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© Copyrights Reserved by ET Edge
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From the Editor’s Desk
Sometimes brands are redolent of the times that we live in. The sense of agility,
innovation, and sustainability is an insignia of the times that we live. Brands in
that sense act as zeitgeists. Often, brands espouse a prescient sense of how the
market is likely to change or shift. The most effective brands not only resonate
with their customer base but spearhead change and innovation.
Today, as economies open up in a world scarred by the pandemic, business
dynamics have changed significantly. Most organizations have been stuck in a
reactionary mode, but there are exceptions to the rule. There are brands that
have led the way, found opportunities within the crisis, and thrived despite the
looming uncertainties.
There is certainly a method to the madness when it comes to these brands that
have consistently built a powerful market presence. They have changed with
the times without changing their core values and have sparked a renaissance
in the industry that they are a part of. In consequence, amidst the changing
tapestry of geopolitical conditions, market dynamics, and shifting consumer
behaviour, such brands have remained consistent.
The biggest challenge has been with consumers who have espoused a
preference for brands that have a strong presence online. As such, brands
have been held to a much higher standard and the emphasis has been on
sustainability and value creation.
We take a look at how brands, in an era of tremendous unprecedented change,
have dared to stand out and stick with their values, remained authentic, and
steadfast in the face of disruptions. Most of all these brands have depicted that
Darwinian quality of adapting seamlessly without customers facing hassles. This
has often meant going back to the drawing board, reimagining business and
consumer approaches, and leveraging innovation for better value engineering.
Yours sincerely,
Editor-in-Chief
About ET Edge
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business knowledge through strategically developed conferences and summits.
Foreseeing the tremendous potential which India has in store, ET Edge strives to
bring together visionaries and key global leaders through its enriched knowledge
platforms to aid the symbiotic relationship societies and businesses share.
We aim at channelizing global business intelligence vide summits and conferences
through fortifying lectures, workshops, panel discussions, roundtables and case
studies. The forums would ensure that the senior decision makers are equipped
with information to respond to challenges being faced from a global perspective.
We have substantial expedients for the business & visualize it taking mammoth
proportions while developing into a one stop destination for the stalwarts of the
industry. The plan is to formulate a focused holistic solution for key sectors which
contribute largely towards the GDP of the nation.
Extensive market research with core practitioners, experts, leading trend setters
and policy makers is conducted to ensure that these platforms are unparalleled
in the vertical they cater to. Visionaries and industry leaders contributing as
speakers will only ensure that these platforms set themselves apart. Our delegates
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gatherings with their crucial insights and vast experience.
Retail, e-Governance, Real Estate, Infrastructure, Healthcare, Education,
Technology, Rural & BFSI are some of the key sectors around which
ET Edge aims to develop knowledge destinations.
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About The Economic Times
Best Brands 2022
The business world has seemingly found itself on the precipice of
unprecedented change. Most businesses have been forced to cope with the
tremendously shifting business landscape. The confluence of geopolitical
, socio-political, and health challenges has led to the inception of a new
world order.
A cognizance of never settling for business as usual and emphasizing on
agility, innovation, and resilience has instilled a stronger business DNA. In
many ways, it is the brands that have reflected these changes and have created
a broad new canvas for industry and commerce. The dust hasn’t quite settled
yet in a world scarred by the pandemic and brands today are already finding
themselves measured against a significantly higher standard by consumers.
The brands chronicled in the pages ahead are sparking an ecosystem of
change. They are exemplifying innovation and value-engineering to take
industry and commerce to new heights. Brands today also realize that there
is a cost to success and they must carefully balance innovation with global
business risk to create a sustainable business.
The slew of these changes has led to the inception of an exciting new
business dynamic that is more user-centric than ever before. With dwindling
user attention spans and a focus on phygital experiences, the approach to
branding too has changed. Some of these changes are subtle and others
are drastic. In many ways, going digital has levelled the playing field and
forced brands to innovate. The mandate for business and branding today
has become more exciting in that sense as the business canvas has become
broader with a plethora of digital mediums and outreach.
In this coffee table collection, we take the opportunity to chronicle some of
the most influential brands that have created a discernible market impact. We
look at have they will carve a new epoch for their respective industries while
shedding light on keen insights in the pages that follow.
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Present-day
Group) of society.
BRAND • Innovation - To work with an innovative approach
Early Stages BRAND to housing finance credit, creating new business
opportunities whilst managing risk.
1990 is a low-income housing focused Housing Finance PLATFORM • Speed - To set clear performance standards and stand
Aadhar Housing Finance Limited (AHFL), established in
responsible & accountable for providing solutions
within specified timelines.
company, which was • Integrity - To honour our commitment, act with
Merged with erstwhile AHFL in the year 2017 • Current Brand Equity: Aadhar is perceived as a brand responsibility, honesty and transparency
Place of origin: Bangalore, Karnataka that does not discriminate on the basis income or
Target demography at the time: profession.
Age:- 25 to 50 years Geographical Spread: 400 + Offices and Branches
Income:- 5000 to 50,000 pm across India( mention stat and uts)
OUR VISION: Current Demography: Aadhar Housing Finance
• Aadhar Housing’s Vision is to ensure a home for every Limited (AHFL) serves a wide range of customers across
Indian. – Ghar Banega, Toh Desh Banega. geographies. Our customers include shopkeeper, blue
OUR MISSION collar workers, police and defense personnel, government
• To make Housing Finance easily accessible to the employees and self-employed professionals. We have
EWS (Economically Weaker Section) and LIG (Lower created a niche in the housing finance needs of the
Income Group) of society. economically weaker sections (EWS) and the lower
• To mobilise resources and attention to this segment, income segment population of the country.
leading to greater growth for the segment Brand success as of today: Brand Strategy for your
• To promote responsible financial inclusion and to current success
make the segment aware and prepared to take • Our USPs reflect our focus and dedication to delivering
informed financial decisions our brand promise of ‘Ghar Banega, Toh Desh Banega”
• To bring continuous innovations in our products, across geographies and socio-economic groups
processes and credit policies, to make sure that • Making Home Loans Accessible for All Indians - To
the maximum number of people can be eligible for make Housing Finance easily accessible to the EWS
loans (Economically Weaker Section) and LIG (Lower Income
Always focus on customer delight. If you make
their goals as yours, everything that you do
contributes towards achieving your customer’s
goals. This needs to be imbibed in the DNA and
values of the brand.
RISHI ANAND
FUTURE CEO and MD
Branding Trends BRAND
• Expand the Distribution Network to achieve Deeper Speak
LOGO UNDER • Continue to focus on our low-income housing segment At Aadhar, we are committed to serve
Penetration in key states
home buyers from the low income
targeting mainly EWS and LIG customers and grow our
the Lens • Continue to invest in and roll out digital and technology group. Everyone deserves the security
customer base
of a home – shopkeepers, blue-collar
workers, police and defense personnel,
enabled solutions across the business to improve
railway employees, and the self-employed.
Our logo reflects our motto – Ghar Banega toh Desh customer experience and improve cost efficiency
By empowering this segment with the
Banega, and talks about how the Economic Weaker security of a home, we endeavor to create
Section which forms a big part of our population who a truly inclusive India.
deserves their own home and Aadhar is ready to help Riding the Adtech
turn their dream into a reality.
Blue reflects the feelings of trust and stability which is WAVE
The Red colour reflects our passion and energy
towards serving our customers at all times. The colour
synonymous with Aadhar’s growth over the years .
We have used WhatsApp to share updates with our
customers regarding their home loan account. Also,
Breakthrough AHFL has leveraged the benefits of Google and Social
Media to generate new leads with the objective to
CAMPAIGN achieve drive our business targets through the optimal CUSTOMER
usage of the platforms.
Testimonials
Led by our core mission of empowering people who have
always dreamt of owning a house but lacked the means
to achieve it, we are committed to helping individuals Sanjeev Kumar Junior Engineer,
build their own homes, thus enabling them to build their Karnataka Electricity Board
lives. Collectively, millions of home so built translate into Sanjeev Kumar-Jr Engineer with
building the nation. Karnataka Electricity Board’s Bidar office
says “I went to their branch office and
Our ‘Ghar banega, toh Desh Banega’integrated
met with the branch manager who
marketing and brand campaign resonates with this
assured me that my file will be processed
philosophy of building homes to build the nation. This within 4 days. I couldn’t believe it. My
campaign, launched across India through outdoor home loan was indeed processed within
hoardings, bus panels, bus-shelters, digital & social a few days”
media, as well as PR, advocates the vision of enabling
home ownership for every Indian. w w w . aa d h a r h o us i n g. c om
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trade activations, mass media, digital platforms and Karo Check Me Raho’, Accu-Chek® has consistently
BRAND e-commerce. The media-mix is wide and agile to endeavored to change the perception of diabetes care
suit the changing content consumption demands of
and transform it into a ‘condition that can be managed
Early Stages our target customers. Through campaigns like ‘Let’s through iPDM via regular monitoring and lifestyle
changes’.
Talk Diabetes’ and ‘Practice #GlucoVigilance’, ‘Check
Accu-Chek®, from the house of Roche Diabetes Care India
Pvt. Ltd. (RDC), is a pioneer and World’s No. 1 brand in
the blood glucose monitoring category through its wide
range of technology driven products and solutions in
diabetes management. Through its diversified portfolio
of Accu-Chek® glucometers, mySugr® mobile app and
health & digital solutions; RDC has been working towards
Integrated Personalized Diabetes Management (iPDM)
by syncing innovative hardware with cutting edge digital
solutions. With its presence across >100 countries, Accu-
Chek® has been in the Indian market for >2 decades.
Present-day
BRAND
PLATFORM
The brand has continuously experimented with
different mediums to reach out to customers -
As brand owners we are now serving new age
connected users & thus ought to offer a unified,
consistent experience regardless of channel
or switching between channels. We therefore
practice omni-channel marketing to offer a
seamless; ably supported user journey towards
customers’ path to purchase & overall product
usage experience. OMAR SHERIEF MOHAMMAD
Cluster Head - India,
Middle East & Africa
FUTURE BRAND
Branding Trends Speak
LOGO UNDER In an age that demands personalized care, Accu-Chek® Care Capital of the world’ through a range of
“At Roche our aim is to make India ‘Diabetes
offers customers iPDM which comes with innovative
the Lens products and digital solutions. As market leader Accu- innovative tech-enabled product solutions &
services. Through an omnichannel approach
Chek® will continue to drive diabetes awareness, monitoring
we will communicate with stakeholders and
& support patients via omnichannel experience.
customers to raise awareness about diabetes
Accu-Chek® is our brand for personal diagnostic
and drive behavior change
and therapeutic devices. With more than 40 years
of heritage, Accu-Chek® has strong brand equity
and remains a very important brand in our portfolio. Riding the Adtech
the foundation for integrated solutions by maintaining WAVE
Strategically, the Accu-Chek® brand supports Roche’s
business priority for delivering innovative hardware as
#1 position. The Accu-Chek® Logo stands for
Encouraging, Empathetic, Confident, Influential and Hybrid Selling Concept: Supports best of two worlds (in
Informative. person relationship + a wide range of virtual interactions).
Adapting to our customers’ changing preferences & needs
by identifying correct mix of customer interactions using an
Breakthrough approach that fits the way our customers want to buy.
CAMPAIGN
CUSTOMER
Campaigns like ‘Practice #GlucoVigilance’, ‘Check karo,
Check main raho’ & ‘Kuch Meetha Na Ho Jaye’ during & Testimonials
after pandemic, helped PwDs to maintain a good glycemic
control as they are at a higher risk of complications. To “I extend my heartfelt thanks for the quick
drive education & awareness, Accu-Chek® engaged revert to my request regarding the
Accu-Chek requirement at Bangalore
with leading doctors, patients, caregivers & experts
for self & few other colleagues. Really
to curate credible content on managing diabetes with
appreciate customer centricity from
‘#GlucoVigilance’. This helped patients build a dialogue the India Roche team, right from top
with doctors, to get recommendations & understanding management to regional teams!”
about diabetes & ways to manage it. This progressive Director (Global Ed-tech Leader)
outlook helped Accu-Chek® build trust & thought
leadership. w w w . a c c u - c h e k . in
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in India Acer serves customers across the length and breadth governments, educational institutions, banks and more.
BRAND of the country. Acer is committed to strengthening the Acer is evolving with the industry and changing lifestyles
foundations with technological innovations, and designing
by continuing to push for innovation in existing businesses,
Early Stages unique product lines to end customers, enterprises, SMBs, while expanding to new territories.
Founded in 1976, Acer is one of the world’s top ICT companies
with a presence in more than 160 countries. As Acer evolves
with the industry and changing lifestyles, it is focused on
enabling a world where hardware, software and services will
fuse with one another, creating ecosystems and opening up
new possibilities for consumers and businesses alike. Acer’s is
dedicated to the research, design, manufacturing and sale of
products and solutions that break barriers between people
and technology. At Acer we believe sustainable development
from our products to manufacturing standards and processes
through our Earthion initiative.
Present-day
BRAND
PLATFORM
Acer is one of the most renowned names in technology
industry globally and in India. With over 23 years of operation
WHEN YOUR
BUSINESS
IS GOING
PLACES. There are three key learnings I can share, and
highlight based on my association with the brand:
• Good customer experience is a must.
• Less is more - Acer like its logo believes in
being simple and minimalist.
• Know your target market - it’s most important
for brands to succeed. HARISH KOHLI
President & Managing Director
toward green, low-carbon economies and business
model transformation being driven by the impact of
climate change, Acer has taken up our mission as a brand BRAND
leader and pledged to achieve 100% renewable energy
by 2035 and we want all of us to join it the journey to Speak
make a green mark.
TRAVELMATE
SERIES For more than 45 years Acer has been
FUTURE advanced products to our customers. We
a responsible brand and a pioneer in
bringing cutting edge technologically
LOGO UNDER Branding Trends look forward to offering and bringing new
innovative and top-class products to the
market. We want to be known as a brand
the Lens According to me, future branding trends would be more that is making a difference in society. Our
sustainable product line Vero is our step
focused on visual content branding. Metaverse and
towards making coming sustainable and
virtual world will gain prominence. People’s preference environment friendly. We have achieved
Acer’s visual design has always been iconic & minimalist. towards sustainable branding initiatives and purpose- many milestones so far and in the coming
years, we aim to push the boundaries of
The first logo was a graphical representation of diversity driven brands will also gain importance which will further
innovation and bring the best product
and multitasking. After the rebranding in 1983, the logo the trends for socially responsible branding. People
and services to the markets.
switched to blue and white. In 1987 the company got a identify with purpose and that is something customers
new name Acer and its logo, in two color variations — will look forward to. Today’s customers have become
purple and burgundy and monochrome. The redesign in conscious of the environment and look for products and
2001 brought a simpler and neater version of the logo. brands that are sustainable.
The Acer logo was redesigned again in 2011. The green
colour is a symbiosis of two colors blue and yellow.
represents the freshness, harmony, and originality of the Riding the Adtech
One represents boundless energy, and the bright green
WAVE
company.
Breakthrough We are a technology brand and have always utilized
CAMPAIGN technology for marketing our products and campaigns.
We are responsible advertisers; we look at privacy
very seriously. We are also conscious of people’s time;
we try to ensure our ads are served to the relevant
During the Acer founding day we launched Make Your audience only. Being a responsible advertiser, we value
Green Mark campaign where we are encouraging every our audience’s time and serve our ads to the relevant
user to make their green mark by being environmentally audience only using Adtech and it’s something we
conscious and practicing the 3-Rs Reduce, Reuse and will continue to do. We are also actively exploring
Recycle in their day-to-day lives. With the world trending sustainable methods of advertising. www . a c e r . c o m
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Suvajit Karmakar – CEO & Whole time Director, ALD Automotive India
in 6 cities – Mumbai, Pune, Delhi, Bangalore, Chennai & building. Our products and services speak for itself, the
BRAND Hyderabad. We cater to 1500+ corporate customers in solid foundation backed with stable parentage that the
300+ cities with 1300+ service partners in 250+ cities. The
brand is built upon, has resulted in a massive fleet of
Early Stages demography of our target is a salaried employee working 1.761 million vehicles globally.
for a corporate. Several factors have gone behind brand
ALD Automotive is a 60+ year old brand. Our operations
began in France in 1989 with the idea to offer vehicles
on lease. The brand pre-existed and when Societe
Generale Groupbought the entity in 2001, it gave a
further impetus to it.
Below is a brief history of how ALD Automotive evolved.
Present-day
BRAND
PLATFORM
ALD carries a strong legacy and brand equity as it
piggy backs on SG’s brand. With the Logo units similar,
this adds to our advantage globally and locally. We are
present in 43 countries. In India, we have direct presence
Several aspects about our product and
service offerings have played a huge role
in making us a leader in mobility space
in the global & India market. In today’s
highly competitive society, a customer
rather than buying a product or service,
buys ideas and values that he believes in, SARVESH JOSHI
which the brand promotes and exemplifies. CFO
Branding helps communicate emotion and
information to tell a company’s story and
show its personality. A brand is a hallmark of
quality, or the assurance for the buyer and BRAND
connects a company and its products with its
customers to create a relationship making it Speak
a fundamental commercial asset. While in most Organizations only the
LOGO UNDER brand values, at ALD we ensure that the
Sales & Marketing focus on delivering
ALD Automotive India - YouTube
values are embedded at all levels of the
the Lens • Maintenance - ALD Automotive India - YouTube to processes and systems. This helps us
organization, starting from employees
•
ALD Automotive India - Healthy Balance Sheet - YouTube
achieve the overall objective of aligning
ALD has a distinctive Brand Identity. Mobility means FUTURE customers, partners, stakeholders and
an excellent brand experience for our
ALD logo is based on SG’s red and black square symbol,
which is associated with the name of the brand on 2 lines.
employees.
many things to many people. Our brand architecture
distinguishes ourselves from others. The brand elements Branding Trends
of our identity are flexible, modern, dynamic and bold. The
mobility line symbolises our capacity to connect, adapt Trends that will continue to dominate would be about
and push the limitless boundaries of mobility. Our brand how a brand connects with the users and the experience
territory focuses on people because they are essential and it provides through various mediums (digital/ physical)
central component in an age of growing personalisation. and how a brand aligns its overall user experience with
All these elements, built up broadly and comprehensively, the customer. Other trends I foresee are - User-focused
enable us to create a strong and solid new brand territory. branding, Sustainability, Using virtual spaces, Inclusivity
& Diversity & Animated Logos.
Breakthrough Riding the Adtech
CAMPAIGN WAVE
Based on the fact that the penetration of leasing industry
is as low as 1%, we conducted a dipstick study to Our key strategies involve anticipating customer needs
understand what makes the user withhold the decision before time and offering seamless mobility solutions.
when leasing offers the car of your choice without the Digitization has played a huge role. We have digitized
hassles of ownership. Interesting revelations led us to the whole customer lifecycle on our digital application
developing a campaign for breaking the myths associated My ALD. We have launched NMDI (Next Move Digital
with leasing 5 years ago and these still stand relevant Integration) that is helping us streamline all the
explaining concepts of leasing processes, giving a quicker resolution to aid a faster
• Paying only for how much you drive -Residual Value - service to our end-user. w w w.aldautomotive.in
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BRAND origin MNC brand in Information Technology consulting value to services and solutions, leadership in trending
technologies. The key to brand success is a Global client
and services. Our current brand equity is “Most trusted
Early Stages advisor and tactical partner on broad spectrum of base including Fortune 500 clients in 70 plus countries.
Our 3500+ workforce is qualified and geared towards
expertise in technology.”. Our Current brand strategy
is “Service Governance, Software IP that augments client delight.
The Company was incepted in 1984 in Mumbai where
our CMD – Nitin Shah gave up a well-paying job with
CMC Ltd since he saw an opportunity to support
large Enterprise clients by providing IT support for
Mainframe computers like IBM,ICL & DEC Pan India.
It took an early mover advantage when IBM left the
country. The company grew with a strategy to ensure
good profits by quick resolution to the Client’s IT
issues and personalized service. Since inception our
trajectory is similar to the IT industry and have evolved
with changing technology early. We established our
name as a national player then.
Present-day
BRAND
PLATFORM
Allied Digital today is a BSE/NSE-listed Global Indian
One has to stand out in the crowded
marketplace by creating compelling competitive
advantages, sustainable differentiators and
enhancing intrinsic values. We have outshone
the competition and stood out with our value
proposition and unwavering commitment NITIN SHAH
LOGO UNDER to excellence towards our clients. We have CMD
gone beyond contractual terms to meet client
expectations and always believe in delivering
the Lens more than promised. We have ensured being
ahead of the technology curve which to remain
at the top of clients’ minds and our business BRAND
At Allied Digital, the red pyramid is more than our logo, it markets. Key takeaway is that we look beyond
is the essence of our belief in our core values which helped the client contract and put ourselves in their Speak
us take the right decision resulting in our own strong shoes.” Client First” is our philosophy.
culture. Our logo was inspired by the 7 chakras which was “We want to be a partner in progress
of our Client’s growth by leveraging
a complex and ancient energy system of Indian origin.
Our 7 values Pyramid- our guiding force is ethics, technology for their business success in
emerging digital world”
trust, relationship, attitude, infrastructure, capabilities & FUTURE Nitin Shah, CMD
transaction at the bottom in the top-down order.
Our value system pyramid establishes Client trust
and confidence. Our tagline ensures we execute their IT Branding Trends “Service Governance and Integration”
is key to Service Delivery. Leveraging
operations with utmost responsibility. trending technologies with disruptive
solutions consistently results in successful
Allied Digital offers various solutions on emerging
digital transformation”
technologies like AI/ML, IoT, Cloud migration, RPA,
Paresh Shah, CEO
Breakthrough Cybersecurity, Digital Transformation, Managed IT
Services etc. Our experienced talent pool researches
CAMPAIGN market needs and identifies past trends and patterns
in the data, assesses the difference with actual
customer business and creates reference models for
forecasting.
We were regularly using the BCCL group publications
and digital channels for advertising. For 6 years in a row
in a huge brand recall. We have received several awards Riding the Adtech
we released weekly print ads in ET print edition resulting CUSTOMER
highly appreciated client success stories and our business WAVE Testimonials
and recognitions from ET, Government , Business World,
Times Network, PC Quest, Express CRN, CeBIT etc. Our
I really appreciate the collaboration
innovation coupled with thought leadership have had a between Allied Digital and our teams
lasting impact, also another area that is fast catching Technology is in our genes; Our Professional Management for the crucial Infrastructure Change
attention is our ESG and employee welfare initiatives. team are our greatest assets with vast knowledge. Our Management Project. We couldn’t do it
brand outreach is cutting-edge and compelling with without it you!”
chatbot technology and AI/ML at its core. We are early -Technology Infrastructure Leader,
Leading insurance company
adopters of Digital Marketing and automation to keep
ourselves ahead of the competition.
Thank you and your teams for a very
successful services transition!
-Director of IT Business Relations,
Leading retail company
w w w . a lli e d di gi t a l . n e t
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ranging from IT training, media & entertainment, two main streams of business- Individual training
BRAND retail & aviation, beauty & wellness, banking & and Enterprise Business Group.
finance, pre-school segment amongst others. We
Under Individual Training, Aptech’s multi brands
Early Stages commenced our journey with an aspiration to includes- Arena Animation, MAAC, Lakmé Academy
powered by Aptech, Aptech Learning, Aptech
deliver new age programs suited for the changing
business ecosystems across India and the globe International Preschool amongst others.
Ever since its commencement in 1986, Aptech and today Aptech has successfully trained students,
has effectively ventured into diverse sectors professionals, universities & corporates through its
Present-day
BRAND
PLATFORM
With over 3 decades of strong experience in the
vocational skill training and non- formal academic
curriculum-based training programs, Aptech is a
pioneer in the non –formal vocational training business
with a significant global presence in almost 40 countries
and a current presence of over 800 centres globally.
We have trained over 7Mn students over the last 36
years. The success of the brand is credited to how we
redefine and reorient education with our proactive and
versatile character to be at the forefront of delivering
employment opportunities to each of our students such
that they get among the fastest paybacks and superior
returns on their time and investment.
Identifying the dynamics of the market
and giving direction catalyses unhindered
growth. Today, we at Aptech enjoy an enviable
leadership position by investing in innovation,
integration, and initiation of new ideas across
verticals. We continue to reimagine the way
non-formal tech-education could impact PRAVIR ARORA
everyday businesses. Chief Marketing Officer
is an integral part of nation-building today. Through the BRAND
music video we wanted to convey that every household
in India can prosper if they have the right skillsets to Speak
grow in the new age careers where there are lakhs of jobs
available using music and dance as a medium that every We consider unemployment as our only
household in India resonates with. competition and in our experience, skill
development goes a long way in that fight.
The company’s commitment to transform
LOGO UNDER FUTURE into Skilled Employed Professionals (SEPs) with
‘Qualified Unemployed Graduates’ (QUGs)
the Lens an evolving industry-relevant pedagogy and
constant innovation in terms of curriculum
Branding Trends and technology has kept the House of Aptech
relevant through all these years.
Aptech had proliferated into several other non-formal
areas of education abreast of growing competition. The branding trends for 2023 includes daring nostalgia,
Through research among various stakeholders, we powerful use of color, pushing design boundaries, New
culminated the definition of brand Aptech – Shaping Eco, Animated Logos, Statement Typography, Humanised
human talent for the real world. This means that all too brands, pop culture influence and retro collage (https://
often, the education system in most parts of the world is www.envato.com/blog/branding-trends/)
tilted in favour of a particular species of students. Brand I personally feel content game will become stronger and CUSTOMER
Aptech intended to be the catalyst for the ‘other’ species the youthful audience will draw affinity to brands that are
of students who have talent that remains unexploited in relatable and have content pegs that are engaging and Testimonials
formal systems. We expressed this definition – A visual has virality – could be memes/humour/satire/topicality.
of a tiger paw with the imprint of the human foot with a I have been associated with Aptech for their
brand line – Unleash your potential. multiple brands for over 17 years now and
still going strong. Aptech helps you build
Riding the Adtech your business in the sense that it helps
Breakthrough WAVE you minimise your risks and maximise your
business potential.
Suresh Madhavan
CAMPAIGN This long harmonious relationship with
(Aptech Business Partner)
Aptech has been investing in the technologies which
aid the training delivery process on a continuous basis. Aptech has not only enabled us to earn
fame & money but also strengthen us to
We recently launched a first-of-its-kind music video - The choice of the technology depends on the domain,
tide over the unprecedented times such as
“Har Ghar, Hunar” to mark India’s 76th Independence learner profile and the learning objective. For example,
the recent onslaught of covid-19. I sincerely
Day. The song invokes a spirit of celebrating skillsets our students use Augmented Reality in the class for wish to continue this relationship for a long
via vocational training and the freedom to follow one’s learning their crafts. Students have access to many time to come
creative pursuits. The music video is cool, vibrant, and proprietary in-house platforms like Creosouls and Ramesh Ruia (Aptech Business Partner)
upbeat bringing out the essence that every household OnlineVarsity which all are designed to enhance their
has a latent skill/talent. Skill Building and development all-round learning and life skills. w w w . apt e c h - w o r l d w id e. c o m
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BRAND house of STERLING, presents a couture collection its launch in 2010. ARMAF has changed the wave and
the brand prides itself as PROUDLY MADE IN UAE. The
of stylish, invigorating, and inspiring scents for the
Early Stages modern man and woman. The brand presents a brand has been an active participant in International
and Local Fragrance & Beauty exhibitions such as
collection of glamorous, indulgent, and irresistible
designer fragrances. With a presence in over 100+ COSMOPROF WORLDWIDE Bologna, India & Las
ARMAF, a luxurious French fragrance brand from the countries, ARMAF has created a global imprint since Vegas, and BEAUTYWORLD MIDDLE EAST fashioning a
trademark across Industry and consumers.
Present-day
BRAND
PLATFORM
In Q2 2022, Future Workspace Summit & Awards
presented the ‘Smart Innovation Award’ to the
e-commerce platform of ARMAF. ARMAF initially
followed a B2B business model where the end
consumers received the products through multiple
distributors & retailers across the world - Harrods,
Sephora, Debenhams, and Harvey & Nichols to name
a few. In Q4, ‘BeautyWorld Middle East 2022’, ARMAF
garnered Industry attention as it bagged two of the
most prestigious awards - ‘Consumer Fragrance of the
Year’ was awarded for CLUB DE NUIT INTENSE MAN
and Breakout star product of the Year to CLUB DE NUIT
SILLAGE. At the end of Q4, it was felicitated as ET Edge
Best Brand by the Economic Times.
• At a time when the world was raving about
made in French Fragrances, ARMAF acquired a
top spot at the COSMOPROF Bologna standing
tall with our UAE - made Fragrances.
• The Fragrance industry is constantly evolving.
• Fragrance means Innovation, Investing in
state-of-the-art Research & Development ALI ASGAR FAKHRUDDIN
• Perfumery laboratories and an expert R&D Chairman
LOGO UNDER • ARMAF caters to a luxury line of fragrances
team are the key factors.
- OROS that is created in partnership with
the Lens Swarovski. As the pinnacle of perfumery, BRAND
OROS offers the finest scents with crystals on
the bottle. Speak
The identity in the form of the Logo of ARMAF was
created as an emblem to an ode to the Fakhruddin Family Ali Asgar Fakhruddin, Board Member
and the four brothers. The letters each denote the Initials INTENSE MAN and Breakout star product of the Year and Owner of Fakhruddin Holdings,
of each brother - A stands for Akbar, R for Raja, M for to CLUB DE NUIT SILLAGE, which was the first time ever Fakhruddin Properties, and Fakhruddin
Mohammedi, A – for Ali Asgar, and F – for Fakhruddin for any brand. Trading as well as Chairman and CEO
of Sterling Perfumes Industries take
(the founding father) portraying ARMAF. The F spokes in
pride in the creation of the brand
the circular ring at the periphery depict our presence in ARMAF. The parent company of the
FUTURE
multiple countries. The colors, Black & Gold represents brand ARMAF believes in laying a strong
class and taste, depicting the ethos of ARMAF. foundation through traditional business.
The Commencement of the year 2023
is Sterling’s 25th year – a silver jubilee
Breakthrough Branding Trends company had an iconic reveal. It unveiled
celebration and hence to mark this, the
CAMPAIGN Consumer behavior is ever changing and the fragrance premises in Dubai. The wall features 2760
‘The World’s Largest Perfume Wall’ at its
industry is moving towards niche fragrances. ARMAF
unique perfumes, each of them exclusively
recognizes catering to this segment at affordable prices manufactured since its inception in 1998.
is essential and hence ARMAF NICHE was born to keep The wall is now the marvel attracting
up with the trends. With highly curated niche fragrances, Government entities, Media, Influencers &
filled-in luxury bottles, and elegant packaging, it caters to Celebrities from UAE, and more.
exclusive consumers. ARMAF is always one-step ahead of
trends and leaves a footprint so strong that guides other
players in the industry.
• Several campaigns ran throughout and across multiple Riding the Adtech
‘Club De Nuit’ with activation was the key highlight. The WAVE
online and offline channels, that have elevated ARMAF’s
presence since its launch in 2010. The grand launch of
launch of Club De Nuit in 2016 also saw an exponential
rise in the brand value of ARMAF, making it a flagship During the pandemic that hit the world in 2021, ARMAF
yet award-winning product to date. tapped into consumer behavior that moved dramatically
• During the global trade show - ‘BeautyWorld Middle toward online channels. ARMAF digitally marked the
East 2022’ held in October, ARMAF garnered Industry products, this aided the brand to tap into a newer and
attention as it bagged two of the most prestigious wider audience with ease and speed. The digital approach
awards for two of its iconic products. ‘Consumer allowed the customers to locate and buy online by
Fragrance of the Year’ was awarded for CLUB DE NUIT launching E-commerce portals. w w w .a r m a f .a e
2022
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BRAND Forward Beauty focusing on discovery, imagination, and farms and research . Artistry™ formulas are created with
cutting edge techniques to offer targeted solutions for the
invention to Visibly Healthy Beauty by introducing Artistry
Early Stages Skin Nutrition™. Built on a combined 145 years of experience, unique needs of every person addressing skin concerns for
all skin types and tones, based on a database of over 32,000
the Artistry™ brand showcases the harmonious partnership
of powerful, plant-based ingredients from Nutrilite organic diverse faces from all over the world.
Edith Rehnborg, a trailblazer of female entrepreneurs
and wife of Carl Rehnborg, founder of Nutrilite together
created a holistic approach to beauty by combining best
of beauty, science, and nutrition, which led to the inception
of brand Artistry in 1958. Edith Rehnborg with her mission
to provide beauty solutions while improving well-being
and with an empowering philosophy of ‘Each woman is
an individual like no other, a self-made work of art’ paved
the way for the Brand Artistry in different geographies
around the world making it one of the leading brand’s in
the premium beauty segment.
Present-day
BRAND
PLATFORM
Aligned with the philosophy that skin needs nutrients
just like the body to be healthy, Artistry has evolved from
Breakthrough
CAMPAIGN
Our campaign on ‘Healthy Beauty’ presenting anti-aging We leveraged our expertise in nutrition with
range under Artistry Skin Nutrition made a formidable Nutrilite, a brand backed by a rich legacy of
impact in terms of awareness and acceptance within over 80 years of plant-based approach to
our consumers. The value-proposition of plant-based supplementation, to present the Artistry Skin
phytonutrients backed by cutting-edge science for a Nutrition™ range targeting consumers who
visibly healthy beauty resonated high in the consumer’s looking for need-based skincare solutions
mind. The unique selling proposition of the anti-aging with a blend of health quotient. A skincare AJAY KHANNA
range under Artistry Skin Nutrition™ is to address early regimen infused with nature and perfected CMO
to advanced signs of aging, including the appearance by science with powerful botanicals from our
of deep `wrinkles, sagging, and sallowness, resulting in Nutrilite farms is well-positioned to address
smoother, revitalized, radiant look and visibly healthy the needs of our discerning consumers in the
skin stood out and captured the mindspace of our beauty segment. Going forward brand Artistry
consumers. Experiential marketing encompassing will consistently drive innovation backed by BRAND
physical and virtual interventions to create awareness science & research to provide cutting-edge
by providing visually rich product experience led to an products in the healthy beauty space for Speak
overwhelming response for the campaign. consumers at large.
The growing emphasis on holistic health
has given rise to an inherent need for
visibly healthy skin. Consumers are
Riding the Adtech increasingly seeking for beauty products
that are chemical-free, vegan, and
WAVE feature plant-based claims , Artistry
Skin Nutrition™ anti-aging range is
well-positioned to capitalize on this
trend. Leveraging on our expertise in
Artistry being a premium skincare brand, consumers nutrition, we are committed to developing
seek validation of the brand promise and innovative skincare solutions for a visibly
AdTech has helped us achieve deep integration healthy looking beauty.
through content marketing a n d
driving socially engaging content.
Additionally, user generated content
enabled us to establish brand’s
premiumness in consumers looking for
beauty products for a visibly healthy CUSTOMER
beauty.
Testimonials
I have been using Artistry since past 30
years and the new anti-aging Artistry
Skin Nutrition™ range has helped in
firming & lifting my skin.
Rashmi Panchnanda
Amway Direct Selling Partner
The experience of using Artistry Skin
Nutrition™ range went beyond my
expectation. The range helped my skin
look nice, radiant and glowing
Taru Gupta
Amway Direct Selling Partner
www.amway.in
2022
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wide range of Tiles, Engineered Marble & Quartz and Company-owned Display Centre and plan to increase up
BRAND Bathware. Today, AGL Family is team of over 6,000 who to 500 exclusive showrooms across India. Asian Granito
are committed to making the brand a Global leader.
is one of the leading exporters from India. Company
Early Stages Company has over 6,500 touch points with dealer & sub- currently exports to over 100 countries and plans to
expand network to 120 countries.
dealer network; 300+ exclusive AGL Tiles showrooms,13
It all started with a dream to create World’s most sustainable
building materials company. With that dream in mind,
passion for success founding stone was laid for Asian
Granito by two young entrepreneurs – Kamlesh Patel and
Mukesh Patel started as a small 30-employee venture the
company commenced operations in 2000 at Idar, Gujarat.
Referencing Idar’s granite and aiming to make it one of
the market leaders in Asia, company was named as Asian
Granito. After conducting in-depth research, promoters
learned that global tiles industry was dominated by few
companies and had scope for huge growth.
Present-day
BRAND
PLATFORM
AGL has emerged as India’s leading home Surface
décor brand in a short span of two decades and offers
Brand is built when you fulfil promises every-
time and over expectations especially quality,
service etc. AGL has built a promise for one stop
solutions in building materials globally and it
is making continual efforts in ensuring that it
stand by its Brand Promise and achieve strong
brand recall. KAMLESH-PATEL
CMD
FUTURE BRAND
Branding Trends Speak
Moving ahead, we plan to induct a well-known and AGL has leveraged its in-depth expertise
and understanding of building materials
respected celebrity icon as brand ambassador to enhance
over the years to diversify its base
AGL brand visibility. We shall open a host of experience
and evolve as a brand providing
centres at high footfall locations around the country, integrated solutions under one umbrella
LOGO UNDER international exhibitions and open more retail touch Mr. Kamlesh Patel, Chairman and
with a vision to become the most
points in domestic market.
preferred tiles brand.
the Lens Mr. Mukesh Patel, MD
Riding the Adtech
trends in technology, product & innovations and marketing WAVE
Logo of AGL illustrates company’s vision for aspiring to
become a global leader with an ever-evolving tides and
excellence. Technological advancement and aggressive
marketing have strengthened company’s foothold in AGL is an eminent brand in adopting latest technology
global market which is noticed in 100+ countries. Company which along with R&D team able to think, innovate and
started its journey from Idar - known for its hard and bald deliver flawless output round-the-clock. Brand AGL
red stones and grey granite rocks. Idar’s natural resources through its tech savvy ecosystem constantly energises
were radiating an insight. Referencing Idar’s granite and ceramic industry, simplifying life of people at plants to
aiming to become market leaders in Asia, company’s live a joyful healthy life. CUSTOMER
brand was named as Asian Granito.
Testimonials
Breakthrough Bimal Mistry, Architect - We have been
using AGL tiles for a long time now.
CAMPAIGN delivery and customer service is why we
Outstanding quality backed by timely
trust AGL.
Pavan Bakeri, Bakeri Group - For us
Company rolled out massive campaigns, namely Har
the value point with AGL is that we
Hindustani Ki Pasand, Chala De Jadoo, Beautiful Life, are getting good quality product at
Sapne Hue Apne on a wide range of platforms through affordable price.
electronic and digital media across India which were
huge hit and able to make a mark in the hearts and minds
of its stakeholders globally. w w w . a gl a s i a n g r a n i t o . c o m
2022
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presence of over 25 years and is synonymous with Bondtite brand is now synonyms with adhesion
BRAND strength, quality, and trust. Bondtite has the widest solution for most of substrates in consumers mind.
range of adhesives and leads the epoxy adhesives
With pan India presence, Astral Adhesives contributes
Early Stages market due to its innovative product and quality major revenue to the growing portfolio of Astral on
competitiveness.
the back of Bondtite in a short span of 7 years.”
a) Origin: Bondtite was a brand under the Resinova Chemie
ltd that was bought by Astral Adhesives in 2014.
b) Place of origin: Kanpur, UP
c) Target demography at the time: Carpenters, Masons
and retailers like hardware stores.
Mechanics serviced through hardware and auto retail
outlets in smaller towns
d) Erstwhile Brand strategy: Pre-acquisition, adhesives
brands were fragmented as House of Brands, each
catering to different applications. Astral consolidated all
brands together by adopting a Branded house approach
and brought all brands under one master brand Bondtite.
Present-day
BRAND
PLATFORM
“Astral Bondtite as a brand enjoys a credible market
India is a land of emotions and it’s necessary
to communicate a technical product in an
entertaining, simplistic manner that is also
culturally relevant. The brand has narrated
stories keeping in mind the sensibilities of
artisans, carpenters and households to gain
substantial mind & market share.. SAUMYA ENGINEER
Vice President
FUTURE BRAND
Branding Trends Speak
Bondtite has expanded its product line with the inclusion Astral Adhesives is constantly innovating
to add to our diverse portfolio of products
of Wood & Instant Adhesives. Moving forward, the
under the flagship brand Bondtite to
focus will be on creating and promoting Bondtite as a
cater different customer needs. Our
comprehensive brand that encompasses all of its adhesive goal is to make Bondtite synonym to
LOGO UNDER offerings. In order to achieve this, there will be an extended and become a formidable force in overall
bonding solution for multiple substrates
reach beyond traditional retailers and direct engagement
adhesive market.”.
with consumers through digital media platforms.
the Lens
The Bondtite logo features an infinity symbol, Riding the Adtech
infinity symbol is a universal icon that reflects Bondtite’s WAVE
representing the brand’s commitment to creating
adhesive solutions that stand the test of time. The
dedication to developing adhesives that provide strong,
long-lasting bonds. Through Bondtite Winners’ Circle, a user-friendly app that
The logo’s design also incorporates bold, modern is designed for users to access and purchase Bondtite
typography, reflecting Bondtite’s innovative approach products and stay up-to-date on the latest information
to adhesive technology. The use of blue color further about the range. With the app’s easy-to-use interface
communicates the brand’s commitment to quality, and intuitive design, buying Bondtite products has never
CUSTOMER
reliability, and performance. been easier.
Breakthrough Testimonials
CAMPAIGN and have been associated with Astral
“I’m an Ahmedabad based Retailer
Adhesives for a long time. For me
customer satisfaction is most important
and thanks to Bondtite, I’ve never faced
‘Jode Ekdum Tight Bondtite’ campaign marked 25 years
an issue with my customers in terms
of brand and showcased different materials from diverse of quality.
parts of India being bonded together to create beautiful - Love Patel
artefacts. It captured the imagination of masses and Dharni Agency”
helped establish itself as a national brand offering highly
capable Adhesives. w w w . a s t r a l a d h e s i ve s . co m
2022
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reliability, and customer-centricity for over 5 decades. driver as customers looked for an organization that can
BRAND The company has come a long way since its inception help them in managing their finances and investments.
The erstwhile brand strategy that propelled Bajaj Capital
in 1965, when it was founded by Mr. K.K. Bajaj in New
Early Stages Delhi, India. In the early stages, the target demographic to success was based on the company’s core values of
for Bajaj Capital was primarily upper-class individuals and
integrity, expertise, and customer-centricity. Over the
small business owners. Over time the world of Financial years, Bajaj Capital has expanded its range of services and
Bajaj Capital Ltd. is a name that is synonymous with trust, planning and seeking guidance became the primary is now one of India’s leading financial services companies
with a presence in 300+ locations and a team of more
than 3300 professionals. The core reason for its growth
and success,is to be steadfast at its core values. The
company remains committed to providing personalized
and trustworthy financial services to its clients, helping
them achieve their financial goals and secure their future.
This customer-centric approach has made Bajaj Capital
a best brand in the world of financial services, with a
reputation that is second to none.
177X97mm Present-day
BRAND
PLATFORM
Bajaj Capital Ltd. has relentlessly evolved its brand
in accordance with dynamic market conditions and
shifting customer preferences. The company has built
Bajaj Capital Ltd.’s ascent to the top has
been driven by an unwavering commitment
to putting the customer at the forefront of
its efforts. The brand’s success is rooted in
a deep understanding of customer needs
and preferences, coupled with a strong
brand identity built on trust, reliability, and SANJIV BAJAJ
personalized financial advice. The key lessons ????????????????????????
to be gleaned from Bajaj Capital’s journey
include the importance of customer-centricity,
brand building, and adaptability in the face of
evolving market trends. By embodying these BRAND
principles, Bajaj Capital has cemented its place
as a leading financial services provider and a Speak
beacon of excellence in the industry.
At Bajaj Capital, our passion for
delivering exceptional customer
financial services industry. Bajaj Capital has a formidable FUTURE financial advice and cutting-edge digital
experiences through personalized
an unwavering brand equity, becoming the hallmark
of trust, reliability, and customer-centricity in the
strategies is unwavering. As we continue
to evolve and adapt to the ever-changing
across more than 100 cities in India. The brand caters to a Branding Trends remain committed to staying ahead of
geographical presence, with over 300 offices scattered
landscape of the financial industry, we
diverse target audience, ranging from individual investors the curve and exploring new possibilities
to business conglomerates, where every effort is made Personalization, sustainability, purpose-driven branding, to empower our customers.
with a commitment to personalized and dependable and digital-first strategies are set to shape the future of
financial advice. Bajaj Capital’s brand success lies in their branding. With cutting-edge technologies and abundant
brand strategy, where customers are at the heart of every customer data, brands will be able to deliver hyper- CUSTOMER
effort and a focus on providing comprehensive financial targeted experiences to customers while prioritizing
solutions to its clients. online engagement and societal impact.. Testimonials
LOGO UNDER Riding the Adtech support. Their team of experts took the
“I can’t thank Bajaj Capital enough for
their invaluable financial advice and
time to understand my goals and risk
the Lens WAVE tolerance, and developed a customized
investment strategy that has yielded
impressive returns. I would highly
Bajaj Capital Ltd.’s logo features a bold and modern font,
recommend Bajaj Capital to anyone
with the colors red and yellow that represent energy, Bajaj Capital has made significant strides in utilizing looking to achieve financial success.”
prosperity, and good fortune. The choice of colors reflects cutting-edge technology to market our brand, through - Nisha Parma
Bajaj Capital’s commitment to helping clients achieve sophisticated data analytics, targeted digital advertising
their financial goals. The logo also incorporates a touch campaigns, and dynamic social media engagement. This “Bajaj Capital’s unwavering
commitment to customer satisfaction
of Lord Ganesha, a revered Hindu deity who symbolizes relentless focus on innovation and customer-centric
and personalized service has truly
new beginnings, success, and overcoming obstacles. The digital strategies has enabled us to connect with our
set them apart in the industry. Their
use of Lord Ganesha in the logo represents Bajaj Capital’s customers in authentic, meaningful ways, while delivering
financial advisors are knowledgeable,
approach to financial planning, where they help clients unparalleled value and personalized service. approachable, and always available to
overcome financial obstacles and guide them towards answer any questions or concerns. I am
success. The logo’s identity has played a significant role proud to be a repeat
in reinforcing Bajaj Capital’s brand equity and creating a customer and will continue to entrust my
strong association with its values of trust, reliability, and
customer-centricity. ?? ?? ?? ?? ?? ??? ??
2022
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However, Saridon’s quietness on the communication front In a category where rational communication rules the
BRAND in past few years resulted in a decline in brand share. We roost, we uncovered a fresh emotional insight tapping on
a deep cultural mindset that set us apart from competitors
identified a new growth opportunity with young adults
Early Stages and built relevance with them. This triggered growth both and unlocked growth for us.
in business and mind measures for us.
Saridon was introduced in 1933 by Hoffmann La Roche
in Switzerland. Today, it ranks as the undisputed No.1
headache relief brand in India. It was initially launched as a
reliever for all kinds of aches and pains including toothache,
bodyache, headache etc. Later it appropriated itself as a
headache specialist. Launched over 50 years ago in India.
The promise of quick relief has been established through
consistent communication – just one Saridon is enough.
The jingle – Sirf ek Saridon aur sardard se aaram, is now
indelibly etched in the consumers’ minds.
Present-day
BRAND
PLATFORM
Saridon’s core positioning of quick relief from headaches
has never changed – or been challenged by market forces.
A holistic media approach on Saridon has been
helping drive recall and consideration across
various consumer touchpoints. The key is to be
present across contemporary media platforms
in a manner that is palatable to consumers as
‘people’ and helps the brand comes across as a
trust-worthy partner. SANDEEP VERMA
Country Division Head,
Consumer Health
FUTURE BRAND
Speak
LOGO UNDER Branding Trends “At Bayer, we are committed to
Consumer healthcare has seen a tremendous evolution
positioning self-care as the topmost
the Lens globally. As we step into a new year, consumerism will priority by making everyday healthcare
easily accessible. For over 50 years,
evolve further to consider health, hygiene and self-care
as top-of-mind factors in purchase decisions. consumers all over India have relied on
The Saridon blue is a patented colour by Roche and is Saridon to fight headaches. We want
to motivate people to stop hiding their
known as the Saridon blue. This colour clearly demarks
headache but instead act on it through
product stand out on clustered pharmacy shelfs. Due to Riding the Adtech moments in life are the ones that are
the Saridon packaging as one of a kind. It helps the
their trusted ally Saridon. The best
colour, revert to Saridon communication and messaging. WAVE getting rid of headaches, we want them
the colour being the same for a very long time, consumers
lived pain-free and when one thinks of
have started identifying it with Saridon and through the
to think of Sirf Ek Saridon”
Sandeep Verma, Country Division Head,
Consumer Health, Bayer India.
Saridon has recently launched ‘Saridon Aarampur’,
Breakthrough a unique digital AI voice detection based Interactive CUSTOMER
Voice Response (IVR) platform to provide pain relief
CAMPAIGN solutions and entertainment for young adults. Since Testimonials
correct self-management is possible only when
consumers have access to accurate health information,
Aarampur serves as a one-stop information hub to
In a professional environment, the
Our relaunch campaign, ‘Sar Dard Chupao Nahi, Mitao’ increase consumer confidence in self-managing a
hot milk & sleep combination doesn’t
positioned us as the first line of defense for relieving headache. The added attraction is the infotainment
work for me as per my mother’s advice.
headaches. The genesis of the campaign rested in its this outreach includes to lighten the information focus. Quickly must get back to work. That’s
category first insight that young adults choose to silently The helpline 7045201111 can be accessed by anyone why as an effective solution, my friend
suffer from the pain instead of acting on it. with a mobile phone anytime. recommended Saridon. Now, my mom
also encourages me to take Saridon.
28 y, F, works in Fintech BPO, Pune
I feel responsible for my kid’s growth
and family’s dignity. Prolonged headache
makes me out of control. That’s why I
sleep it off. But when it’s severe, I quickly
take a Saridon. In 10-15 mins, it works
like instant magic relief for me. It helps
me be there for your kids.
33 y, housewife, Kolkata
www.1mg.com/information/saridon
206X116MM
2022
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BRAND human values of - Love, Care, Share, Hope, Help and our communication is to inculcate and encourage the
Joy.”. These 6 strands constitute our DNA and we expose
concept of giving back to the society while staying on
Early Stages these traits in all our communication. The purpose of all top of fashion and cultural trends
Salman Khan is a person of great generosity who
engages in a significant amount of charitable work.
He established the BH Foundation to assist those who
are less fortunate. The Foundation’s primary objective
is to provide educational and healthcare assistance to
the underprivileged. Through supervised programs and
initiatives, the Being Human Foundation endeavours
to save lives and safeguard the most vulnerable and
fragile children. The organization is also dedicated
to education, seeking to empower underprivileged
children to shape their own lives.
The central idea was to take this important aspect of
his life mission forward by creating a clothing brand, with
177X121MM
steady revenues, that could be channelized into charity.
Present-day
BRAND
PLATFORM
The being human brand embodies the six positive
In its 17-year journey, Campus as a brand
86X77mm 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. SANJEEV RAO
We believe that the future will witness CEO
more scope and recognition towards localise
marketing, engaging content related to
gaming, and collaborations with brands having BRAND
LOGO UNDER similar vision to increase engagement with Speak
target audience.
the Lens hashtags and Whatsapp fashion encompasses much more than
At Being Human, we understand that
Traditional Media : Television (high impact just physical appearances, it is also a
way to express the inner self. We are
In order to convey the message that our brand is “the announcement in Big Boss) Print, Radio, Outdoor,
driven by our brand values of Love,
brand with a heart,” it was essential to incorporate a Airports Branding, Bus Branding
Care, Share, Hope, Help and Joy. What
heart into our logo.
resonates with our customers the most
Our band name had to complement our logo and is the fact that we have been able to
conveys the 6 straits of our DNA – Love ,Care, Share, become a brand that is amongst the top
Hope Joy and Help. These 6 are basic human virtues - FUTURE in its category of casualwear while being
hence the name “Being Human” socially conscious-In fact, it is our aim to
imbibe social consciousness in the very
Branding Trends DNA of our products and stakeholders.
Millennials today want to engage with
Breakthrough The brand envisions being an international label, brands where they know their purchases
will contribute to a positive impact, and
CAMPAIGN with a presence in several countries. The brand’s core best choices in terms of styling, pricing
they don’t want to compromise. They
philosophy of philanthropy will remain intact while
want to buy from brands that offer
striving to be at the forefront of fashion, style, and
quality. The brand will ensure that there is no conflict AND are a force of good for society-
Being human customers recognize this
At Being Human, we take pride in the success of the between these aspects.
collective benefit that our brand offers.
Salman Khan Birthday campaign. The main aim of this
campaign was to transform “Salman Khan’s Birthday” into
a brand property, which is exclusive to BH and reflects
Salman’s affection for all our customers. While the event Riding the Adtech
Messaging: The key message of the campaign was WAVE
is a grand celebration, its primary objective is to increase
footfall and drive sales.
that Salman Khan would bear 50% of the bill as a return
gift and in turn accept the love and adoration of his fans. As a fashion brand we have to keep abreast of technology.
The Brand spoke in the language of fans, hinglish. Created Also our audience of GenZ and Millennials are very tech
resonance with customers - with gen Z and millennials, with savvy. We have made use of adtech in the following ways
the “#Bhai Ka Birthday Hai” bash catch-phrase. Website and Ecommerce -online shopping with payment
Media : High Impact integrated marketing campaign gateways Single view of customer across online and offline
that involved the following media. channels (track the footprint) across all the mediums
Online : Display Ads, Facebook , Instagram , Youtube, We use social media for influencer marketing and peer
Influencers (large reach influencers - 30+, ~50 Micro- group marketing. We track our consumer complaints on
Influencers, and all handles of Salman Khan), Twitter social media via ORM . w w w . c a m p u s s h o e s . co m
200X112mm
2022
5 EDITION
TH
BRAND of-the-art IT office spaces. The current demography of sustainability and use of the latest technology has helped
Bhutani Infra is a mix of businesses, entrepreneurs, and
the brand stand out in a crowded market, and establish
Early Stages investors who value innovation, quality, and sustainability itself as a leader in the commercial real estate industry
in India.
in their real estate investments. Bhutani Infra’s focus on
Bhutani Infra is a renowned commercial real estate
company that is playing a pivotal role in shaping the
skyline of NCR. The foundation of the company was laid
in 1985 by Prem Bhutani and Anil Bhutani and it focused
on building office complexes in the city. In 2005, Ashish
Bhutani took over as the CEO and continued the legacy
of his predecessors. Bhutani’s vision and ambition have
been the driving force behind the company’s remarkable
success. Today, Bhutani Infra is regarded as one of the
pioneers in the commercial real estate sector, and its
contribution to the development of urban India is highly
appreciated. 176X117mm
Present-day
BRAND
PLATFORM
Bhutani Infra has expanded its portfolio beyond
traditional office spaces to include upscale real estate
projects in the retail, commercial segments, and state-
Bhutani Infra’s core focus is creating value for
the end customer through technology and
innovation. Quality over quantity is a strategy
85X97mm that has brought success to the brand in recent
times. Every project is seen as a landmark that
will attract customers, and concentrating on
a smaller number of projects at a time allows ASHISH BHUTANI
the brand to think innovatively and deliver CEO
lasting value. In the real estate sector, delivering
sustainable projects that are relevant and
futuristic is key, and Bhutani Infra is constantly
BRAND
striving towards that goal.
Speak
audiences. The “Is Tarah Uncle Ji Ne Kia Upgrade To
LOGO UNDER Bhutani” campaign, which highlighted the affordability Within the next five years, the focus of the
brand would be to enter into the luxury
of commercial real estate for mid-sized enterprises,
residential segment along with creating
was particularly successful. By innovating their content
beautiful commercial spaces that are set
the Lens strategy and delivering authentic messaging, Bhutani to change the face of real estate in India.
Infra has built a strong brand identity within the industry,
Our vision is to become a torchbearer of
cementing their position as a leading commercial real
innovation and excellence.
The Bhutani Infra logo was designed to embody the estate developer.
brand’s core values of innovation, growth, and forward-
thinking in commercial real estate development. Our
goal was to create a simple, elegant, and timeless logo FUTURE
that best represented our brand.
our brand’s ascending growth. We selected black and Branding Trends
The upward-pointing triangles in our logo symbolize
white as our primary colors to convey professionalism,
reliability, and sophistication. Our choice of a clean and Digital platforms are set to become the central marketing
minimalist font conveys modernity and a strong brand platform for real estate in the future, providing greater
identity. Our logo has become a recognizable symbol of reach and the ability to connect with the target audience.
our innovative and concept-based commercial spaces. Social media and video streaming platforms are expected
It has helped us establish a strong brand presence in to further revolutionize property marketing, making brand
the industry and reflects our commitment to providing presence on such platforms essential for success. We are CUSTOMER
sustainable and concept-driven commercial real estate also exploring metaverse and AR video for better projects
Testimonials
developments. experience to customer.
Riding the Adtech Investing in the Alphathum project has
Breakthrough strategic location, the property has given
been a satisfying experience. Given its
CAMPAIGN WAVE Best investment plans at affordable rates.
good return on investment.
Very professional team.
Bhutani Infra has effectively utilized video platforms such
Bhutani Infra’s 360-degree integrated marketing as YouTube and social media platforms like LinkedIn and Invested at Cyberthum Noida Sector
approach has successfully created an honest connection Instagram to connect with its customers. The aim is to 140A and highly satisfied with the
with customers across all touchpoints. The brand’s diverse educate customers about the company’s latest offerings experience provided by the sales team.
campaign strategy, including print ads, radio, blogs, and maintain a personal connection with the audience
and social media, has been instrumental in engaging through technology. w w w.bhutanigroup.com
Birla Aerocon ceaselessly works with its
customers to understand their needs and
provide appropriate solutions that result in
vital consumer benefit.
2022 Birla Aerocon products have been specified
as mandatory for construction in many iconic
5 EDITION
TH
projects and government projects. AKSHAT SETH
MD&CEO
FUTURE
LOGO UNDER Branding Trends BRAND
Speak
the Lens The introduction of new materials, building technology, The use of innovative construction
digitization, and inclusion of cutting-edge technologies
like AI have today transformed how buildings are technology can save time.
Birla Aerocon represents the changing lifestyles of conceptualized, planned & built. Birla Aerocon products can be used in
consumers and focuses on the growing concern for It is integral to have technologies that can be used to almost all kinds of interior & exterior
building applications without any hassle.
with customers to understand their needs and provides One of the most important brand values of Birla environment improvement. build houses rapidly but at affordable rates.
Hence these readymade, easy-to-
Birla Aerocon brand become the benchmark brand in
BRAND appropriate solutions that result in vital consumer benefits. Aerocon is to support its stakeholders ranging from the building materials industry with the introduction of completion of construction in lesser time.
use products help in the hassle-free
Today, a number of leading builders and developers
engineers, policy makers, carpenters, masons, labourers
Early Stages highlight the use of Birla Aerocon to promote their projects. to construction workers. innovative and cutting-edge products and solutions.
With continuous development and innovation for Riding the Adtech
progressive growth, Birla Aerocon has taken positive
A part of the CK Birla Group, Birla Aerocon is an integral steps towards being ready to be a completely Green WAVE CUSTOMER
brand of HIL. The head office is situated in Hyderabad, brand in the near future.
Telangana State. The CK Birla Group is a growing US$ 2.8 Today, Birla Aerocon stands tall with an indefatigable Testimonials
billion conglomerate that has a track record of enduring commitment to being the smart and the right choice to Birla Aerocon has taken the lead in training and orienting
relationships with renowned global companies. save planet Earth. contractors, masons, carpenters. etc. of the infrastructure Birla Aerocon products are best in the
A leader in Green building products and a one-stop and construction industry. industry and these are eco-friendly that
solution for all building needs, Birla Aerocon is committed The training imparted by Birla Aerocon’s team of helps to save the environment.
to building a dream nation with Green building solutions Breakthrough experts in technical solutions involves workshops and Virendra Singh
for a greener and better. Birla Aerocon range consists of skill upgradation through digital platforms. Birla Aerocon brand is the industry
CAMPAIGN and cutting-edge products that are
Dry Walling Solution and Wet Walling Solution. pioneer to introduce many innovative
Present-day Birla Aerocon has continued its successful presence on environmentally friendly.
Dheeraj Reddy
BRAND digital platforms, connecting with its major influencers
and end customers. This helped create an awareness
about the legacy of the brand, and the quality, usability
PLATFORM and versatility of the products, while also educating the
audience on modern technologies of construction. Also,
Birla Aerocon managed to successfully drive digital sales
via e-commerce platforms such IndiaMart. Birla Aerocon
Over the last twenty years, Birla Aerocon products have regularly participates in national and international
evolved Hospitality & Leisure and undergone rapid exhibitions that focus on specific target audiences.
technological innovations. Birla Aerocon works closely w w w . h il . in
Birla Aerocon ceaselessly works with its
customers to understand their needs and
provide appropriate solutions that result in
vital consumer benefit.
2022 Birla Aerocon products have been specified
as mandatory for construction in many iconic
5 EDITION
TH
projects and government projects. AKSHAT SETH
MD&CEO
FUTURE
LOGO UNDER Branding Trends BRAND
Speak
the Lens The introduction of new materials, building technology, The use of innovative construction
digitization, and inclusion of cutting-edge technologies
like AI have today transformed how buildings are technology can save time.
Birla Aerocon represents the changing lifestyles of conceptualized, planned & built. Birla Aerocon products can be used in
consumers and focuses on the growing concern for It is integral to have technologies that can be used to almost all kinds of interior & exterior
building applications without any hassle.
with customers to understand their needs and provides One of the most important brand values of Birla environment improvement. build houses rapidly but at affordable rates.
Hence these readymade, easy-to-
Birla Aerocon brand become the benchmark brand in
BRAND appropriate solutions that result in vital consumer benefits. Aerocon is to support its stakeholders ranging from the building materials industry with the introduction of completion of construction in lesser time.
use products help in the hassle-free
Today, a number of leading builders and developers
engineers, policy makers, carpenters, masons, labourers
Early Stages highlight the use of Birla Aerocon to promote their projects. to construction workers. innovative and cutting-edge products and solutions.
With continuous development and innovation for Riding the Adtech
progressive growth, Birla Aerocon has taken positive
A part of the CK Birla Group, Birla Aerocon is an integral steps towards being ready to be a completely Green WAVE CUSTOMER
brand of HIL. The head office is situated in Hyderabad, brand in the near future.
Telangana State. The CK Birla Group is a growing US$ 2.8 Today, Birla Aerocon stands tall with an indefatigable Testimonials
billion conglomerate that has a track record of enduring commitment to being the smart and the right choice to Birla Aerocon has taken the lead in training and orienting
relationships with renowned global companies. save planet Earth. contractors, masons, carpenters. etc. of the infrastructure Birla Aerocon products are best in the
A leader in Green building products and a one-stop and construction industry. industry and these are eco-friendly that
solution for all building needs, Birla Aerocon is committed The training imparted by Birla Aerocon’s team of helps to save the environment.
to building a dream nation with Green building solutions Breakthrough experts in technical solutions involves workshops and Virendra Singh
for a greener and better. Birla Aerocon range consists of skill upgradation through digital platforms. Birla Aerocon brand is the industry
CAMPAIGN and cutting-edge products that are
Dry Walling Solution and Wet Walling Solution. pioneer to introduce many innovative
Present-day Birla Aerocon has continued its successful presence on environmentally friendly.
Dheeraj Reddy
BRAND digital platforms, connecting with its major influencers
and end customers. This helped create an awareness
about the legacy of the brand, and the quality, usability
PLATFORM and versatility of the products, while also educating the
audience on modern technologies of construction. Also,
Birla Aerocon managed to successfully drive digital sales
via e-commerce platforms such IndiaMart. Birla Aerocon
Over the last twenty years, Birla Aerocon products have regularly participates in national and international
evolved Hospitality & Leisure and undergone rapid exhibitions that focus on specific target audiences.
technological innovations. Birla Aerocon works closely w w w . h il . in
2022
5 EDITION
TH
and mixed use properties and to be amongst the which contribute to more than 65% of the overall
BRAND top 3 real estate companies in India. The company absorption in terms of value in the country. ‘Putting
is headquartered at Mumbai and currently has
the customer first and at the center of everything
Early Stages regional offices in NCR and Bangalore. Our core that we do’ is the core value of Birla Estates and the
larger Birla Group.
markets are Mumbai, Bengaluru, NCR and Pune
Birla Estates Private Limited is a 100 per cent wholly owned
subsidiary of Century Textiles and Industries Limited, the
Company with a presence in textiles and pulp & paper, now
a part of the Aditya Birla Group.
With over 100 years of legacy, Century Textiles &
Industries Ltd. forayed into real estate with Birla Estates in
2016. The initial focus of Birla Estates is the creation of a
strong brand in real estate largely through development
of premium/higher mid-income residential housing in
identified land parcels owned by the Group as well as
through Joint Ventures with landowners.
Present-day
BRAND
PLATFORM
In the long term, the company is focused on
developing world class residential, commercial
We design our products through deep and
scientific consumer insight. The endeavour
is to not just provide the stated needs of the
customer but to also think and imagine the
future requirements of the customer and plan
and provide for those today in the project.
K. T. JITHENDRAN
MD & CEO
Riding the Adtech
WAVE BRAND
Breakthrough Speak
CAMPAIGN At Birla Estates we have always tried to be one-step and the growing economy are driving demand
Rapid urbanization, rising household incomes
ahead in terms of analysing data to make better our
for residential, commercial and retail space
communication and offerings to our customers. We
quickly adapted to the digital mode to reach out to across urban centers in India. Further, the
sector is witnessing a series of fundamental
Birla Estates lit up Mumbai’s Skyline with a unique customers and ensure that they still get the same quality
reforms on regulatory and macroeconomic
drone show announcing the launch of their premium sales experience. This strategy is part of an agile and
fronts. All of these are expected to lead to
flagship development, Birla Niyaara. The unique drone resilient business model as in that helps us function like an consolidation in the sector and is expected to
show, comprising of 350 drones was conceptualized agile start-up backed by the might of a stable and credible witness the rise of corporate and organized
to showcase the century old legacy of Birla Group. It corporate. We would be complimenting the prevalent players. The competitive landscape has
highlighted how the brand’s expertise has finessed over style of working with the emerging technologies. changed dramatically. While there has been
generations with innovation, authenticity and reliability. a slowdown in the overall housing market,
corporate players are doing better than ever
The stunning drone show conveyed how the launch of
and are gaining market share.
Birla Niyaara is a precipice of yet another epic journey,
of curated homes and lifestyle and a tower that will
be as iconic as the mills, on the same land where the
journey started. CUSTOMER
Testimonials
FUTURE Experiencing your company’s efficiency and
professionalism first hand, we know why
people speak so highly of the Birla Group
Branding Trends Rajat Ray, Customer, Birla Navya
Thanks to your Birla Estates’ team also for
In real estate, digitization will dominate house tours, the excellent teamwork displayed during
property administration, transactions, capital allocation Birla Vanya phase 2.0 launch.
and even consumption habits. Advances in artificial Subhash Chandra Jha, Customer, Birla Vanya
intelligence (AI), virtual reality (VR), and augmented
reality (AR) are also driving the creation of fresh My first visit to Birla Tisya was good and the
subsequent visits always better and more
opportunities and improving the client experience. This
comfortable. It further convinced me about
has compelled developers to adopt VR technology to
my decision to be part of this project as
allow potential house buyers to take an online virtual justified on all fronts – project, people and
tour of the properties using 3D apps. Online open perfect preparation
homes, virtual bookings, and augmented reality tours C. Bhagawathy, Customer, Birla Tisya
are paving the way for luxurious homes with hi-tech
interiors w w w . b i r la e s t a te s . c o m
2022
5 EDITION
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as per customers preference. No two Bonito homes are
BRAND the same as we do not follow a catalogue route. With
designer tie-ups we also made celebrity-designed home
Early Stages more accessible, that make us one of a kind brand in our
domain.
“Founded by a group of six friends way back in 2012,
Bonito Designs was set up as a factory that would give
life to beautiful interior designs for residences. In 2017
the brand shifted its business model and adopted the
agency model to design and execute projects driven by
tech engagement. In 2019, the brand raised an equity
from Tomorrow Capital, followed by an investment by
Lodha Ventures in 2020.
The brand caters to new home buyers who are looking
out for personalised interior design services.”
Present-day
BRAND
PLATFORM
As a challenger brand, we came with a strategy and a
model that will make us stand out and create a niche.
We are only into full home interiors that are personalised
“The biggest lesson that we have learnt is
“create a differentiation”. One does not have
to follow what others are doing in the industry.
Identify your strengths and stick to them.”
Breakthrough AMIT PARSURAMKA
CEO
CAMPAIGN
BRAND
“Make your limited edition home - You are unique so
should be your home. Speak
The campaign captures the very essence of Bonito At Bonito we are all working towards
LOGO UNDER Designs i.e. personalised design.” organisation the biggest player in the
a common goal - making the
Interior Design Space. We have set
the Lens FUTURE Bonito works towards achieving. It’s more
certain milestones and the entire team at
in the logo. Its structure and design are sacred. The Branding Trends of a culture here.
“Everything that Bonito Designs stands for is embodied
symbolism of the ladder/steps and infinity represents
Innovative Expansion And Endless Possibilities. Brands will no longer be just about visual identities;
The fact that we do not have any constraints has been The future of branding will be about understanding
one of our greatest strengths as a company. This path customer pain points, resolving them and providing
uncovers a place that is vast, taking into mind the many a great experience. With technology, personalised
opportunities that we could bring to the table for both communication will take a leap. Relevancy will prevail,
our team and our customers. but brands need to be more accessible, responsive CUSTOMER
The colour Warm Red is associated with being and interactive. In the case of an industry like ours, a
innovative, bold, and warmth, & Charcoal Blue is smooth online to offline engagement will play a key role
associated with premium quality and elegance.” in delivering an experience that the customer has not Testimonials
imagined.
While there are numerous testimonials
that speak volumes about our service,
delivery etc. the best ones are in the form
Riding the Adtech of referrals and in some cases a repeat
order for their second home.
WAVE - Ravi Verma, Bonito Designs Customer
The design has turned out the way
we wanted it, so we have fallen in love
We are a tech enabled brand, and with growing with this house.
– Lalitha – Bonito Designs Customer
penetration of digital in marketing, one can’t ignore
the Adtech wave. Moreover for a brand like ours which
The end result is beautiful. We have
is into the business of personalised Home Interior found our dream home
designs, Adtech proposes immense opportunities. – Mrs. Pavithra,
Our future campaigns will focus on different customer Bonito Designs Customer
cohorts, for personalised and behavioural targeting
through various channels. w w w . b on it o .i n
2022
5 EDITION
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with Style, Comfort and Durability, bringing the best millennials and GenZs. We have established an expansive
BRAND global designs and technology to India. Our brand’s omni-channel experience with a pan-India distribution
pillars are celebrating fashion and lifestyle, confident
network that is spread across trade distribution and
Early Stages self-expression, and promoting movement. We focus direct-to-consumer channels with over 425 distributors
and 20,000+ retailers.
on trends which resonate with the personalities of
The journey of Campus began in the financial year
2005-06 (FY 06) in Delhi and has crossed many grand
milestones to become India’s one of most preferred
footwear brand. From a very modest beginning, we have
created India’s fastest growing sports and athleisure
footwear brand. Even when we were a very small player
in the industry, we had successfully instilled the culture
of innovation in terms of product design, distribution,
marketing and branding. We wanted to think afresh, try
bold new ideas and grab more eyeballs, especially from
the young generation of India.
Present-day
BRAND
PLATFORM
Since 2005, Campus has been an integral part of the
daily active lifestyle of Indians. The brand is synonymous
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
the Lens manufacturing and sales. Data from
us to capture significant inputs for
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
optimism, ethics, integrity, and is driven. The “Bolt” Riding the Adtech
adapts fast, thinks outside the box, demonstrates
WAVE CUSTOMER
represents these 6 values of the brand, perfectly.
Breakthrough Campus’s digital systems enable us to capture significant Testimonials
CAMPAIGN inputs for manufacturing and sales. Data from these systems A shoe malfunction made me stop at
is analysed to understand consumer trends, inventory and
the nearest store today- you can guess
sales positions and plan our marketing and sales activities.
which one @campusshoes. Was totally
As these systems generate further data, they will allow us a
surprised by what I found. Got me
In 2021, Campus introduced the ‘What’s Your Move’ better understanding of consumer preferences.
thinking - tough being an Indian brand
campaign showcasing the Global Giri 2.0 collection,
amidst the MNC marketing onslaught.
inspired by global designs that cater to young Indians We have some good products being
and their global aspirations. The ad showcased dancers, made right here in India.
tutting with Campus shoes on their hands. Shot in Istanbul, Surabhi Upadhyay
with music by renowned ‘Gully Boy’ fame Dub Sharma,
it resonated with the youth, as music and dance are at Is anybody here, who is #Campusshoes
the centre of their social lives, helping establish Campus fan like me?@Campusshoes
Honestly, they make excellent quality
as a brand creating international designs for India. The
shoes. Saying by experience.
campaign was recognised at the APAC Effie Awards 2022,
Mithilesh Kale
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
5 EDITION
TH
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