In its 17-year journey, Campus as a brand
has acquired many key lessons, based on
which it has inculcated its 6 key values. These
are ‘Creativity’, ‘Agility’, being ‘Massively
Enterprising’, demonstrating ‘Positivity’,
‘Unrelenting customer centricity’ and ‘Success’.
Actively sticking to these core values has driven
Campus to the top. NIKHIL AGGARWAL
We believe that the future will witness Whole Time Director &
more scope and recognition towards localise Chief Executive Officer
marketing, engaging content related to
gaming, and collaborations with brands having
similar vision to increase engagement with
BRAND
target audience.
Speak
LOGO UNDER FUTURE Campus’s digital systems enable
us to capture significant inputs for
the Lens manufacturing and sales. Data from
Branding Trends these systems is analysed to understand
consumer trends, inventory and sales
The Campus logo, “Bolt”, is a single unit of joint curves.
positions and plan our marketing
The bolt represents the commitment behind the The future is digital. And digital means data
and sales activities. As these systems
relentless pursuit of people who never want to give up management. If managed right, we can leverage data generate further data, they will allow
and constantly push themselves to reach greater heights. to explore new markets and growth like never before. In us a better understanding of consumer
The “Bolt” has been derived in accordance to our 6 values this regard, we have been upgrading our systems with preferences.
– Creativity, Agility, Massively Enterprising, Positivity, the latest technology and a dynamic team to run them.
Unrelenting customer centricity and Success. Campus
adapts fast, thinks outside the box, demonstrates
optimism, ethics, integrity, and is driven. The “Bolt” Riding the Adtech CUSTOMER
WAVE Testimonials
represents these 6 values of the brand, perfectly.
A shoe malfunction made me stop at
Breakthrough Campus’s digital systems enable us to capture significant the nearest store today- you can guess
which one @campusshoes. Was totally
CAMPAIGN inputs for manufacturing and sales. Data from these systems thinking - tough being an Indian brand
surprised by what I found. Got me
is analysed to understand consumer trends, inventory and
sales positions and plan our marketing and sales activities.
We have some good products being
As these systems generate further data, they will allow us a amidst the MNC marketing onslaught.
In 2021, Campus introduced the ‘What’s Your Move’ better understanding of consumer preferences. made right here in India.
campaign showcasing the Global Giri 2.0 collection, Surabhi Upadhyay
inspired by global designs that cater to young Indians
Is anybody here, who is #Campusshoes
and their global aspirations. The ad showcased dancers,
fan like me?@Campusshoes
tutting with Campus shoes on their hands. Shot in Istanbul,
Honestly, they make excellent quality
with music by renowned ‘Gully Boy’ fame Dub Sharma,
shoes. Saying by experience.
it resonated with the youth, as music and dance are at Mithilesh Kale on Twitter
the centre of their social lives, helping establish Campus
as a brand creating international designs for India. The
campaign was recognised at the APAC Effie Awards 2022,
receiving accolades under the ‘Youth Marketing’ and the
‘Seasonal Marketing’ categories. w w w . c a m p u s s h o e s . co m
2022
5 EDITION
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history and expertise in various industries, and offers
BRAND a full range of services, including strategy, design, and
operations, using the latest cloud, data, AI, connectivity,
Early Stages software, digital engineering, and platform technologies.
Guided by our purpose ‘Unleashing human energy
through technology for an inclusive and sustainable
Capgemini is a global IT services company that was future’ we promote inclusiveness and sustainability
founded in 1967 in Grenoble, France as Sogeti. In 1975, it through technology and help our clients, our people, and
expanded to 21 countries and changed its name to Cap our communities to “Get the future they want.”
Gemini Sogeti, later being simplified to Capgemini in
1996. Over the years, the company has acquired several
marked its 50th anniversary and launched its new brand LOGO UNDER
relevant brands and has a presence in India with over
185,000 employees across 13 cities. In 2017, Capgemini
identity to better serve clients’ business challenges in the the Lens
digital world.
The Capgemini handwritten logo is based on the
Present-day signature of our founder Serge Kampf. Combined with
a spade symbol and traditionally the highest value
BRAND suit in a deck of playing cards, Capgemini’s spade
represents the company’s belief that technology is
nothing without the people behind it and its ability to
PLATFORM constantly adapt to the latest innovations. The spade
is flexible: flowing, folding and turning. Bringing a
freshness in our brand colour, we introduced the new
color scheme of our logo which features a darker blue
Capgemini is a global leader in partnering with companies that symbolizes the company’s heritage and reliability,
to transform and manage their business by harnessing and a lighter blue that represents energy, inspiration,
the power of technology. The company has a 55-year and an innovative mindset.
Breakthrough
CAMPAIGN
2022 is a year marked by numerous milestones and
designed Capgemini’s future and left a lasting impact
on our history. We launched our multi-channel brand Our brand promise ‘Get the Future You Want’
campaign, our first sports partnership with Rugby captures the spirit of Capgemini. It reflects the
sport and Techipedia Podcast series among others. The zeitgeist of current times where world events
360-degree brand campaign was curated with a focus and rapid digital transformation require people
on brand awareness and talent retention. It was spanned to look beyond the question of„ can it be done?
across multi-channels including 70+ print publications “and rather to define whether it’s the right choice
(both English and regional language) Pan India, covering for a sustainable and inclusive future. We believe SARIKA NAIK
~20% of possible target audience, radio jingles in 62+ the future is in our hands and we want our teams, Chief Marketing Officer – India
cities, amplified in social media platforms, OTT platforms, our clients, our partners, and our communities to
leading payment apps, entertainment, sports, job search feel that change can happen the way they want it
and news apps which garnered 200M views. The second to, and that we will help them achieve it.
largest campaign was our first-ever sports partnership BRAND
with India Rugby Football Union (IRFU). The theme of
inclusion on and off the field has resonated well and
aligned with our Group messaging resulted in 45+ Riding the Adtech Speak
over 400+ positive comments across all social platforms. WAVE Capgemini brand promise ‘Get the Future
media coverages, social media posts received 1.6Million
You Want’ captures the spirit of our
impressions, 500K engagements, 600K videos views and
optimistic vision of the future. It signifies
Another major campaign that attracted our target that change can happen the way we want
it to, and that Capgemini will help achieve
audience is Techipedia podcast series that showcased For the coming years, the focus in marketing will be to
it with technology, a critical enabler to
Capgemini’s expertise as thought leaders in the areas of leverage all tools and bring in the benefits of CRM for
transformation of business and society.
new-age emerging technology. The podcast series went analysis. At Capgemini, we launched use various tools
live in OTT platforms and social media channels resulted like Socxo Platform, an Employee Advocacy platform that
in 175K+ impressions on YouTube, 1.6M+ brand mentions allows us to share branded content with our colleagues
through IVM network shows and 8.6M+ promotions who in turn share the content on their social networks. Over
through social media. the years, our employee advocacy platform has garnered
over 15M impressions and close to 1M engagements for
branded content. We also use Talkwalker & Brand24,
FUTURE a social media listening & monitoring tools to monitor
the negative and positive sentiments for the brand and
leverage the positive sentiments to amplify further and
Branding Trends increase engagement for branded content. And Google
Analytics we use heavily to analyse the content pieces
that gets maximum eyeballs and visits on the website and
The future of marketing is rapidly evolving and will improve content/user journey for important topics and
continue to be shaped by advances in technology, use for monitoring our SEO/social efforts/campaigns.
changes in consumer behavior, and a growing emphasis
on personalization and authenticity. With the increasing
use of AI and ML, marketers will be able to gather and
analyze vast amounts of data to create more targeted
and personalized campaigns. Additionally, the rise of
social media, voice search, and the Internet of Things will
create new channels for marketers to reach consumers
and deliver engaging experiences. At Capgemini, we
strongly use regional marketing (7% of our media share
of voice come through language papers) and employer
branding through regional ads for all our campaigns.
Brands that successfully embrace these trends and
prioritize customer experience, ethics, and values will be
well positioned to thrive in the future of marketing. w w w . c a p g e m i n i . co m
2022
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inception in 1999, we have built a network of over 500 We have reached this position by providing holistic
BRAND active clients and a workforce of 2,000+ employees talent solutions to customers, made possible by the
across 9 offices with talent connectivity in more
domain expertise we have gained so far. We have been
Early Stages than 100 locations. Today, we are India’s leading able to build a brand legacy by consistently delighting
our customers through out-of-the-box thinking backed
talent solutions provider and a prominent player in
recruitment process outsourcing. by our knowledge, expertise and experience.
In 1999, when India was set to become a global IT
offshoring hub, the co-founders - Rishi Das and
Anshuman Das - saw a gap in the recruitment industry.
Driven by their passion and zeal to make a difference,
they left their cushy IT jobs and joined hands to turn
the gap into a life-changing opportunity. It was a time
when entrepreneurship was not in vogue. Careernet was
founded in Bangalore with a focus on hi-tech recruiting
and received early success owing to the scale, speed,
future-readiness, and customer-centricity it offered.
Present-day
BRAND
PLATFORM
When it comes to finding the right talent, we ‘make
it happen’ through domain expertise, tenacity,
innovation and customer-centricity. Since our
As a talent solutions provider, our core values
are trust, tenacity, innovation and customer-
centricity. Our brand purpose is to make the
right talent happen for our clients. We believe
that brands that define their purpose and live
up to it are the ones that have a place and
relevance in customers’ lives. ANSHUMAN DAS
CEO and Cofounder
FUTURE BRAND
Branding Trends Speak
Our success is a demonstration of who we
Having been around for 23 years, we have seen the are as an organisation. We are a homegrown
recruitment industry evolve and grow over time. company that is passionate about people.
Every core team member feels a high sense of
The constantly changing market dynamics require belonging to the company like it is their second
LOGO UNDER brands to be aware of the evolving expectations and home. We have built a very formidable culture
requirements of customers to survive in the future.
of trust, and mutual respect, and believe in
While customer-centricity remains the most important
standing up for each other. Another thing that
the Lens tenet, it has become all the more crucial for brands stay committed to the ecosystem, stakeholders
we as an organisation have been able to do is
to include the altered expectations of clients and
candidates in the periphery. and work. This is reflected well by the number
Having delivered on the promise that “we make it happen”, of tenured employees that we have. It keeps
the company alive and the workplace exciting.
we have extended the thought by adopting yellow and
blue as the primary brand colours - a combination that Riding the Adtech
expresses positivity and trust. CUSTOMER
the logo. The logo is multi-layered in messaging - the WAVE
People have been the core of our organisation’s
journey, which is why we have integrated people within
first yellow graphic represents a smiling emoticon and the Testimonials
letter ‘c’. While the blue represents human connection, We have been one of the early adopters of technology as “Careernet exhibits strong capabilities in
blended with the outline of the letter ‘n’. an organisation and have indigenously developed tech understanding the market dynamics and
The refreshed logo appeals to the sensibilities of the tools for business delivery. Our vision is to constantly helps you to hire the right candidates.”
modern user and elevates the brand experience. evolve ourselves by incorporating technology along AVP, Talent Acquisition,
Global Banking Company
with human intellectual capital in offering the right
recruitment solutions.
“The Careernet team has extensive
We engage with customers regularly for which
Breakthrough we use email marketing and social media marketing experience in assessing candidates for
leadership roles.”
CAMPAIGN tools. Our marketing primarily revolves around content Head of HR, Global Retail MNC, USA.
which gets disseminated digitally. The primary mode
“Well done team Careernet! We got the
of dissemination includes tech platforms for SEM, SEO,
best available talent in a short time for our
email marketing, and digital marketing.
requirements.”
Careernet underwent a brand revamp designed to
Asst. Manager, HR, Leading
elevate the user experience. We ran internal campaigns
Manufacturing Company
which included teasers, announcements, a quiz and
a workshop, and external campaigns that included
leadership messages to customers, emailers, newsletters,
digital marketing campaigns and PR. w w w . ca r ee r n e t . i n
2022
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doctors who are incredibly passionate about their work. who leverage world-class technology. This combination
BRAND From thorough diagnostic & therapeutic services to ensures that proper treatment is provided to yield the
best possible results across all 75 Centres located in over
complex operative procedures, all activities are carried
Early Stages out under one roof by our competent team of doctors 30 cities and 14 States of India.
Centre For Sight was founded in 1996 by Prof. Dr. Mahipal
S Sachdev to provide world-class eye-care services in
India starting from the Capital of the country.
The first Centre of the group was started in 1996
as a small clinic at Safdarjung Enclave with a vision to
provide best possible eye care by bringing the latest
technologies and pioneering advanced cataract and
refractive surgeries in India.
Introduction of latest technology with patient centric
values made the brand stand out from the rest of the
options since the very beginning.
Present-day
BRAND
PLATFORM
Centre for Sight works with patient-centric values and
offers clinical excellence with a team of highly qualified
As we are a sizeable single-specialty hospital
with a core focus on ophthalmology only, it
gives us an edge over other Multi-Speciality
hospitals when it comes to eye care. We invest in
the best talent and technology and successfully
manage to attract the same from across the
country and the globe. PROF. DR MAHIPAL S. SACHDEV
(Padma Shri Awardee)
Chairman & Medical Director
FUTURE BRAND
Branding Trends Speak
We believe that eye care, to be truly
The demand and supply gap in the Indian eye care space
effective, needs to harness state-of-the-art
was quite wide even before the pandemic hit us. After
technology and be operated by the deft
2020, screen time increased exponentially and even kids hands of experts. Quality eye care is what we
started to spend a lot of time on mobiles and laptops. live by. Our guiding principle is to provide
This further contributes to increasing cases of myopia affordable eye care for everyone using the
and eye strain in both, kids and adults. We need to be latest diagnostics and surgical technologies.
Along with advanced technology, we have
LOGO UNDER more efficient and prepared to serve people with the a team of highly-skilled eye care specialists
best possible eye care services.
who are experts in their domain. Our
accreditations by several leading healthcare
the Lens organizations demonstrate our commitment
Riding the Adtech to safe medical practices with the goal of
positive outcomes for all.
The objective is to convey our philosophy “every eye WAVE
The Brand icon aims to break through the clutter by
being self-spoken and clear through its representation.
deserves the best”. On a closer look, one can see an CUSTOMER
optical depiction of the eye structure that defines us in- In present times, even the healthcare industry needs Testimonials
depth, expertise and our wide geographical presence. to leverage the internet and digital media to spread
Whereas, the colours and font denote a sense of calmness awareness via websites, blogs, and social media platforms.
“I used to wear glasses & lenses and I didn’t
trustworthiness, professionalism, and reliability. Centre Centre For Sight has been creating simple and easy-to-
want to go for any surgical procedure, but
For Sight has positioned itself as a leader and a caregiver understand video content with the help of celebrities and then heard about SMILE surgery which is
in its category. influencers to educate the audience. very simple & easy. I got my SMILE surgery
from the Centre For Sight, 7 years ago and
my vision was completely restored. This
Breakthrough transformed my life. And, now it’s your turn
to be Specs Free!”
Bipasha Basu, Actress
CAMPAIGN “Before getting LASIK Eye Surgery I used
to face a lot of problems. Contacts weren’t
a permanent solution so, I went to the
Increased Awareness of Preventable Blindness and Centre For Sight for LASIK Surgery. I can
other eye ailments with the help of celebrities like surely say that you can trust your eyes with
Centre For Sight!”
Shekhar Suman, Bipasha Basu and Expert doctors led
Jas Arora, Model/ Actor
us to get a better brand awareness and recall. It also
gave us the thought leadership in the category. w w w . c e n t r e f o r si g h t . n e t
2022
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Our products are available at the leading chemist Asian and African countries.
Our brand strategy has been helping us being bastion
BRAND outlets in all the major towns and cities in India & in of customer well-being with top-quality products.
more than 30 countries worldwide including USA, UK,
Early Stages
Charak began its journey in the year 1947 from Mumbai
under the visionary leadership of Shroff Brothers Shri
D.N. Shroff and Dr. S.N. Shroff to cater to the health care
needs through Ayurveda to the people of India.
Since inception the company’s strategy was to
customers are provided scientific and evidence based
formulations.
Present-day
BRAND
PLATFORM
Charak has over 60 proprietary Ayurvedic brands and
we are category leaders in many therapeutic segments.
M2TONE – our flagship brand is the most trusted product
patronized by the leading gynaecologists and endorsed
by national and international journals.
As a front-runner in Ayurveda, we ensure that
our products adhere to strict quality standards
and are supported by research. We believe
in Quality, fair trade practice. We maintain
the delicate balance in the environment and
replenish what we take.
DR. RAM SHROFF
FUTURE Director
Branding Trends BRAND
Speak
Ayurveda demand will surge in coming years as new
age customers are looking for ways to manage and
maintain health by working on one’s health using Charak aims at providing innovative
and affordably priced Ayurvedic &
LOGO UNDER natural products. The Ayush industry is expanding at Herbal solutions. We espouse scientific
exponential pace. From just Rs. 2000 Crore, the industry
approach to offer Researched, Proven,
has reached Rs. 1.50 Lakh crore last one decade.
and Effective solutions in form of
the Lens Proprietary medicines, Skincare, OTC,
Haircare, and Nutraceuticals markets.
Our logo contains pestle and mortar encircled inside Riding the Adtech We are expanding our presence digitally
to provide shopping convenience to our
our logo is symbol of pharmacology. It also depicts WAVE PAN India customers.
a box and under it, the company’s name ‘Charak’ is
placed inside an oval shape. The pestle and mortar in
traditional wisdom of Ayurveda. Charak name inside
an oval shape signifies the use of modern technology Charak is aggressively connecting with our customers
for making our products. The brand logo encompasses through use of technology to our core customer’s i.e. CUSTOMER
the company’s philosophy of developing products Medical practitioners and common public. We have
using traditional wisdom of Ayurveda with modern created special applications as well as using social Testimonials
production technologies. Quality & research on media platforms like You-tube, Instagram, facebook,
products has helped us gain trust of medical fraternity twitter etc to disperse information and connect with “I was suffering from hormonal
as well as customers across the globe. customers. imbalance where i had prolonged
periods but regular charak med. Gave
me result within 1 month.. totally
recommend this”
Breakthrough Sweta
CAMPAIGN metabolism too. My kid loves the taste
“Good for kids immunity. It increases
of it.”
Ms Angel
Over the year, we have conducted several campaigns;
The tonic worked wonderfully well in
recently we have conducted mega campaign for
reducing the inflammation in abdominal
‘awareness on PCOS’ among masses. ‘Stand on
region. Really happy with it. I highly
your feet’ for encouraging and supporting female recommend it if the periods pain is
entrepreneurs etc. These campaigns have resounded unbearable.”
well among customer because of elements of Natasha
emotional connect.
w w w . c h a r a k . c o m
2022
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housing solutions, and Charminar rose to the challenge. inception in the year 1946, Charminar has ridden every
BRAND The journey which started with a single facility in curve of hardship, challenge and opportunity to become
Hyderabad has grown rapidly through the decades and
a market leader in providing shelter to millions of people
Early Stages has established its presence across the nation. From its through it’s Fibre cement sheets roofing
The best-selling, first choice of durable roofing for rural
and semi-rural markets are Charminar’s fibre cement
sheets. This product has led the segment for so long, that
today, it is synonymous with the brand name Charminar.
The brand’s 75-years journey from pioneer to leader can be
attributed to the contribution of the construction industry
in building modern India. 75 years after Independence, the
industry remains the country’s second largest employer.
Charminar enjoys a pan-India presence and operates with
a formidable network of over 9,000 channel partners.
Present-day
BRAND
PLATFORM
Charminar has been identified as a pioneer in the affordable
housing sector since 1946. The post-Independence
domestic market witnessed a boom in the requirement of
Charminar have always operated in a
competitive market, where options are aplenty
but trusted ones are rare. The commitment to
innovation has secured Charminar’s reputation
in the market, and over time, people have
accepted Charminar as the provider of safer &
durable products AKSHAT SETH
MD & CEO
FUTURE
Branding Trends BRAND
Speak
Charminar’s recent focus has been to expand the range
of products and provide comprehensive solutions As one of the oldest and largest producers
LOGO UNDER to customers. In this regard it has recently launched brand Charminar is proud to stand tall as
of fibre cement sheets in the country,
Charminar Fortune, a Green product which provides
one of the country’s premium brands. We
customers, end-to-end roofing solutions that are eco-
operate with an expert understanding of
friendly and robust.
the Lens rural and semi-rural India.
The brand Charminar has set about winning the
confidence of users and becoming a brand leader with Riding the Adtech CUSTOMER
provider, to redefine the category it serves and to evolve WAVE Testimonials
four clear-cut imperatives — to maintain the leadership
position in the category, to be perceived as a solution
into the best recognised brand in the category. Charminar is a brand that knows the
Charminar logo is a direct reflection of it’s brand A robust ERP system based Dealer Information pulse of rural markets very well.
values. The presence of a roof above the brand title Management System has ensured that Charminar, along Maulik shah
signifies the epitome of shelter, protection and trust. with its partners, always remains ahead of competition.
Charminar products are long lasting and
Charminar stands ahead in catering to digital savvy
durable.
customers as well. Our products are also available on
Hiran patel
Breakthrough leading e-commerce sites. I am proud to be associated with a brand
CAMPAIGN that has a legacy of over 75 years
Rajendra
In a market category that suffers poor product
differentiation on attributes such as look and feel,
Charminar has achieved a clutter-breaking brand identity
as a result of years of strategizing and positioning.
Charminar launched Coloured roofing sheets to cater
the evolving needs of contemporary customers. Our
breakthrough campaign “Tarakki ke pakke rang” comes
from the insight that success is a long journey. And the
more time, patience and hard work it takes, the more
colourful it is. w w w . h il . in
2022
5 EDITION
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efficiency in residential interior design comes with efficient team goes all out to deliver an end product
BRAND over 18 years of experience. Our team’s commitment that satisfies the client in every way. They accomplish
to prioritise customer service, has shaped D LIFE
this by staying abreast of international trends and
Early Stages into the enterprise it is today. Our well qualified and adding their own design twist.
D LIFE Home interiors is brand name of JM Lifestyle interior
projects Pvt Ltd, established in 2004 in Kochi, India, with
an aim to provide high-quality customized home interior
products and services in a timely manner, backed by a
robust team of incredibly talented and highly efficient
professionals, and through a wide range of innovative
systems. Over the years, we have been able to design
solutions that are truly unique, elegant and personal, to
best meet the needs and desires of our clientele.
Present-day
BRAND
PLATFORM
As of today, D LIFE has 16 exquisite showrooms
and offices, located all across South India. D LIFE
is planning to complete the South Inidia expansion
opening 6 new branches in 2023. The organisation’s
Over the years, our long-term goals have always
been to try and positively influence the lives of
clients and make a lasting impression on their
minds. We take pride in offering customised
and tailored, exclusive experiences to clients
through high-quality products.
JOBY MATHEW
LOGO UNDER Riding the Adtech Managing Director
the Lens WAVE BRAND
D LIFE’s logo is a representation of the beauty Speak
and simplicity that life offers. The simple logo has As our brand continues to offer 100% customized home’
remained as true to its vision since day one, inspiring interior designs, the rise of Adtech presents numerous At D LIFE, our mission is to shape spaces
and offer exceptionally rewarding
all those it encounters with its timeless message. possibilities. Drawing on behavioural market insights and
experiences for valued clients with
consumer demographics, we’ve strategically earmarked a
high-quality, sophisticated interiors
majority of our company’s business spends towards the
backed by timely execution and
Breakthrough online medium, especially considering the current scenario. by the client’s desire for the best, we will
superlative after-sales services. Inspired
We will be tailoring our upcoming campaigns to target
CAMPAIGN individuals based on their unique behaviour across multiple continue working towards creating the
perfect environments that reflect their
channels, allowing us a greater reach than ever before.
style and promote their wellbeing.
Our campaign which highlighted D LIFE as the “The most
reliable interior furnishing company in South India”, CUSTOMER
offering 100% customized solutions to help customers
turn their home into a place full of beauty, just as
distinctive and special them, epitomized the spirit of the Testimonials
brand. We are committed to bring happiness inside with
customized solutions. “Professional, process-oriented quality
and time bound delivery. From design
to material selection, D LIFE is doing a
commendable job. The interaction with
FUTURE all the great work you have done for us,”
the team was pleasant right from the
design to delivery. Thank you D’Life for
Branding Trends Rao Family, Prestige Augusta Golf village,
Bengaluru.
We understand that as designer products and services
become increasingly accessible, there will be people
who want something that isn’t seen everywhere. With
technology and digital tools continuing to improve,
craftsmanship will become even more prized.
Designing interiors in the virtual realm with designers
across the globe, is also becoming a reality. People
are beginning to rely on digital visualizations or VR to
buy furniture, regardless of whether they are visiting
the store. dli f e i n t e r i o r s . c o m
2022
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development and industrialisation. Since then, being giving them the opportunity to spend less time on
BRAND purpose-driven has always been a part of our DNA. We banking processes and more time to do things that
bring them more joy in their lives. Hence by making
evolved from being Singapore’s largest bank to Asia’s
Early Stages Safest bank, focusing on 6 core markets of Singapore, banking joyful, we allow our customers to Live More,
India, China, Hong Kong, Indonesia and Taiwan. As we
Bank less.
aimed to be the best bank in the world, a vision that
As the former Development Bank of Singapore, founded was achieved in 2018, we took on the responsibility
Present-day
in 1968, our purpose was to finance Singapore’s to make banking seamless for our customers, thereby
BRAND
PLATFORM
Since 2014, the bank, in many ways, raced ahead of its
peers in transforming itself digitally. In India specifically,
DBS through its unique “phygital” model offers its
customers a different kind of banking experience
- which is less of a conventional bank and instead a
forward-looking tech company offering financial
services. At the same time, DBS continues its focus on
purpose-driven initiatives addressing sustainability
issues and creating a lasting impact in the lives of
individuals and businesses beyond banking. The
evolved brand strategy refreshes the brand promise
and positioning, building on what DBS wants to stand
for and aims to defy the status quo of what being a
bank means.
Staying with the times! Our customers have
changed, their financial demands have
changed and so have we!
Being a bank for the times is to be more
like a start-up, more like a techie, more
like an eco-warrior, more like an old friend,
more like a business partner, and less like a SHOMA NARAYANAN
traditional bank. DBS with its approach as Managing Director - Group Strategic
a different kind of bank, evolved with the Marketing & Communications
current wave to ensure we position ourselves
differently ensuring our audiences know of
our support for start-ups, our dedication
to innovation, and our commitment to BRAND
sustainability. We blend our campaigns with
these core concepts to strengthen our brand Speak
positioning thereby staying with the times
LOGO UNDER and our customers. “Rather than fitting into the conventional
notions of a ‘traditional bank’, we are
a bank for the times - digital, agile and
the Lens FUTURE sustainable - a different kind of bank for a
post-Covid world.”
At the heart of our visual identity is the DBS logo. It
comprises of two elements – the logomark (DBS clover) Branding Trends CUSTOMER
and the logotype. Our logomark is a four-leaf clover
representing the caissons in the foundation of the first Technological Disruption: Harnessing emerging Testimonials
DBS building. In the early 80s, the clover was given a technologies to quantify the impact across functions
facelift to make it softer, more modern, and to reflect our on the bottom-line and customers stands to be “By being digital and paperless, DBS’
new business focus. And at the centre of the clover, you something we actively work on. This is not just e-way bill solution enables us to raise
will notice a Spark. This symbolises the spark in all of us to because we pride ourselves in being digital-first but the financial requests seamlessly. The
make banking joyful. knowing how these technological changes could solution is simple, unique, enhances
efficiency and saves cost.”
fundamentally reshape the financial system, and the
Indofil Industries Limited
way people bank in the future, makes us adopt a tech-
Breakthrough inclined culture. financing requirements well and
“DBS understood our trade
CAMPAIGN Riding the Adtech provided the solution in form of their
platform, DBS IDEAL.”
Blue Star
DBS Bank’s category-defying brand campaign ‘Live WAVE
DBS, a #DifferentKindofBank
more, Bank less’ envisions the bank’s belief that a different
kind of bank is needed in a post-pandemic world that is Our evolved brand strategy has positively impacted
more technology and sustainability-focused. In 2018, as it brand awareness and perception across attributes
turned 50, DBS told its customers it wanted them to ‘Live such as trust, sustainability, digital innovation, and
more, Bank less’. Four years on, the bank continues to defy technology in the Indian market. This was made possible
the status quo – this time, with its brand campaign, the by integrating various AdTech and MarTech platforms
bank makes it clear that it is more like a good friend, more into our operations and data-led decisions to quantity
like a business booster, more like an award-winning techie, the impact of our transformation on the bottom-line and
and less like a traditional bank. how the brand is perceived. w w w . d b s . c o m / i n di a
shape mindsets and shift attitudes. The linear network standalone leading media conglomerate, we generate
BRAND reaches over 700 million viewers monthly in 9 different more than 20,000 hours of original content across GEC,
languages across India and over 100 countries. The
sports, studios, movies, infotainment, kids and lifestyle
Early Stages streaming platform Disney+ Hotstar has transformed content annually.
the way India consumes entertainment. As India’s
In 1991, India opened to the world and the Star TV network
opened the world to India. Until 1999, the network targeted
only the top 5% of the English-speaking population and
reached 10 Mn people. In 2000, the network started to
craete localized content in local languages, leading to a
reach of nearly 100Mn viewers within a year.
In 2007, it broadened its entertainment offerings beyond
male-centric storytelling to developing progressive
content focused on strong female characters. Since
then, Disney Star has used its programming to drive
social change thereby Inspiring a billion imaginations.
Present-day
BRAND
PLATFORM
Disney Star today is the nation’s storyteller. For the
past 30 years we have been driving social change by
enabling and empowering audiences with ideas that
LOGO UNDER
the Lens
Prior to the acquisition, the Star logo used ‘star’ as an
icon and was the inspiration for all our channels. ‘Heat’ Influencing and inspiring the lives of a billion
was the heart of the Star network identity, symbolizing people and driving social change in India, is
our energy and desire to innovate constantly. In April ‘22 what we do every day by:
we adopted a co-branded approach and changed the • Using Content as a Force for Good: Our
corporate identity to Disney Star, which uses both the entertainment channels foster a culture of
Disney and Star logos. We believe that this unified identity challenging societal stereotypes, spotlighting
adds more value while engaging with our audiences and women’s achievements and changing
stakeholders as we leverage the combined strength of conventional conversations MINAKSHI ACHAN
our businesses, with the power of technology and global • Bringing a Sports revolution: Star Sports Head - Network Brand & Creative
access to the world’s best storytelling. has been bridging the gender gap and Communications, Disney Star
building India into a multi-sporting nation by
introducing successful leagues like PKL and ISL
Breakthrough • Shaping a digital revolution: Disney+ Hotstar BRAND
India launch made audiences for the first-time
CAMPAIGN experience world class content being delivered Speak
to them using the power of technology
“There’s no greater power than
storytelling and no greater joy than
gender stereotypes.” We live in a country where mothers FUTURE shaping imagination to provoke thought
Nayi Soch – ”The campaign redefined the social fabric of
our nation by stamping out gender bias and questioning
and action“
are worshipped. Yet, the arrival of a girl-child is often
seen as a sad news. Despite conversations around Branding Trends
gender equality several legal and education documents CUSTOMER
still demand only the father’s name to be filled in. We The lines between media types are disappearing. Today
partnered with BCCI and launched a campaign where the content is ever present, consistent across platforms, and Testimonials
then-Indian captain M.S. Dhoni and star batsmen Virat individually personalized. As our physical world blend
Kohli and Ajinkya Rahane proudly donned jerseys with with virtual worlds, personalized and customized content Disney Star reflects the calibre of what
their mothers’ names instead of their fathers’ surnames. will become a baseline expectation in future. every great organization should aspire
to. This is best reflected in its team
– their culture, innovative approach,
responsiveness, and professional
conduct. Makes for a great partnership!
- Vynsley Fernandes, Whole Time
Director, Hinduja Global Solutions &
Chief Executive Officer, NXTDIGITAL
Disney Star has been a valued partner
from the beginning and working with
them has been a journey of many
innovative experiences. Their ability
to combine content and technological
innovation to deliver an immersive
experience for the audience is
unmatched.
- Pallavi Puri, Chief Commercial and
Content Officer, Tata Play
w w w .d isn e y s t a r . c o m
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5 EDITION
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for all patrons. DLF Retail has changed the way industry, having signed 158 marquee brands across
BRAND consumers shop by adapting to the customer needs categories in its 8 premium and luxury properties, in
with multiple offerings in their retail destinations.
Delhi-NCR. The organised retail industry has shown
Early Stages Despite the challenges posed by the pandemic, the signs of growth and recovery around the world, with
DLF Retail at the forefront!
brand has emerged as an undisputed player in the retail
DLF Retail has redefined India’s retail space by introducing a
unique take on ‘Mall Culture’ in India with its iconic properties
combining shopping, work, and leisure activities, all under
one roof. Having transformed the consumers’ purchasing
behaviour into a holistic one, DLF Retail established itself as
a pioneer in the industry with DLF Place, in Saket and now
has 8 malls, housing 900+ retail, F&B, and entertainment
brands! Through creative marketing campaigns, experiential
activities and the establishment of cohesive operations and
processes, the brand was able to transform its properties
Present-day
BRAND
PLATFORM
DLF Retail has been at the forefront of retail
transformation with the unique experiences it creates
DLF Retail has been a frontrunner in the industry
by being dynamic & providing consumers with an
elevated & holistic experience across its malls. In
this era of cutting-edge digitalization, it is vital for
businesses to incorporate technology in consumer
experiences ”...like DLF Retail!”
PUSHPA BECTOR
FUTURE Executive Director
Branding Trends BRAND
Speak
With consumers adopting omnichannel shopping
approaches, retail is set to reach an all-time high. Malls
are expected to see high footfall because of the holistic DLF Retail is all about revolutionising
the retail space to cater to wants of all
retail experiences they provide. The F&B industry
our patrons. All our properties have
becomes more dominant. Furthermore, the fashion,
been curated keeping the consumers’
beauty, and consumer technology space will gradually
expectations in mind, and our malls
grow with elevated sales! aim to keep servicing their patrons with
LOGO UNDER Riding the Adtech the best of retail, fashion, food, and
entertainment under one roof!
the Lens WAVE
We followed the same font and colours as that of the DLF
Limited branding, but we put our own spin on the ‘Malls’ DLF Retail has implemented various technologies in the
part of our DLF Malls logo with a coloured pyramid to functioning of its malls. From putting up smart displays
showcase our brand’s and the industry’s uniqueness. The to digital directories, interconnecting the entire portfolio
nine small black pyramids show cohesion, interdependence, of malls via the ‘Lukout’ app, booking parking spaces,
support and foundation, and all serve a common purpose and much more has been introduced, and has shaped an
- dedicated to achieving greater heights by way of the elevated retail experience for all consumers.
motto of “Building India”. The brand has used a colourful
one to reflect the multifaceted, diverse nature of the retail
industry and our DLF Retail portfolio of malls.
Breakthrough
CAMPAIGN
The #WeGotJabbed campaign was launched to
commemorate the Malls’ reopening after a lengthy
closure due to the pandemic. Ip’s with notable brands
like Tinder (Queer Made Weekend) celebrating the queer
community, Rang De Korea - A full-fledged Korean
cultural fest, collaboration with Comicon and so on. w w w . d l f . in / r e t a il
2022
5 EDITION
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including India, United Kingdom, United Arab Emirates, keeps Dr Batra’s® at the forefront alongwith innovative
BRAND Bahrain and Bangladesh with over 235 clinics and a pool technology, effective treatment procedures, compassion
of 300+ doctors who work relentlessly to provide holistic
and patient care at the core of – is passionate adherence
Early Stages healthcare solutions to over 15 million patients. What o the core principles of Homeopathy.
Our Founder, Chairman Emeritus and Padmashree
Recipient, Dr Mukesh Batra, believed that brands have
the power to outlive individuals. He felt that there was
a need to create a healthcare brand that will resonate
with his belief, this is what led to the formation of Dr
Batra’s® in 1982. It was originally known as the ‘Positive
Health Clinic’. After market research revealed that the
name ‘Dr Batra’s®’ had a higher recall, it was renamed.
Today, decades later, it is brand well recognized in India
and internationally.
Present-day
BRAND
PLATFORM
From a humble beginning in a small, single clinic to now,
a household name for safe and effective treatments,
Dr Batra’s® has expanded over various geographies
Dr Batra’s® stands for trust, professionalism,
technological advancements, and evidence-
based medicine. It’s a brand that people
trust, be it our services or products. We
are driven by the patient-first philosophy.
Our brand is not merely a logo. Our team
of 300+ doctors and over 400 paramedical SANJOY MUKERJI
staff strongly believes in and delivers our Group Chief Executive Officer
by-line - healing people, changing lives,
thereby improving the quality of the lives
of the patients and consumers through
our services, aesthetic treatments, and our
natural and safe products. BRAND
Speak
FUTURE delivering the best of holistic healthcare
“Dr Batra’s adheres to the principle of
Branding Trends promise of providing quality healthcare
solutions. Our doctors deliver the
LOGO UNDER In light of recent events, particularly the pandemic, the in the diseases they treat and so do
our products, as their benefits are
unmatched”.
need for a medical system that treats the person as a
the Lens whole, rather than just physical diseases, has emerged.
If we were to predict future trends- people would prefer
holistic treatment, which addresses both their mental CUSTOMER
Dr Batra’s® Logo stands for the elements of the human and physical well-being. This is where Dr Batra’s® comes
body which are responsible for good health. The red in, offering homeopathy as a way of life rather than just a Testimonials
stands for blood - the purification of which connotes treatment option.
good health. The blue stands for water and air which are
Duration: 4 Months
responsible for human survival. The pill man represents
I have been seeing Dr. Kavita from Dr
the harmony of the body with the mind and the Riding the Adtech Batra’s® for 4 months now and the
environment results are very satisfying. The condition
WAVE noticed reductions in the number of
of my skin has improved and I have
Breakthrough breakouts. I am happy with the treatment
and my doctor.
- Borivali, Mumbai
CAMPAIGN We have transitioned from a print media driven
organisation to a digitally driven organisation. We
conduct analysis on what works best for our patients
Duration: 6 Months
and then integrate those analytics across all segments to Hello, I am Danish. I was experiencing
Our campaign ‘The Homeopathy Way’ is created for drive the best solution. Dr Batra’s website is innovative, hair loss. I tried all kinds of treatments
everyone who aspires to live a better life. Homeopathy content-driven, and employs a mobile-first approach to but nothing worked. My friend
recommended Dr Batra’s® After visiting
is the only form of medicine that treats you holistically, make it easier for users to navigate the site, which aids in
their clinic I noticed visible results in just
looking at your mind and your body as one. Our the generation of website traffic.
two months and in six months I have not
personalized homeopathic remedies are safe, effective experienced hair loss.
and give you long lasting relief by treating the root Thank you Dr Batra’s®
cause of your ailments. At Dr.Batra’s ® experience the - Kamlanagar, North Delhi
transformative power of homeopathy as we aim to help
you lead a healthy and happy life. w w w . d r ba t r a s . c om
2022
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BRAND in the domestic lounge access market in India. We have long-lasting relationships backed by deep knowledge of
the industry, technology innovation, process expertise,
a global footprint extending to 1,400+ touchpoints in
Early Stages 121 countries. We currently facilitate access to 100% of and business model across new high growth markets has
the 54 lounges currently operational in India. Building
helped us generate value for our partners.
Origin: 2013
Place of origin: India
Target demography: Global Card Networks, Card Issuers,
Corporates, Airlines, Travellers
Erstwhile Brand Strategy: One of the most difficult things
about developing a business is finding the right opportunity
to get started. That’s why focusing on building better
personal relationships is the key, once you get to know a
potential client’s pain points, the partnership will begin
to transform into more than just a cold-call transaction.
Building long-lasting relationships with not just partners but
co-workers has been DreamFolks’ go-to business strategy.
Present-day
BRAND
PLATFORM
DreamFolks’ first-mover advantage in the lounge access
aggregator industry in India has enabled us to become
a dominant player in the industry with over 80% share
l lks
k
s
Your Airport Experience Amplified !
Logo Guidelines:
C M Y K
DreamFolks 100 100 100 100
0 25 100 0
A visionary and incubator, our Chairperson & MD, 0 65 100 0
Liberatha Kallat was able to transform her vision
into reality by assessing the potential of the
airport service industry and realized the growing
demand among travelers for differentiated
LOGO UNDER services and luxury experiences. Chairperson & Managing Director
LIBERATHA KALLAT
the Lens Riding the Adtech
our logo should align with our overall brand persona. WAVE BRAND
While deciding the logo for our brand we were clear that
Much like DreamFolks, that is organizing the cluttered Speak
airport lounge & services segment in the country and The proprietary technology platform of DreamFolks
upgrading travelers’ experience to premium/luxury, enables users to access lounges via bank-issued credit As air travel becomes a preferred
choice of travel amongst customers,
our logo is clean, minimalist & sophisticated with slight and debit cards and also helps the clients customize their
we are looking forward to expanding
symbolic references. The O in the logo is the Sun - a customer acquisition and engagement programs. Our
and renovating our lounges for better
symbol often associated with power, positivity, hope and platform enables end-users to access airport services via
space utilization and to cater to our
clarity. Aligning & representing our journey as the first multiple channels such as bank-issued credit and debit customers’ needs. Furthermore, we
mover in the airport aggregator space in India. cards / DreamFolks card / mobile app based access etc. plan on expanding our presence both
domestically at the upcoming airports
& internationally in the Middle East
Breakthrough on adding more premium services for
& Southeast Asia region. Also plan
CAMPAIGN our clients & expand our product and
services portfolio throughout 2023.
- Liberatha Kallat, Chairperson & MD,
DreamFolks
DreamFolks aims to democratize the overall airport
experience, making it accessible and seamless to all
consumers, rather than a privilege to a set of business/
first class travelers or frequent flyers. Through integrated CUSTOMER
marketing efforts, we strive to create an awareness about
Testimonials
our services offered.
FUTURE DreamFolks began effective operations
by facilitating lounge access services
for the consumers of Mastercard which
Branding Trends This is testimony to the trust & long-
is also our biggest client as on date.
term relationships we build with our
clients & partners. We have partnered
DreamFolks’ business model has a strong focus
with all leading Card Networks & Card
on technology. The company is ramping up their
issuers in India.
technology prowess and digitizing the services rapidly
and aims to ensure that all entities on or availing of the
services of the platform i.e., client, lounge operators and
consumers, have a seamless & ‘hassle-free’ experience.
As an industry leader, we quickly adapt to the latest
trends & experience offerings that appeal to the modern
traveler and expand our portfolio accordingly. w w w . d r e a m f o lk s . i n
2022
5 EDITION
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urbanized world, offer people and goods smooth mobility we are a creative company, taking a proactive stance on
BRAND in an increasingly complex and interconnected world innovation to meet tomorrow’s challenges.
and widen access to clean energy to actively contribute
With operations in 120 countries, Egis places the
Early Stages to saving the environment. Customer satisfaction is a expertise of its 18,000 employees at the disposal of its
clients and develops cutting-edge innovation accessible
priority for Egis, and is central to how the manages its
projects. Climate emergency, our absolute priority and to all projects.
Egis is an international player active in the consulting,
construction engineering & mobility service sectors. Egis
design and operate intelligent infrastructure and buildings
capable of responding to the climate emergency and helping
to achieve more balanced and sustainable development. Egis
brand is associated with excellence in delivering best in class
project management processes through expert manpower
and tools. Now 62% of our work is outside France, with a
close-knit and fast-growing network of offices across every
continent. Creating a sustainable future means understanding
both the big picture and the local complexities.
Present-day
BRAND
PLATFORM
Our group strategy to 2026 is Impact the Future.
Guarantee people’s quality of life in an increasingly
Customer-centric, is a strategy and a culture of
doing business that focuses on creating the best
experience for the customer, and by doing so
builds brand loyalty. Client-centric businesses
ensure that the customer is at the center of
a business’s philosophy, operations, or ideas.
Strategic acquisitions and brand partnerships are SANDEEP GULATI
part of our ambition to create a sustainable future MD
for ourselves, our clients and our communities.
They allow us to extend our strengths in key
regions and sectors, combining complementary
BRAND
skills to better serve our clients.
Speak
LOGO UNDER FUTURE Excellence in Delivery and putting
“Egis stands for Client Centricity,
the Lens Branding Trends Employees first. In addition, Egis’ focus is
towards positively impacting everyone’s
quality of life through improved
infrastructure. India is one of the very
Egis comes from the Greek word (aigis). The name of the Future will be technology driven in every industry. Every
few large bright spots of growth at
magical shield used by Zeus and Athena. Which evokes industry will go through a radical shift with the availability global stage and I firmly believe that Egis
positive associations with guidance, protection and of data, analytics, and wider reach of the internet. Our in India can significantly contribute to
safety. The ‘e” in script illustrates the human side. The firm belief is that digital technology and the climate are India realizing its growth ambitions. This
perfect circle represents the global offerings and places two indispensable and interconnected challenges. resonate deeply with my personal belief
the client at the centre of our expertise. And, green is the of maximizing our contribution towards
nation building.”
historical colour of the logo.
We are a creative company, taking a proactive stance Riding the Adtech
on innovation to meet tomorrow’s challenges.
WAVE
Breakthrough
CAMPAIGN Egis’ has revamped its operations in the region into a
sustainable future ready, tech enabled consulting brand
and has contributed hugely to its growth over the last
five years, incorporating the idea of #Impactthefuture.
Our strategic vision to ‘Impact the Future’ outlines how Technology and innovation are core of our business (a
we’re putting our ingenuity at the service of our local leader in BIM, a pioneer in digital twins).
communities all around the world. As one of world’s
leading engineering and operating firms, we hold
ourselves for today’s biggest challenges; fighting climate
change, the digital transition and meeting the needs of
growing populations.
Egis in India has initiated multiple CSR campaigns
including Egis Green Drive, supporting Chief Medical
Officers office, Gurgaon to build an IT COVID centre,
supporting NeeV, a school for under privileged
students to supporting The Earth Saviours Foundation
and many more. w w w .e gi s - gr o up . c o m
2022
5 EDITION
TH
BRAND
Early Stages
Our company dates back to 1899 and since then, countless
financial institutions, corporations, government agencies,
and individuals have come to rely on the comprehensive
insights our products and services offer to make critical
financial decisions with greater confidence.
Present-day
BRAND
PLATFORM
Headquartered in Atlanta and supported by more than
14,000 employees worldwide, Equifax operates or has
investments in 24 countries in North America, Central
and South America, Europe, and the Asia Pacific region.
As a global data, analytics, and technology company,
we play an essential role in the global economy by
helping financial institutions, companies, employers, and
government agencies make critical decisions with greater
confidence. Our unique blend of differentiated data,
analytics, and cloud technology drives insights to power
decisions to move people forward.
Breakthrough
CAMPAIGN
Our campaign and brand films convey our brand
message, help move people forward by powering our Our dedicated team of 14,000 people around
customers with the insights they need to make smarter the world is united by a singular purpose:
decisions for their customers, and for consumers helping people live their financial best.
around the world. We strive to create economically healthy
individuals and communities everywhere we
do business. In a single year, our unique data
and analytics change millions of lives across NANAIAH KALENGADA
Riding the Adtech the world. Managing Director
WAVE BRAND
Equifax, Inc. is a leading global data, analytics, and Speak
technology company leveraging cloud technology to
drive the global economy forward. In 2010, Equifax established its presence
in India and was licensed by RBI to
operate as a Credit Information Company.
The unique insights that we deliver and
with the expertise of the global team,
we are committed to delivering world
class products and services that will help
lenders make the best business decisions.
Our goal is to assist lending institutions
manage risk efficiently through a
combination of data and robust analytics.
Our range of specialised products and
services including credit reports, data
management, analytics, alerts helps in
taking sound decisions and achieving key
financial milestones
w w w . e q ui f a x . c o . in
2022 207X115mm
5 EDITION
TH
Current Demography: CXOs and senior supply chain current success)
One of the largest and most recognised real asset
BRAND leaders, manufacturing operations leaders, government platforms in India. Marketing strategy includes targeted
agencies enabling investments in India and property
Early Stages consultants, in tier 1 cities, 30-50 years. B2B events, thought leadership, PR, performance
marketing, content, and social media marketing.
Brand success as of today: (Brand Strategy for your
ESR entered the Indian market in 2017 to help domestic
and international brands access Grade A industrial and
warehousing facilities
Place of origin: Japan & China, listed in Hong Kong
Target demography at the time: Senior supply chain
and real estate leaders in tier 1 cities
Erstwhile Brand strategy: Strategy that propelled you
to success at the time.
B2B events, thought leadership and PR to educate our
audience about our value proposition and locations.
Present-day
BRAND
PLATFORM
Current Brand Equity: Leader in New Economy real
estate in Asia Pacific and third largest listed real estate
investment manager globally
Geographical Spread: 10 cities in India, Asia Pacific,
the US and Europe
177X111mm
For B2B, a concentrated focus on inbound is
essential, supported by performance marketing
and a strong narrative that relates to your
audience. LinkedIn and content marketing should
be one of the priorities to achieve success. Use
marketing automation tools from early on.
ABHIJIT MALKANI
CEO
FUTURE
Branding Trends BRAND
Speak
Building a brand was always about a strong narrative
and evoking an emotional response. As new channels We are making a difference in new
emerge, the future will be about immersive experiences, economy real estate by developing Grade
creating emotional connections amongst digital natives A industrial and logistics infrastructure,
supporting India’s digital economy with
Breakthrough and building a brand relevant on Web3. by integrating breakthrough sustainable
data centres and being a changemaker
CAMPAIGN Riding the Adtech initiatives aim to increase our relevancy
practices. We have a well-defined
audience; our cutting-edge marketing
Mumbai project. The project has a highly specific target WAVE amongst our TG and increase recall and
responsiveness.
#BuildingtheFutureHere rebranding campaign for our
audience, nearby industries within a 10 km radius;
we launched the new branding via an event involving ESR introduced an app to manage our facilities digitally, CUSTOMER
neighbouring companies, outdoor branding and geo- address customer concerns, create community engagement
targeted performance marketing campaigns. The new and improve the experiences of our projects. Marketing Testimonials
message resonated with the audience and generated automation, AI based tools, are essential to optimising our
renewed interest in the project. brand marketing and managing with a lean team.
Thomas Bassøe, Head of Asia, CUBIC
stated, “CUBIC is excited to set up
our production facility with ESR. The
location, the quality of the building and
the understanding of CUBIC’s needs by
the ESR team contributed to a fruitful
partnership and a great match for our
inaugural facility in India.”
Mr. Avijit Mitra – MD & CEO, Croma
Infiniti-Retail Ltd., said “We at Croma,
believe in getting closer to our customers
and serving their electronic needs in a
reliable and fast manner. The opening of
DC at ESR Sohna at Gurgaon is a step in
that direction as we expand our presence
in NCR.”
w w w . in . e s r . c o m
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5 EDITION
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through an Optician. Crizal was the first lens brand that of the largest and most reliable selling brands of lenses,
BRAND took the direct route of consumer awareness in 2007 and both for its quality and performance.
was advertised on Television.
Early Stages Since the inception it has revolutionized the concept
spectacle wearers. Crizal through its technological Present-day
of anti-reflective coatings to enhance the comfort of
Essilor is a 170-year-old French company, which operates capabilities has helped spectacle wearers with the
following benefits of anti-reflection, easy cleaning,
in more than 100 countries. The Brand Crizal by Essilor scratch resistance, dust and water repellence, and BRAND
was launched in 1992 and in India, it was introduced
PLATFORM
in 1999. Lenses are usually dispensed/recommended protection against UV rays. This product has become one
Crizal stands for “CLARITY”. It enjoys the #1 position
on brand awareness and performance amongst the
consumers. The Brand Crizal is largely responsible
for having introduced to the Indian consumer, the
importance of having the right lens fitted into their
spectacles. It is the most trusted brand in spectacle
lenses recognized in India and it resonates very well
across all the age groups who wear spectacle lenses.
Keeping up to the fast changing world and the need
for constant innovation, Crizal in 2016 has pioneered
by introducing the Prevencia coatings to provide
protection from harmful UV rays and Blue violet
Light. In 2021, Crizal introduced Blue UV Protection
Technology - providing blue protection for the entire
Crizal range. Thanks to continuous Innovation and
communication that resonates with the Brand Crizal
that has always been a market leader in providing the
best lens performance.
At Essilor, we believe that different lifestyle
needs differentiated solutions. To complement
lifestyle needs we ensure to offer relevant
solutions to the ever changing consumer needs.
Our success mantra is keeping consumer
needs at the core of all our research and
innovations. The brand Crizal helps in providing NARASIMHAN NARAYANAN
a holistic protection against reflection, COUNTRY MANAGER
scratches, smudges, dust, water, UV and other
enemies of clear vision to ensure a 100%
performance.
We consider Business partners and retailers BRAND
Breakthrough are the biggest advocates of our brand, we Speak
have a dedicated team to equip our partners
CAMPAIGN with training and dispensing the products. This Crizal is number one choice of customers
continuous conscious effort on Training and
when choosing a ophthalmic lens due to
solution based product offering has helped us
always be on the top of the mind for a consumer the significant benefits it offers the wearers.
Every spectacle wearer faces issues in clarity of their while selecting a spectacle lens. It provides wearers unmatched protection
against harmful light while providing clarity
vision due to the 5 enemies of vision ie, dirt, smudge,
of vision. We are very proud of Crizal latest
water, dust, and scratches in their daily life, Scratches
Innovation and the support it has gathered
Essilor launched an improved Crizal product portfolio Riding the Adtech from our eye care professionals resulting in
and smudges being the most predominant. In 2022,
Crizal’s reinforcement of #1 position in the
the best combination of scratch and smudge resistance WAVE mind of our consumers.
(Crizal EasyPro, Rock & Sapphire HR). We ran a digital
marketing campaign featuring Crizal Rock, which has
benefits. The campaign ran for 2 months in various digital CUSTOMER
platforms like YouTube, Facebook & Google Discovery. The Evolution of products and the presence we have
The campaign resulted in a 10-fold increase in website in the digital space is just a peek into the focus Essilor
traffic to the Essilor India website. Brand lift studies and has as a Company in terms of technology. While Testimonials
search lift studies also show strong numbers on the Essilor has multiplied its digital investment 3 fold
Owned one today.... As usual...
overall impact of campaigns. since 2018 , we ensure a constant online presence on
Highly satisfied....
search and also all social media Platforms through
- Soumen Mondal
media investments to reach audiences organically.
FUTURE We also spike up our presence in the form of 360
Degree campaigns twice a year with impact buys
at specific touchpoints. We also make sure we are
Branding Trends present during elections, Budgets, Cricket seasons in
prime slots at primetimes to catch eyeballs. Most of
the communication also have a very strong CTA to
Consumers tend to recall brands that have a positive ensure translation to sale.
impact in their minds while thinking of a purchase. To bring In addition to the external Technological presence
this recall towards our product offerings, we constantly we also have an internal B to B portal EssilorPRO that
understand the needs of the consumers through market is a real time one stop solution for all our Opticians
research. This enables us to serve the consumers based for all their marketing/Finance and operational needs
on their requirement. Our recent study shows that future from Essilor
trends are focusing more on Eye health. Keeping in mind
the maximum time spent on digital devices, there is a need
for blue light protection lenses which are durable, value for
money and with the latest technology. www.essilorindia.com/products/crizal
2022
5 EDITION
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proposition to young mothers, it has created valuable
BRAND context for the modern generation of urban families.
Bold packaging graphics and a communication
Early Stages underlining its technologically superior processing
back the evergreen status of Everest. Recent brand
creatives broke new ground and connected cooking
A dream was envisioned in post-independent India, when with young fathers, taking its fresh and innovative
tides of change were sweeping through the sub-continent. appeal to the next stage.
Way back in 1967, (Late) Shri. Vadibhai Shah felt the need The brand equity has translated into growth for the
for exploring the richness of Indian culinary secrets and brand at a higher rate than the category growth in the
amalgamation of various regional tastes. He had the last few years, further cementing its position as the
ability of understanding Indian spices and selecting the market leader in the category.
best quality from the lot. He recognised that Indian herbs • Geographical Spread: 65+ countries
and spices lay at the heart of a wide range of emotions, • Current Demography: 20 Million Household
traditions and values and mastered the art of creating uses Everest every day | Presence in Over 3000
unique spice blends that could suit the diverse palate of distributors and 10 lakh retail outlets
different regions and cuisines at a pan-India level which • Brand success as of today: Brand Strategy for your
still remains the core success formula for the brand. current success
Sticking to its single-minded focus on quality and
the core of being able to offer the best quality basic
Present-day spices (chilli, Turmeric, Coriander etc. powder) and spice
blends that are tried and tested. In communication
BRAND strengthening its platform built on ‘Taste’ and ‘Mother’
and giving due credit to the Mother with association
of Everest.
PLATFORM
Everest enjoys a contemporary edge that has remained
distinctly fresh over the years. By aiming its brand
As we all know, a brand is a promise. At Everest,
we understand that what we put in our products
is what our families put in their mouths
every day and it’s crucial that we only create
the best quality products to gain consumer
confidence. It’s a promise and Everest has never
compromised on it helping it to gain absolute SANJEEV SHAH
faith, trust and brand love, which we realised Chairman & CEO
more than ever during the pandemic.
FUTURE BRAND
Speak
Branding Trends It’s all a team effort and Everest believes in
its team – each member has deep rooted
values of integrity and sincerity in all
Indians always prefer having freshly cooked hot home
spheres of life, and cares deeply for them.
food and so the need and demand for spices will sustain.
The passion, discipline and perseverance
Breakthrough However, more satellite families and growing awareness overarching qualities of empathy, honesty
they bring to their work is a result of
of eating healthy food amongst the young TG may lead
CAMPAIGN to the growth of ready-to-cook category and even foods and strong ethics creating a strong team
of like-minded people.
that require different cooking methods like steamed or
grilled instead of frying. Everest is geared up for that
segment also and slowly would be rolling out tasty
The first campaign was when Everest launched Tikhalal comfort food variants manufactured under its stringent
(red chilli powder) creating a differentiator and a brand hygiene parameters.
out of a commodity segment and repositioning all others.
baney kamaal’ (perfect balance of natural red colour and Riding the Adtech
The position taken was ‘sahi teekha, sahi laal, khana
of blended spices with its positioning line of ‘Taste mein WAVE
pungency that makes your food excellent).
The second was when Everest positioned its range
best, Mummy aur Everest’. This position was iconic as
all credit was given to the Mother who is undisputed The company has drawn up a roadmap to meet any other
authority as the best cook for any child and Everest merely eventuality in the future and put into execution processes
aids her to be the best thus owning the taste platform that include harnessing the latest AI technology, 100%
and the ultimate taste giver (authority) i.e. Mother which digitisation and ramping up infrastructure for increased
is unquestionable. All campaigns of each variant with production and storage. E-commerce has greatly
different story lines followed with this single thread and facilitated their availability, in addition to traditional
all of them resonated highly with the audience. retail outlets.
Everest had also roped in Amitabh Bachchan as
brand ambassador, scoring a big high in popularity; Big
B’s larger than life, all time celebrity status underscores
Everest’s leadership position and consumers’ trust for
India’s No.1 brand in spices.
Roping in superstar Mahesh Babu as a brand ambassador
is also a strategic fit, as the brand consolidates its growing
presence in the southern states. The super star adds his
weight behind Everest’s foray as a household name. w w w . e v er e s t f ood s . c o m
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BRAND financial needs of our customers. Fibe launched a host company’s target audience has grown from early jobbers
to include a more diverse customer base. The key lever
of financial products — short-term Instant Cash Loans,
Early Stages long-term Personal Loans and Buy Now Pay Later (BNPL) in the brand’s success here is that we’ve been able to
plans across health, edtech and consumer tech. The
recognise and anticipate the customer’s needs.
Early jobbers were a customer segment that was
underserved by traditional financial institutions when
it came to their short-term credit needs. This pain
point was identified by Fibe (formerly EarlySalary)
and launched a salary advance product to help early
jobbers bridge the gap between pay cycles. Our ability
to help those who are just starting their careers was a
fundamental reason for the success of the brand. We
launched the brand in Pune, its current headquarters, in
2016 and expanded to Bangalore, Chennai, Hyderabad,
Mumbai and Delhi in the same year.
Present-day
BRAND
PLATFORM
Fibe has expanded from a single product to becoming
a financial ecosystem enabling mid-income groups fulfill
their aspirations. We intend to evolve with the evolving
A product’s relevancy especially in fintech is
short-lived. There is always constant pressure
of evolving the product according to the
current market needs and developments.
Customer experience demands to be a
top priority since the category is highly
competitive. Transparency is key to lending AKSHAY MEHROTRA
since customers are trusting your product and Co-Founder & CEO
services or your workforce without physical
meetups. While automation has solved a
lot of problems by offering faster and more BRAND
seamless experiences, the human touch is
Speak
what the customer finds missing. Hence,
transparency is one of the important factors
that help your brand grow. Fibe’s mission. Innovative digital solutions,
“Creating affordability for all has been
LOGO UNDER customer experience helped Fibe gain its
effective advertising and superior
the Lens FUTURE market share. We understand what it takes
to be industry leaders and are committed
to delivering what our customers want.”
We have always positioned ourselves as a brand for Branding Trends
lifestyle upgrades. The three dots in the logo create CUSTOMER
a greater-than sign that denotes our customers’ Fibe’s branding has always reflected our audience. We’ve
aspirations. The logo has a simple and casual look with been able to leverage technology to get invaluable Testimonials
a small case and curved edges that match the casual insights into customers’ preferences and behaviour.
and fun tone of the brand. The colours that we’ve Along with the industry trends, it is always crucial to be
I have been using Fibe since it was
selected depict certain qualities of the brand such as aware of customers’ preferences as it becomes the key
EarlySalary, and it has helped me a lot
teal for openness & clarity, pink representing warmth & driver for the brand.
with my credit score. It specially helps
approachability of the brand, and orange representing me during my cash-crunch days. Thanks,
money or wealth. Fibe! I am happy with the service.
Riding the Adtech Libin Biju
With Fibe, I’ve found the answer to
Breakthrough WAVE like Buy Now, Pay Later are completely
all my cash crunch problems. Services
CAMPAIGN I also earn rewards. Thank you, Fibe, for
paperless and simple, and on top of it,
Apart from traditional performance marketing programs,
Fibe deployed technology to effectively market its being my one-stop destination for all
things money!
Fibe’s communication has been on the fun and lighter products. Vikrant Mestry
side, which has helped us in attracting the attention of For instance, we launched the ‘App Handshake’
our customers. We launched the ‘Month-End Collection’ campaign to celebrate the 1 million loans milestone
– a quirky product range like biryani perfume to tide where customers unlocked offers by just shaking their
you over till payday. This campaign got a reach of phones. We also utilised voice analytics to predict
17mn+, 5.4 mn+ video views and a 50% increase in app product preferences for customers.
downloads. We launched the Apke Paise wali vibe with
Tahir Raj Bhasin, positioning the brand as an enabler
of lifestyle and experiential aspirations in a humorous
way. The campaign had a reach of 50 mn+. w w w . f ib e . in
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Present-day Dhoni, Kiara Advani and Vijay Deverkonda. Currently,
BRAND we have 30,000+ points of sales in the offline market.
We are present in 750+ cities in the top metros and tier
Early Stages BRAND 2 & tier 3 towns. In online channels, we have almost
50% combined share on e-comm platforms.
aspiration to own superior-quality smartwatches from PLATFORM
Our research showed that country’s youth have the
global brands but budget is a restraining factor. To
address this need-gap we introduced Fireboltt. We started with a mere 0.3% market share. Today we
We have an in-depth experience of over 10 yrs in have close to 30% market share and are one of the
the wearable technology segment so the first thing that leading smartwatch players in the market. We were
we did was to get the product and pricing right. We declared the No 1 smartwatch player in India in Q1
ensured that both our hardware & software pieces are and Q2’22 by Counterpoint. We are also the fastest-
on point. Another thing that we focused heavily on was growing wearable brand in the world and ranked No 4
our channels of sales, both online and offline globally. We are endorsed by top youth icons like MS
To be an entrepreneur is to take risks and forget
about any fear that holds you back. Don’t give
up, because your time will come.
FUTURE ARNAV KISHORE
Branding Trends CEO & Founder
BRAND
With the growing influence of social media and OTT
platforms, future branding and designs will reflect the
type of content people are consuming. Branding will be Speak
influenced by social media trends and popular shows/
movies. A lot of young brands have already adopted this Arnav has always been a sports enthusiast.
Being an international lawn tennis player
trend and are enlisting employees to create influencer-
at a very young age, he has always had
type content for their official pages.
a passion to create something futuristic
and unique for sportsmen and fitness
enthusiasts. Combining his passion for
Riding the Adtech sports, technology, and entrepreneurship,
he is now exploring the world of wearable
technology and heading Fire-Boltt, an
innovative wearable tech company, with
LOGO UNDER WAVE the ambition to transform health, fitness,
and sports. Arnav Kishore was recently
featured in ‘Forbes 30 under 30 Asia’ List
the Lens We are developing a virtual AR experience for our users under the Consumer Technology category.
to make their online shopping experience as effortless as
possible. The tool will let users scan and analyze their faces
The logo symbolizes the entrepreneurial fire within and hands, thereby suggesting watch styles that suit them
Fire-Boltt’s young co-founders-Arnav and Aayushi the best. The tool will also enable users to experience the
Kishore. The font has been kept clean, simple, and bold features of the watch at the comfort of their homes.
to communicate reliability and connect better with our
TG-the youth. The orange & yellow color in the logo CUSTOMER
represents enthusiasm, energy, and adventure while the
Testimonials
black color signifies strength and elegance.
Ninja call pro plus is perfect for
Breakthrough beginners. Satisfied with the product.
- Mudhol Devanand
CAMPAIGN Great watch, with good features. Easy
and simple to use.
- Rajesh Panchanathan
#FireYourFire has been one of our biggest and most
The mic and speaker sound quality of
impactful campaigns so far. As a part of the campaign, Talk2 smartwatch is the best in this price
we collaborated with 150+ influencers, Bollywood actors, range. In short, I’m very satisfied.
and athletes in the country. Some of the biggest names - Sujit Kumar Singh
whom we collaborated with were Arjun Kapoor, Parineeti
Chopra, Kareena Kapoor, etc w w w . f i r e b o lt t . c om
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of biking and become the most loved bike brand in active life, adventure, fitness and style. There is
BRAND India. Our strength lies in core understanding of Indian a unique pride of owning a Firefox bike within our
customers; which fuels our passion to constantly
consumers and road conditions, and we introduce
Early Stages bikes designed on such research parameters. Our TG innovate and introduce great quality bikes which is
comprises young, urbane people constantly seeking
our core success mantra.
Firefox was launched in 2005 in a market scenario
where cycling was a traditional medium of transport.
Firefox being the pioneer, revolutionized biking as a
means of transformation. We introduced world class bikes
to Indian market and were driven by the sole purpose of
making great quality bikes which are a joy to ride. Our
bikes are designed for comfort and performance, with
world class components, lightweight alloy and steel
frames backed by ergonomic designs. Targeting teens
and young adults, Firefox has established biking as a
means of exploration, fun and everyday adventure.
Present-day
BRAND
PLATFORM
The brand essence of Firefox is to make world class
bikes and our goal is to inspire people to discover joy
At Firefox we take pride on our deep
understanding of Indian consumers, their
physique and Indian roads. This helps to create
bikes with world’s best components which are
best suited to Indian consumers. Our frame
designs and bike features are guided on these
understandings. SRIRAM SUNDRESAN
CEO
Riding the Adtech
LOGO UNDER WAVE BRAND
Speak
the Lens We are fully focused to expand our tech portfolio. We At Firefox; we are passionate about
cycling, and the cyclists are at the heart
have introduced Avatar, India’s first automatic smart bike
of all our decision making. This enables
Firefox has a rugged tonality and imagery. And that is the built on the Enviolo CVP Hub technology. Adventron is
us to create world class bikes which are a
zest of the brand. The grunge imagery comes out in the neon from our e-bike category, and we are expanding this
joy to ride and loved by our consumers..
orange logo of Firefox. And the fox head logo complements category by introducing more advanced App controlled
the cool rugged adventure appeal of the brand. E-bikes to disrupt the market soon.
CUSTOMER
Breakthrough Testimonials
CAMPAIGN “I have been using Rapide for a year
now. To be honest it’s a great companion
during this pandemic. I am in love with
Our recent brand campaign “Find your trip, Find your ride” the roads and my morning rides.
features real life heroes, who have heard their calling to
follow their passions; breaking regular patterns of life and It’s easy to handle both on-road and
create something noteworthy. The campaign fosters Firefox off-road. Excellent build quality!!!
value to find your own calling, and create life on your terms.
The build quality of the Firefox bicycle
is really great. Easy to ride. I bought this
in green color and looks dashing. The
FUTURE name of bike is Bad Attitude and is bang-
on. Overall excellent product. I would
definitely recommend it.”
Branding Trends
The pandemic accelerated technological revolution,
with consumers shopping online and seeking a uniform
experience both online and offline. We are investing
in best-in-class technology to provide personalized
experience across all touchpoints.
Also, as mobility trends towards E-bikes and tech, we
are shifting gears to introduce and expand our existing
portfolios. w w w . f ir e f o x b ik e s . c o m
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BRAND addition to this, we also have presence in South East Asia, a larger willingness to collaborate. With growing health
Middle East and South Africa.
awareness, changing attitudes towards preventive
Brand Success as of today : Our motto is Defining
Early Stages tomorrow today. Covid 19 disruptions exposed the healthcare and an increasing onset of lifestyle diseases,
we clearly see this as a big opportunity that GenWorks
gaps in the Healthcare delivery across the country. The can impact for Affordable access.
We are a healthcare solutions provider formed to impact healthcare system has now reset to a new normal, with
affordable access, backed by Wipro GE as a strategic
investor.
Erstwhile Brand Strategy: committed to solving three
fundamental challenges in the Indian healthcare system:
Access, Affordability and Adoption. Our mission is to
work towards a healthier India by improving clinical
outcomes at every nook and corner of the country. In the
beginning, we expanded distribution access and played a
significant role to broad base and build our portfolio for
solutions that impact prevention and early health.
Present-day
BRAND
PLATFORM
We currently operate in over 700 districts across the
country and have 30 plus OEM partners and have over
400 employees serving as our customers in healthcare
areas such as screening, diagnosis and intervention. In
LOGO UNDER
the Lens
Our logo was conceived by a young design graduate
studying in the US. We wanted a logo that captured our
vision of bringing healthcare technology to At GenWorks, we take pride in providing
all parts of India. The inspiration for the logo came from solutions in all connected care areas such as
our first investor: GE healthcare. diagnostics, IVD manufacturing and clinical
services. We believe in tailoring products and
services based on our customer needs and
Breakthrough requirements, apart from providing affordable S GANESH PRASAD
healthcare access to people all over India. We
CAMPAIGN also have strategic partnerships with some of MD, CEO
the best brands in the world, setting us apart
from our competitors.
GenWorks has identified the following care areas that BRAND
can be a big impact : Nephrology care portfolio at GenWorks. Strategic
• Women Wellness partnerships with Karkinos and Panacea Medical will Speak
• Critical Care advance the Oncology care offerings and partnership
• Renal Care & Oncology with MODT will add to the Femtech portfolio at “We believe Technology & Connected
GenWorks care will play a significant role for
At Genworks, we believe Technology & Connected Care healthcare providers to take healthcare
will play a significant role for healthcare providers to delivery closer to homes and diagnostics
at home”
conducted a Femtech road show at medical colleges in Riding the Adtech
take healthcare delivery closer to homes. We recently
WAVE
Tamil Nadu, Jharkhand and Uttar Praesh.
FUTURE Technology is at the core of what we do. GenWorks, has
over the years redefined its role as a customer-centric
Branding Trends organisation, improving productivity, efficiency and
clinical outcomes for our customers. At every turn, we
have reinvented ourselves to serve our target segments
The future for GenWorks in unleashing the potential of better. With our home grown connected care portfolio
strategic partnerships. Recently GenWorks announced and our AI (artificial intelligence) enabled devices we are
a merger with Browndove which will add nephrology ensuring affordable access through technology. We are
consumables manufacturing capability. A strategic one of the first healthcare technology companies that
partnership with Renalyx will help strengthen the have leveraged digitization within the marketing function.
w w w . g e n w or k s h ea lt h . c om
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brand of choice for the rapidly evolving world. It through its 450 exclusive showrooms & 520 dealer
BRAND wants to build a cohesive space through Smart outlets across India & online through its own website
Furniture Choices that reflects Success, Progress &
& marketplaces. They inspire, meet & enable the
Early Stages Growth of Self & Family. It thus provides beautiful, consumers evolving lifestyle and home requirements
thus unlocking growth for the brand.
thoughtfully designed furniture solutions offline
Godrej Interio is the furniture arm of Godrej & Boyce
headquartered in Mumbai, India. It started its journey
from manufacturing the humble Storewel cupboard
in 1923 to a product portfolio that comprises of wide
range of solutions for office spaces, homes, kitchens etc.
Godrej Interio have always believed in going beyond the
mundane and therefore consistently provided innovative
products to the customer. Launched over 100 years ago
in India, the promise of making homes brighter & better
by bringing in aesthetic and efficient designs has always
been established through consistent communication.
Present-day
BRAND
PLATFORM
Godrej Interio, one of the country’s oldest and most
trusted brand has repositioned itself as the habitat
177X107mm
86X83mm
Godrej Interio, being one of the country’s oldest
and most trusted furniture retailers, pivoted
to cater to the convenience demanded by its
customers. With design thinking being the root
of every innovation, it has always believed in
going beyond the mundane and delighting its
customers. SUBODH MEHTA
Sr. VP, Sales and Marketing, B2C
FUTURE BRAND
LOGO UNDER Branding Trends Speak
the Lens Brands need to truly commit to the omnichannel strategy as of every innovation, Godrej Interio as
With design thinking being the root
the customer journeys have become truly hybrid. The online
& offline experience must truly be geared to seamlessly a brand is offering the essential range
Godrej Interio’s sees its creations as objects that & every brand touchpoint must be in sync to provide a of affordable products that come with
good quality, functionality, design, and
are in serious relationships with the space they consistent experience in context of the stage of the journey.
sustainability at an affordable price with
inhabit and the people who use them.At the end
assured warranty to the customers.
of the day, that’s what we wanted the brand to be
about - adding value to people’s lives through great
relationships.Our Brand Mark is the representation Riding the Adtech
distinct voice and bright, bold visuals, we created the WAVE
of the core philosophy that guides the brand “we
add value, through great relationships”.Armed with a
face of an easy going, everyman brand.Cera Godrej
Interio,our brand font is great for clean and playful The traditional media channels need to be complemented
communication for print & digital. with a strong ongoing digital presence so that once the
consumer searches online about the product to discover
more, he/she is then guided into the brand funnel. It is
Breakthrough not a zero-sum game and shouldn’t be viewed like one.
CAMPAIGN
Godrej Interio unveiled a digital video campaign as
part of its new Kitchen campaign which highlights
how its Modular Kitchens are made for the great
Indian family. We Indians are very passionate about
our food and how it is prepared, and this naturally
places very unique demands on the Indian kitchen.
The campaign focused on how Godrej Interio Kitchens
are well equipped to meet these demands with our
deep understanding of the Indian consumer and a
relentless focus on quality, thoughtful design, and
innovation. Our strategy which was based on this
insight resounded well with the masses. w w w .g o d r e j i nte r i o . c o m
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a mission to change the lives of people, has world manufacturing facility in Greater Noida, caters to the
BRAND class partners- Casarte, Leader, GE Appliances, Fisher needs of customers as part of its core philosophy of
& Paykel, Aqua, Candy to build personalized smart
‘Inspired Living’. Haier also received ‘The Most Energy
Early Stages appliances and is aligned with GOI’s ‘Made in India’ Efficient Appliance’ award by BEE, Power Ministry, GOI
at NECA 2022.
initiative. Haier with the backing of its state-of-the-art
Haier started in 2003, with an emphasis on customer
inspired innovation, offering India centric products,
promising quality. It established its manufacturing plant
and headquarters in Greater Noida in 2019, supporting
‘Make in India’ and ‘Made for India’. The facility is focused
on innovation & addressing local needs. Products
based on Inspired Living philosophy– Bottom Mounted
Refrigerators, designed for the Indian dietary and storage
needs, washing machines operating in Zero-Water-
Pressure, AC with Air-Purifier & Self-Clean technology
and India’s first side-by-side refrigerator.
Present-day
BRAND
PLATFORM
Haier, the Number 1 Global Major Appliances Brand
by Euromonitor for the 14th consecutive year, has
Haier draws inspiration from customers,
combining it with three decades of
technological and industrial know-how to
deliver tailored innovations, and products
at the forefront of design and make life
comfortable and straight forward.
NS SATISH
President
FUTURE
Branding Trends BRAND
Speak
LOGO UNDER AI & IoT opened the appliances segment where AI & IoT opened the appliances segment
interoperability will make smart homes more accessible.
Appliances are compatible with smart devices- Alexa &
where interoperability will make smart
homes more accessible. Appliances are
the Lens Google Home for operating with voice; Smart Haier App compatible with smart devices- Alexa &
personalizes schedules for the appliances, get reminders,
Google Home for operating with voice;
monitor daily energy consumption.
Smart Haier App personalizes schedules for
Haier’s identity moved from an ‘Emotional service
the appliances, get reminders, monitor daily
company’ to a ‘Technology + service solutions’ energy consumption.
company. Haier logotype has unique features making it
recognizable. It is our primary signature represented in Riding the Adtech
dark background, white is used. The blue logo represents WAVE CUSTOMER
Haier blue, written in blue letters using a sans-serif style.
Where contrast needs the logo to be represented on a
our devotion to customer inspired innovation. We listen Testimonials
to consumers so we can gain a genuine understanding Haier has Tuttler for Refrigerators & ACs using Audio
of their needs, and we work hard to give people from all Identification tools. XAXIS Places Pilot Campaign where ’Had doubts about the brand but after
walks of life a smart home experience. Haier products were available by mapping Haier Multi- use of it I bought two fridges from the
branded stores, driving store visits across pan India. same company, very cost effective and
under the budget.
Abhishek
Breakthrough Haier products are one of the best as of
CAMPAIGN now. I purchased Haier AC it’s been two
years very good.
Nadeem Ahamed Baji
We connect with customers & build a strong brand
recall. The Perform Big, silently campaign for the success
of Indian women lauds accomplishments as they work
silently, creating a connect with the audience. Haier929
washing machines champion performance effectively
and efficiently. We recognize real-life performers who
made it big silently by letting their work speak to make
India proud. Bottom-mounted refrigerator’s campaign
Scientist Vs Consumer built awareness for homemakers’
storage problems, reflecting how Haier strives towards
a healthy lifestyle for its consumers through innovation. w w w .h a i e r . c o m/ i n/
86X69mm
2022
5 EDITION
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It owes its current success to pursuing segment like ‘Free Design Service’, ‘Doorstep Consultation’,
BRAND specific strategy to deliver unprecedented value to its ‘Free Carpenter Training’ etc. strengthened the value
customers. Pioneered the concept of Application Centres
proposition. Sustained brand building created strong
Early Stages for a ‘touch and try’ experience. Value-added services brand equity.
Hettich originated as a family-owned business through
production of Piano Hinges on a semi-Automatic Machine
in 1888 in South Germany. It moved to East Westphalia in
1930 and its current HQ is based in Kirchlengern since then.
Hettich entered India in 2001 through a joint venture
with Adventz Group and within a short span of 7 years
attained market leadership. The cornerstone of its initial
success was the unwavering focus on cutting-edge
product quality and customer centricity backed by a
disruptive marketing strategy of operating as a B2B2C
brand vis-a-vis a pure play B2B brand globally.
Present-day
BRAND
PLATFORM
Globally, Hettich is one of the largest manufacturers of
furniture fittings with presence in almost 80 countries.
In India, Hettich is perceived as an aspirational lifestyle
brand with top of the mind recall.
• Pursue ‘Customer First’ policy
• Tailor-make your marketing programs for
each customer segment
• Think disruptive & challenge the set norms
for unconventional growths
• Deliver enhanced value to the customer ANDRE ECKHOLT
LOGO UNDER • everyday Managing Director
Invest in sustained brand-building
Experiential marketing matters
•
the Lens
through the use of 4 secrets of success, which are directly FUTURE BRAND
The owners of Hettich believe that they came to success
Speak
different colours – blue, green, yellow and red represent Branding Trends Hettich has always been at the forefront
reflected in the logo. The four lines are drawn in four
of providing cutting-edge fittings
four Hettich secrets to success. The secrets are the main
technology to its customers to enable
brand’s values: awareness of quality, joy of innovating, A higher % of marketing spends will continue to shift
them create space-efficient, trend-
constant dialogue with the customers and reliability. towards digital with interactive content marketing,
setting furniture designs. We have been
In addition, the expressive logo demonstrates firmness influencer marketing & targeted marketing with investing on a sustained basis in brand-
in decision-making, adherence to clear principles, and a focus on personalization will gain more prominence. building to create a strong brand that
guarantee of high quality. Similarly experiential marketing including AR/VR delivers a great value proposition to both
led immersive experience will gain more traction the end-consumers and B2B customers.
The Economic Times Best Brands 2022
especially in categories where ‘touch & try’ experience
recognition is a testament of our great
is important. E-commerce will continue to increase in
Breakthrough importance and marketers will have to tailor-make brand equity and the unflinching trust
that our customers have in the brand.
CAMPAIGN their omnichannel marketing strategy for a seamless delivering exceptional products and
It further strengthens our resolve of
customer experience.
experiences as always.
2 TV campaigns tapped human emotions to tell product Riding the Adtech
stories. Kitchen film depicted ‘Envy’ between two high- CUSTOMER
to depict camaraderie between father and son to showcase WAVE Testimonials
class housewives to showcase Hettich fitting solutions in
a contemporary kitchen. The Bedroom film used ‘Humour’
effortlessness of Hettich sliding systems.
Hettich has been our preferred supply
Hettich has been embracing technology to reach out
partner for hardware and fittings. Our
to its customers, engage them, sell and even provide
partnership has been mutually beneficial
after sales-support. Although being a late entrant and has evolved from transactional to
in the digital space, the brand has started investing collaborative.
heavily in digital marketing to target customers who Mr. Rajendra Charatkar
are high on intent and affinity. It has created virtual Godrej Interio
brand experience of its Application Centres and
The brand stands for innovation,
even has an e-shop for an omnichannel approach.
excellent products and value for money.
Similarly, for lead management and sales-support,
Innovation in products makes us specify
it has robust CRM systems in place, which assist in the entire range of products.
customer acquisition, complaint resolution and Pratap Jadhav, Architect
customer retention. Pratap Jadhav & Associates
www . h e t t i c h . c o m
2022
5 EDITION
TH
chimneys have been the key driving category. We Appliances is the No. 1 brand in the auto clean chimney
BRAND continue to be a clear and strong No.2 brand in the segment and amongst top brands in the category of
overall chimney market and the biggest chimney brand
hobs. In other home appliances business, water heaters
Early Stages on digital channels. Also indisputably Hindware Smart & air coolers have been the driving categories.
The consumer appliances business of Hindware started its
journey in 2014 and since then has grown immensely. From
just kitchen appliances, today the company has diversified
into categories like water purifiers, fans, air coolers, water
heaters, room heaters etc. and continue to add new SKUs
to all our key categories. The heating appliances business
of the company is a JV with Groupe Atlantic, France. The
Company also forayed into the furniture and kitchen
fittings segment, through a strategic marketing tie-up
with Italian company, Formenti & Giovenzana.
Present-day
BRAND
PLATFORM
Over these years, the brand has received extremely
positive response for all its appliance categories from
consumers in India. In kitchen appliances business,
We partnered in our early days with the leading
ecommerce giants and built up a category i.e.
chimneys that never existed then at ecommerce.
It has today given us an advantage to connect
with our consumer directly. The brand is agile
towards the consumer behavioral changes and
lifestyle needs. SANDIP SOMANY
LOGO UNDER Chairman and Managing Director
the Lens Breakthrough BRAND
In 2022, we went through a brand unification exercise, CAMPAIGN
bringing complete product portfolio under one brand Speak
‘Hindware Smart Appliances’. It was a step towards Extending our thought on the MaxX Silence Technology The rise in demand for technological
solidifying the brand and communicating what it range of Chimneys which produces 32% less noise when advancements and innovation in
reflects— a smart, futuristic and truly human-first compared to conventional auto-clean chimneys, we launched appliances has helped us establish
tech brand. The new identity, aims to lead industry as a digital film conceptualised on the social stigma that still a strong presence in the Consumer
appliances segment in India. Today, we
innovative, smart and connected appliances brand that exists in Indian homes, wherein the girls or families shy away
are one of the fastest-growing consumer
deliver ease, simplicity and happiness to consumers. The from talking about the early days of menstrual cycles. Taking
appliances brand in India, with the widest
new logo comprises of bold black colour representing a stance against this regressive notion and with the intent range of IoT-enabled appliances.
progressiveness. It further incorporates the smart power to educate, the core idea of the film was knit around the
button replacing alphabet ‘e’ defining connected living. concept ‘kuch awazein dabni nahi chahiye, aur kuch sunni
nahi chahiye’ pointing towards the unwanted chimney sound.
FUTURE
Branding Trends
TURN YOUR
KITCHEN With an increased digital penetration and consumers
INTO A WORK spending lot of time over the social networking sites
OF ART we see the consumption of video content going up
enormously. Also visual content such as GIFs, charts,
infographics, along with videos adds to generate new
leads more effectively on social media.
Riding the Adtech
BUILT-IN OVENS
CHIMNEYS BUILT-IN HOBS DISHWASHERS & MICROWAVES
WAVE
KITCHEN SINKS INDUCTION COOKTOPS WATER PURIFIERS WATER HEATERS
Consumers today seek modern technologies and
innovative features, that bring convenience and ease of
To buy online, visit: www.evok.in/hindware-appliances WhatsApp Support 1800-103-3300 /hindwareappliances access. We expect demand for internet enabled appliances
+91-8069166666
+91-9642500004
Scan the QR code with your
Also available at: mobile to know more about to rise in the coming years. Also, energy-saving, gesture-
Hindware Appliances products.
*All airflow/suction and sound emitted mentioned are as per ideal test conditions. This may change depending on size of kitchen and other factors like environment, ambient noise, operating voltage, accessories
used, etc. Pictorial representation shown may vary from actual product. For more details visit hindwareappliances.com ## Services available in selected cities & outlets.
control appliances are trending and see huge demand. w w w. h in d wa r e a p p l ia n c e s . c o m
2022
5 EDITION
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provide for the patients in India esp. his birth place, standards and outcomes. HOSMAT boast itself for
BRAND Banglore (Bengaluru). Thus, the Brand HOSMAT (Hospital having the negligible post-operative hospital borne
for Orthopaedic, Sports Medicine, Arthroplasty, Accident-
infections till date.
To be up with the age and era HOSMAT is evolving
Early Stages Trauma) came in existence. The target demographic to mewers and better technology advancements
was Bangalore and areas within 10 kms to the center,
which later grew to Karnataka and neighbouring towns/ such as World 1st 1.5 tesla Signa Prime MRI by GE,
While practising for 16years in USA and being the Chief districts and slowly to whole India with major focus on Karnataka’s second fully automated Joint Replacement
of Orthopaedics at Claremore Hospital, Oklahoma, USA; Tamil Nadu, Kerala, Andhra Pradesh, West Bengal and Robotic System and customer (internal & external)
he dreamt to start and develop much better facility to North East Indian States. customer centricity.
Present-day
BRAND
PLATFORM
HOSMAT is a brand that reverberates 30years of
Medical Excellence, Compassion and Care.
It has grown to 3 units and became the India’s
largest group of Orthopaedic hospitals with 29
Operation theatres and 500 bedded group.
A sole proprietary in the age of multiple investors,
partners and joint collaborators.
Have treated more than 1.5 million patients from
India & Abroad, while maintaining the highest quality