN be the key differentiating factor going forward. Consumers Since it’s launch in 2000, Tata Tiscon has
don’t search for brands; they look for simplest solutions to
fulfil their need gap. Hence, it is important for the brands to
Tata Steel’s portfolio.
be omnipresent with hyper-personalised solutions. grown to become largest B2C brand in
The launch of Tata Tiscon 550SD was a landmark in
Tiscon has embarked on a growth journey
the rebar category in India. The brand pioneering by
- through which the brand will strive to
educating the ecosystem about the usage of this superior
product with the brand campaign “It’s time for more”. Riding the Adtech add joy in the home building journey of 1
Mn+ consumers annually which is double
Tiscon 550SD rebars. SD an acronym for Super Ductile, is WAVE of our current consumer base
The campaign highlighted the extra benefits of safety
and strength that a home would get by usage of Tata
the ultimate of rebar technology that ensures a rebar is CUSTOMER
strong enough to bear the dead load and ductile enough Tata Steel Aashiyana is a website that aids the home builder
to bear stress. in his journey from start to finish. From advisory services, Testimonials
product advocacy and e-commerce … Tata Steel Ashiyana
strives to be a one-stop-shop for all home building needs.
I chose Tiscon for its superior durability.
Mr. Gopal Manyal, Jammu
Tiscon provide strength to my house
to withstand the aftershocks of an
earthquake.
Mr. Harish Malhotra, Delhi
I not only built a strong home but also
reduced the consumption.
Mr. G Balamurugan, Thanjavur
w w w . t a t a t i s c o n . c o . i n
2022
driven necessity. Earlier we disrupted land buying by generation. We are seeing demand in 40+ cities across
BRAND eliminating red tape, and now we are creating ‘New 10+ countries. Our customer base comprises C-level
executives, business owners, salaried employees,
Generation Land’ as an asset class for India. We truly
Early Stages believe that technology is the key to keeping the professionals, and retirees. Interestingly, several Gen
world’s oldest asset - land - relevant for the next
Z folks are buying with us too.
We started The House of Abhinandan Lodha during
the pandemic, and hence by design, created an online-
only, tech-led journey for Indians to wade through the
unorganised land-buying process. Our brand promise is
to make land discovery and ownership easy, transparent,
and secure. This enables the opportunity to create
intergenerational wealth in a few clicks.
We debuted with Isle of Bliss, Dapoli, which was sold
online-only, and oversubscribed 2.5X, reaffirming our
belief that the desire to own land is second nature to
many Indians, as long as it’s convenient & secure.
Present-day
BRAND
PLATFORM
Today, technology is an inherent part of our customer
experience and vision, rather than a pandemic-
• Solving a genuine consumer problem never
goes out of fashion
• Make every customer touch-point an
experience that influences their opinion
about your brand
• Invest in nurturing existing consumer
relationships to grow your business SAMUJJWAL GHOSH
CEO
FUTURE BRAND
Branding Trends Speak
LOGO UNDER Technology is shrinking the world. Land will behave HoABL is a consumer tech business
democratizing land-buying, thus
similar to other investments, with concepts such as
enabling inter-generational wealth.
the Lens leverage, fractal ownership, virtual land, and blockchain We are transforming the consumer
all becoming part of the land ownership narrative. We
experience by making the process
foresee and want to build tech that can make land the easy, secure & liquid. We have a unique
We want to make land accessible, flexible and secure. We next ‘index based exchange.’ proposition to ‘buy land as a wealth
are making ‘land’ amazing again and hence needed a logo creation asset’, and build an entire asset
that delivers this message. Our logo is bold yet minimal category for India.
lines define a firm yet unrestrictive boundary that reflects Riding the Adtech
designed for maximum impact and clarity. The parallel
Lodha helms diverse businesses, he was eager to establish WAVE CUSTOMER
the resolve of a new generation of consumers with the
option of new generation of land. While Mr Abhinandan
one that promotes land democratisation in India. His Testimonials
dedication to this mission is demonstrated by the fact To enhance transparency and accessibility for customers,
Amazing returns received in the last
that this is the sole business bearing his name. we are launching an app ‘for everything land’. It will
1.5 years 100%, prices doubled. Best
provide information on existing investments, real-time
destination for the investment and
price appreciation, services to manage the plot, brand
weekend home. – Roshan Poreddiwar,
Breakthrough updates, new launches and be a repository of engaging Isle of Bliss & Tomorrowland
New generation land owner,
content around land in India.
CAMPAIGN Lodha for making our sea facing dream
Thanks a lot The House of Abhinandan
home true. The whole process from
booking, allocation to registration was
In this internet-first era, keywords define everything we
seamless and very professional. Every
do. As a disruptive brand, we chose to offset the very team member is helpful and cooperative.
keywords that define this category, and with it challenge – Harshad Naik, New generation land
every norm. owner, Isle of Bliss
We launched a bold campaign in Sept 2021 to
establish that we’re not selling land nor are we a real
estate developer. Our newspaper ads with headlines “We
are not selling land,” “We are not making promises,” and
“We are not real estate” helped us break the clutter and
emerge as a brand committed to simplifying land buying
through technology. w w w .h oa b l. i n
2022
5 EDITION
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distributing to over 80 countries. In its four-decade-long company’s various products have led in their respective
BRAND journey, the brand has won many accolades. It is the categories in the J.D. Power IQS and APEAL surveys for five
years. For four consecutive years, it was ranked No 1 in the
first two-wheeler manufacturer to be conferred with the
Early Stages prestigious Deming Prize for excellence in quality. The J.D. Power satisfaction survey.
What began as a bus company a century ago, is now a
reputed two and three-wheeler manufacturer globally,
championing progress through Sustainable Mobility.
Established as an affordable mobility solution, TVS Motor
has found the flavor in the Indian market with its promise
of customer-centricity, quality & trust. We have always
believed that mobility can transform lives & help our
customers go beyond what they thought was achievable.
We built unique two-wheeler brands doing so. Our
endeavor has been to deliver the most superior customer
experience across 80 countries where we operate.
Present-day
BRAND
PLATFORM
TVS Motor Company was born in 1979 and it ranks amongst
the top ten two-wheeler companies in the world and the
second-largest two and three-wheeler exporter in India,
177X106mm
TVS Motor has always been at the forefront of
technology and connectivity. Our new vehicles
are designed with embedded technology
and connected features. We develop all our
products through extensive R&D as quality and
safety are core to our proposition.
ANIRUDDHA HALDAR
Senior Vice President
FUTURE Marketing
LOGO UNDER Branding Trends BRAND
Speak
As the quality leader, we spend a lot of time and research
the Lens to identify the future needs and creating vehicles that ‘Our focus on customer-centricity,
aim to delight customers. Keeping value creation for
the customers as the priority, we must certainly prepare innovation & sustainability is our driving
TVS Motor Company’s logo is made up of ‘TVS’ ourselves to make the future more exciting, safe, force.
logotype and a ‘Horse’ symbol. The ‘TVS’ logotype has responsible & sustainable We are scaling unique brands and
compelling customer experiences through
a dark blue color which reflect confidence, strength,
cutting edge, aspirational products
and status, while projecting a distinctive and modern
globally.’
solid foundation of TVS Motor. The TVS ‘Horse’ symbol Riding the Adtech
style. The type is bold and strong which reflects the
represents the brand’s passion and energy, thereby WAVE CUSTOMER
in red color with a strong leap, while its forelegs
touching the ground, getting ready for the next leap,
encapsulating an optimistic and innovative approach. Testimonials
The horse is heading right, which represents leading TVS Motor is becoming a digital age company with an
TVS Motor forward. evolving digital strategy and narrative. We have used
TVS Motor is a house of India’s most
technology to modernise processes and understand exciting scooters.
our customer preferences. For our manufacturing, we
The quality of TVS products is
Breakthrough leverage data analytics in optimisation of production and what brings me back to the brand again
defect detection.
and again.
CAMPAIGN Easily the best in 125cc segment bike.
Hum banayein jo Aapka dil chaahe introduced India’s
First and Only Dual Platform Fi Technology. Each tailored
for specific customer need, ETFi delivering on superior
drivability and mileage, RTFi thrilling with its throttle
response and performance. Bringing together for the
first-time two Indian legends, Mr. Amitabh Bachchan, and
Mr. MS Dhoni.
TVS Raider SmartXonnect TFT variant Launch, offered
advanced connectivity tech for its GenZ audience.
2022 TVS Raider launch was hosted on the metaverse,
christened TVS Motoverse the first two-wheeler company
globally to have a dedicated metaverse. w w w . t v s m ot o r . c o m
2022
5 EDITION
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the brand’s success. Vedix is a product innovation customers’ unique beauty concerns and recommend
BRAND leader in the beauty industry. Unlike other brands, we products that are effective and best suited for them.
offer customised beauty products that are tailored
As of 2023 we have reached 2M customers in a short
Early Stages to meet the specific needs of our customers. Using span of 4 years with a retention rate of 60%. We have
delivered more than 5 million orders to customers
AI and machine learning, we are able to identify our
Vedix is World’s No.1 Customised Ayurveda brand. Vedix
was launched in 2018 with the Tridosha theory of Ayurveda
at its core. Every person has a unique set of Doshas that
make their Prakuriti. We recognized that women are tired
of using different products that do not work for them,
and they need customized solutions for their hair and skin
needs. Vedix aims to break the cycle of trial and error with
its innovative concept of customization, which is new in the
Indian lifestyle and wellness landscape.
We are the first and only ones to provide customized
Ayurvedic solutions in this space, which is the key to our
success. Our unique offering of Customized Ayurveda sets
us apart from others in the industry.
Present-day
BRAND
PLATFORM
Differentiated product proposition and highly
effective products have been the main drivers of
Our brand strategy focuses on two pillars:
product research and customization. To
continuously improve and deliver better-suited
products, we gather consumer feedback using
a unique follow-up system.
SANGRAM SIMHA
all over the country and are one of the only D2C FUTURE Co-founder and CMO
brands in the country to have deep Tier 2 and Tier 3 Branding Trends
penetration.
We are one of the only digital Ayurvedic brands
to be available in 10 countries including US, Canada, The future of branding revolves around the customer BRAND
UK, Australia, UAE, Singapore, and more. We launched experience, with more brands offering personalized
our global operations in 2022 and are set to do 100 Cr experiences through chatbots, voice assistants, and Speak
internationally in 2023. augmented reality. Brands will also use data more effectively
to market products and services based on individual “Our brand Vedix is about bridging the gap
preferences and needs. technology. We use the principles of Ayurveda
between ancient Indian wisdom and modern
LOGO UNDER providing feedback online and creating brand communities. to create customized beauty solutions for each
Consumers will play an active role in the process,
individual’s unique needs and concerns.”
the Lens
Riding the Adtech CUSTOMER
language. It is created using simple geometric shapes WAVE Testimonials
Vedix uses Ayurveda’s tridosha theory as its basis. The
“dosha” grid is the primary element in Vedix’s design
and inspired by compartmentalization to showcase It’s been few months since I started using
customised solutions. Technology is integral to our brand. We use a vedix products, it has actually reduced
Vedix’s color palette is a mix of earthy and muted questionnaire to understand an individual’s doshas’ my hair fall and improved my hair quality.
tones, which extends the brand’s visual persona and imbalance and then use machine learning and AI- Thank you very much vedix. Now, looking
forward to try their hair masque to cover
character. The colors are specifically chosen to represent driven technology to create customized products. Our
greys.
the doshas, with beige and other dedicated colors goal is to continue innovating in modern Ayurveda and
indicating that Vedix works at a fundamental level to evolving the brand.
I’m extremely happy with Vedix. Their
address problems from the roots. products worked out well for me & I can
definitely see changes in my hair. Hair fall
has reduced and its much more softer than
before. Thankyou!
Breakthrough I’m using vedix for past 1 yr it really gives
CAMPAIGN good results now my hairfall is nil n also its
start growing faster
I am using Vedix products from 1year.The
Our Breakthrough campaign, #TyoharonKiKhushiWithVedix, products are amazing
resonated very well with our Vedix audience. We created
this campaign to support our followers at the time of Covid.
The whole campaign was all about spreading happiness in
tough times.
w w w . ve d i x . co m
2022
5 EDITION
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enrich children. learning – cognitive (thinking), affective (emotions) and
Today, our 36 schools are spread across 13 cities and
BRAND 7 states of India. psychomotor (kinesthetic) are achieved and learners are
groomed for an enriching future.
Early Stages At VIBGYOR, we ensure that the 3 domains of
Following years of planning and effort, we set up the
first VIBGYOR school in Goregaon in the year 2004. It is
a prominently located school in the middle of the hustle
and bustle of Mumbai city and imparting world-class
education.
In the early stage of the VIBGYOR brand journey, our
most important focus was on creating and delivering
contemporary world-class curriculum. Also, well-trained
professionals to support school academics & operations
were hired to ensure consistent quality of overall school
education & learning experience.
Present-day
BRAND
PLATFORM
The name VIBGYOR symbolises the radiant colours of
the rainbow endowed with the power to enlighten and
Focus on building an environment that nurtures
learning at its best, providing best-in-class
facilities to make it possible and particular
focus to safety & security on the child are some
the best learnings we would like to share with
the industry peers.
KAVITA SAHAY KERAWALLA
Vice Chairperson
FUTURE
Branding Trends BRAND
Speak
The overall shift is towards making the child ready for
global platforms and become a global citizen. Hence, VIBGYOR has always been at the forefront
of better and innovative curriculum
the curriculum, academics, academic delivery, workforce thinking, research, design and delivery.
LOGO UNDER hiring & training should revolve around fulfilling that to our curriculum to enable and equip our
We will continue to make improvements
need. On a relate note, branding & marcom would take a
shape in the similar direction.
learners to compete and ace at the global
the Lens platforms.
VIBGYOR logo symbolises the radiant colours of the Riding the Adtech
The ethos like Versatility, Open-Mindedness, Rational WAVE
rainbow. Every colour represents a different set of values CUSTOMER
we aim to imbibe and nurture in our students. Testimonials
thinking are deep rooted in our brand.
Leveraging Search Engine Optimization through Google The pedagogy of the school is
analytics tools, SEMRush etc. along with Search Engine extensively engaging and meaningful in
nature. As a parent, I feel that no school
Breakthrough strategy. Along with that tapping into innovation in Print presently is meeting such high academic
& Social media Marketing remains at the core of our
standards.
CAMPAIGN & Outdoor remains our focus to draw in better attention Rahul Marwah (Parent of Gurbani),
& drive consideration.
VIBGYOR High, Gurugram
We are pleased with the inspiration rich
Our brand advertising campaign - ‘Holistic Education for school environment and the pragmatic
approach at VIBGYOR which coupled
your child’- resonated with our target audience.
with trained educators who help the
At VIBGYOR, we focus equally on academics, sports
students to be equipped for life beyond
and performing arts with a scripted curriculum. This
classrooms.
stems from our extensive market research with the Vinita & Nandan Sutaria
parents across India and learning most important insight (Parent of Hridhaan), VIBGYOR High,
that their core need is to provide all-round education to Surat
their child.
Through our ad campaign, we precisely communicated
that the world of VIBGYOR encourages 360 -degree
development which is essentially one of the most critical
needs of parents. Thus, the simplicity of our messaging
and strong visual hook resulted in a breakthrough ad
campaign. w w w . vg o s . o r g
2022
5 EDITION
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“Viraj” has a global reach across 95 countries with
an annual turnover of $1.2 Bn. The application of
BRAND stainless steel is in many industries like automobile, LOGO UNDER
oil and gases etc., which makes our demographies far
Early Stages and wide. We listen to our customers and tailor our the Lens
offerings according to their requirements. Rather than
We established our first melting shop in Tarapur, India, and just focusing on a single product, we have created The Viraj logo includes several elements and two colours
commenced operations in 1992. Initially, our focus was on a basket of stainless steel long products that meet - orange and green, inspired by the Indian Tricolour. The
lower-grade steel for the domestic market. In 1995, Viraj diverse needs. In changing environments, keeping orange colour symbolises the rising sun, optimism and our
shifted its focus to producing value-added stainless-steel this dynamic strategy has helped us remain relevant. consistent growth. The Viraj bird signifies our ambition to
products for the export market to become the preferred
supplier for top global distributors and OEMs’. Our core
strength lies in the strategy - our customers are our top
priority. Through continuous innovation and technological
upgradation, we’ve added an array of stainless-steel
products to become the foremost choice of customers.
With more than 100 certifications and approvals, our world-
class quality has helped us succeed quickly.
Present-day
BRAND
PLATFORM
Since its inception, Viraj has been a pioneer in its
typically commoditised industry. Today, the Brand
The customer is the best partner in building your
brand. Listen to your customers to understand their
requirements and ensure deliverables with quality
and consistency. This results in customer loyalty
which is the key to building successful brands. We
take pride in stating that more than 90% of our
customers have been with us for over a decade,
clearly demonstrating Viraj’s efforts to fulfil its NEERAJ R KOCHHAR
commitment to the customer. We consider our CMD
customers our partners and strive to create a win-
be the preferred and respected global steel manufacturer win situation. Viraj’s customer-centric approach
and reach new heights. The curve symbolises the growth has resulted in its growth as a trusted brand and
trajectory of Viraj as an organisation, and its green colour ensured consistent growth. BRAND
signifies our commitment to sustainability.
We display this logo on our finished products, at trade Speak
exhibitions and more. Today, our logo is synonymous
with the best ‘Made in India’ brand in the stainless-steel brand-building being taken up more actively and in many “Viraj stands for trust, reliability,
consistency and quality. We nurture
long products industry. unique ways. Companies continue to actively engage
every client relationship carefully and
with their customers using stories around the brand.
continue marching ahead with the same
passion. Viraj started as one man’s dream
Breakthrough Riding the Adtech class stainless steel organization. We aim
and now is a professionally run, world-
CAMPAIGN WAVE to build a brand that becomes the pride
of India.”
Viraj is constantly thriving for sustainability in our
products and processes. We’ve undertaken several Social media has been a game changer for us. It has helped CUSTOMER
efforts to contribute towards a greener environment. In a us to create a social community front and highlight our
Testimonials
joint venture with Tata Power, we’re setting up a 100 MW company’s activities to the public. We now reach out to
solar power plant. We’re taking steps to improve direct the community through various platforms and interact
and indirect energy efficiency. with them about our initiatives including sustainability “We are impressed by the Product Basket
On National Energy Conservation Day we also and green steel. of Viraj. It helps us get everything we
launched #ForBetterTomorrow campaign. For 10 minutes need.”
SekyungMetal Co.
our units were switched off to spread the message about
energy conservation, and all our 10,000 employees took
“Always ahead of the market, passionate
a pledge to be mindful about their energy consumption.
experts for stainless steel.”
We planted trees in and around Viraj,this campaign Voss Edelstahl
reached 4.44 lakh people in and around Tarapur and was
widely appreciated. “Viraj stands for vision, courage, passion,
perseverance and determination.”
-Montanstahl
FUTURE
Branding Trends
In commoditized markets like the stainless-steel industry,
standing out for a brand is always challenging. However,
in recent times, we see the trend changing with B2B w w w . v i r aj . c om
2022
5 EDITION
TH
industry. It is a trusted brand for customers and • Current Demography: Across 40+ countries
BRAND stakeholders, focused on improving life around the • Brand success as of today: Brand Strategy for your
current success: Wavin’s focus on designing innovative
world by building healthy, sustainable environments
for global citizens.
Early Stages • Geographical Spread: Wavin has 10500+ employees, and sustainable solutions for the building and
infrastructure industry has ensured continued success
production units in 40+ countries. for the brand Wavin.
Origin: Wavin (a contraction of the words WAter and
VINyl) was founded in August 1955 by Johan Keller,
who was the then Director of WMO, a local water utility
company battling against serious pipe corrosion, loss of
water and looking into plastic pipes as a solution to offer.
• Place of origin: Zwolle, the Netherlands
• Target demography at the time: Local and Western
Europe
• Erstwhile Brand strategy: Strategy that propelled you to
success at the time: To offer efficient solutions for a safe
and seamless water supply while minimizing water loss.
Present-day
BRAND
PLATFORM
• Current Brand Equity: Wavin is a global leader in offering
innovative solutions for the building and infrastructure
With our customer-centric approach based on
a sustainable development pattern, we always
strive to design innovative solutions that
provide value additions to our customers in the
long run. This has helped us become one of the
top brands in the world, offering innovative
solutions. MANISH KHANDELWAL
Commercial Director, India
FUTURE BRAND
LOGO UNDER Branding Trends Speak
the Lens In the near future, Wavin will continue to lead the way by manufacturing hub and a $5 trillion
As India looks to become a global
adopting unique approaches to come up with innovative
and sustainable solutions that advance life around the economy by 2025, infrastructure including
Logo branding: How did you arrive at your logo? Thoughts world and help create a better planet for all of us. health and sanitation will play an
important role in achieving this goal. With
that would help you achieve what you set out with your
our futuristic pipe and fitting solutions, we
logo. Selecting the colour, fonts etc: The word ‘Wavin’ is a
are committed.
behind choosing the blue colour for the logo was that the Riding the Adtech - Manish Khandelwal, Commercial
contraction of the words WAter and VINyl. The very thought
Director, India
blue colour signifies water and purity.
Logo identity: What helped you arrive at the success of WAVE
your logo and brand?
Since water and vinyl (plastic) pretty much defines what
Wavin is all about, its logo carries the brand philosophy Wavin is pioneer when it comes to employing futuristic
forward in a simple, straight yet subtle way, thus ensuring technologies. To take the brand to new territories, Wavin
brand success. uses the latest modes of communication, including
social media and search engine platforms, to expand
the reach of its brand and improve engagement with its
Breakthrough stakeholders and customers.
CAMPAIGN
#PIPEDOESMATTER (Pipe Does Matter)- This campaign
was about Wavin PVC+ - which offers secure connections,
along with accurate alignment due to its ribbed fittings
and angular rotation markings, thus making it easy for
installers to install these pipes without any problems.
Wavin Hai To #FIKARNAHI- This campaign focused
on SuperTemp CPVC pipes - which can easily handle
pressure fluctuations in pipes to provide leakage-free
supply, and Wavin AS+ - the world’s leading low-noise
drainage system designed to effectively reduce the
gurgling sound that comes from the drainage system,
thus ensuring. w w w . wa v in . c o m / e n - in
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5 EDITION
TH
tertiary clinical care and expertise across multiple In pursuance of this evolution WHL partnered with
BRAND specialities such as Orthopaedics, Neurology, Critical Harvard Medical International (HMI), Boston, USA to
care, Oncology, Emergency medicine and Minimally
derive knowledge and acumen from various Harvard
Early Stages Invasive surgeries etc. in the western states of Gujarat & Associated Hospitals in the world and bring to its patients’
process driven healthcare quality systems.
Maharashtra.
Wockhardt Hospitals (WHL) started its operations in 1989
with a tertiary care hospital in Kolkata. Initially Wockhardt
hospitals targeted and occupied “an expert” position in
heart care. The strategic initiatives undertaken were to
have the best team of heart care clinicians in the country
and build a successful portfolio of complex surgical work.
These initiatives were compelling to the target
demography of patients suffering from coronary heart
diseases and propelled Wockhardt Hospitals to own
the “heartcare” space in the Indian healthcare provider
landscape.
Present-day
BRAND
PLATFORM
Staying true to its core values, over the years WHL has
evolved into being recognised for its global standard