Essel Group is among India’s most prominent conglomerate having diverse business presence across media & (Zee) entertainment, packaging (Essel Propack), Education & Technology and having worldwide operations with 8000 employees.
YOUNG was hired for launching the Groups new verticals dedicated to Utilities, Infrastructure and Cable & Broadband. The brief was to create a brand name and identity that will position the Organisation as forward looking, yet easy to comprehend for the consumers who were largely from Tier 2 & Tier 3 markets.
Our team first set out and visited each of the location across India where the Utlities division had already commenced operations or had acquired an existing player. Initially the services were operational in Nagpur, Madhya Pradesh, Aurangabad, Gwalior etc. with a future plan to launch in Metro’s like Mumbai, Delhi and other cities. Interactions with consumers, employees & other associates led to the creation of a simple brand thought suggested below:
Another important aspect was that the company was heavily investing into technology for aggressively improving the product, services & distribution. While every organization takes cares of some customer need or the other, it takes a rare breed of organizations to cover a whole breadth of needs and that too with perfect efficiency. Since utilities included several categories such as Power Distribution, Water Distribution, Piped Gas supply, Solid Waste management & Cable Broadband, we choose to give importance to each of these independently for a stronger category association.
The inspiration for this Identity is rooted in an entity of nature that nurtures mankind with a seemingly endless chain of solutions. A humble tree. Naturally, the mnemonic takes the varied services of the organization and assumes the shape of this forever nurturing creation of nature.
The brand identity is seamlessly utilized for the utility company as a conglomerate while individual verticals have the flexibility to us individual pneumonic for their respective businesses. The brand attained extremely high recall within the markets where operations had commenced. The name Smart Utilities gave it an edge with over competition and more importantly with consumers.
Brand Identity, Brand Strategy, Advertisement Campaign, Media Plan, Marketing Collaterals, Webpage
