Bajaj Electricals Design & Branding BRANDING by Indi


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Industry Banking & Financial Services
Media Design & Branding
Market India
Agency Indi
Creative Director Sudhir Sharma
Released August 2010

Credits & Description

Category: Consumer Services
Agency: INDI
Date of First Appearance: Aug 1 2010
Entrant Company: INDI, Pune, INDIA
Entry URL:
Creative Director: Sudhir Sharma (INDI)
Chief Financial Officer: Kuldeep Harit (INDI)
Managing Director: Sanjiv Bajaj (Bajaj Finserv)
Manager: Gaurav Kalani (Bajaj Finserv)
Media placement: Logo Animation Video - For Implementation Of The Brand Identity To All Offices. - 1/08/2010
Media placement: Brand Identity Guideline Manual - For Implementation Of The Brand Identity To All Offices, Printers. - 1/08/2010
Media placement: Marekting Collaterals - Offices, Retail Outlets, Investment Brokers Offices, Advertisements - 1/08/2010

Describe the brief from the client
Create a mother brand for the financial businesses of the group. The group is a very well known and respected brand in automobile business in India. The new brand should continue using the goodwill of this group but must also differentiate itself from the Auto business.

The company is currently engaged in life insurance, general insurance and consumer finance businesses, and has expanded its business by offering a wide array of financial products and services in India. Apart from financial services, the company is also active in wind-energy generation.

Describe the challenges and key objectives
To continue the goodwill of the lineage of the Bajaj Group, but differentiate from the Auto Business. Bajaj Auto is the second largest manufacturer of two wheelers in India and is also one of the most advertised and recognised brands.

Another challenge was that the insurance business of Bajaj Allianz is already the biggest private sector insurance business in India. It has already invested in visibility and is recognised as Bajaj Allianz. Any change in the name would impact this recognition.

Describe how you arrived at the final design
We decided to create a new symbol for the Financial businesses of Bajaj. The distinct symbol would only be used for Bajaj Finserv. We decided to use the same logo that was used by Bajaj Auto for the recognition. We decided to continue using the same colour as it is widely recognised in India.

We created an architecture of sub-brands that spelt the various businesses. Though there are many companies in the Bajaj Finserv, we decided on a monolithic brand architecture, to keep the brand uncluttered and simple for the consumers. The nomenclature was simplified for understanding.

Give some indication of how successful the outcome was in the market
The new branding has become very visible. Bajaj Finserv is counted amongst the biggest financial institutions in India. The new brand is visible in TV advertising, store promotions in malls, at cricket games and touches almost everyone in India now.