226 Matching Annotations
  1. Mar 2024
    1. Colour guide:

      Change the title to 'Brand communication'. Along with colourbook, add POS communication like posters, outdoor and shop signage too.

      @mahin, please take Rahul's help in collating the following and creating suitable mockups:

      1. Indigo colourbook mockups (cover and inside pages: take the latest from Shireesh/Yashwant)
      2. Frizzy hair hoarding (take from Sachin)
      3. Add these posters: Bright ceiling coat (the woman wearing shades), Rap song posters (MSD & Zebra), Exterior Emulsion (MSD and painter), PU Enamel (Painter), D&W Exterior Laminate (MSD & Mohanlal)

      (Shift this below the Brand Architecture and Packaging sections, right above the video section)

      (The video section should play videos only from this playlist on the chlorophyll YouTube channel: https://youtube.com/playlist?list=PL_aQkJXTi5aCjqLCVB-_DmkhOwvYJeUnQ&si=_BrYn7Z52Obcd0J9)

    2. Indigo Paints wanted to set up tinting machines at semi-urban and rural India paint stores.The biggest hurdle: many of these stores were already using tinting machines from other paint companies.
A small constraint: the limited space available at these stor

      Change the entire copy to this:

      The context

      Indigo wanted to set up their own tinting machines (machines that help you create shades as per your choice) at paint stores in semi-urban and rural India.

      The challenge

      Several stores were already using tinting machines from other paint companies.

      A small constraint: the limited space available at these stores.

      chlorophyll's solution

      chlorophyll innovation lab conducted a collaborative session with the Indigo team and created a brilliant solution: Sell the tinting machine as a total business package, and not as yet another tinting machine.

      Another solution that emerged from the session was clubbing the computer and the tinting machine into one sleek space-saving unit.

      The tablet installed on the machine was detachable and could be used for other purposes such as accessing Indigo’s colour app or browsing through its brochures.

    3. chlorophyll created unique, own-able packaging for Indigo using zebra stripes.New packaging system indicating the position of a product in the price-quality hierarchy.

      change to: chlorophyll created unique, own-able packaging for Indigo using colourful zebra stripes.

      The new packaging system also indicated the position of a product in the price-quality hierarchy.

      1. The Indigo Bronze Series (with white or grey colours on the packs)

      2. The Indigo Silver Series (with bright, vibrant colours on the packs)

      3. The Indigo Gold Series (with dark backgrounds on the packs)

      4. The Indigo Platinum Series (with a range of metallic shades on the packs)

      (Replace the images below with a range packshot image).

      @Mahin take the image from Sunil. He would have it in the packaging creds.

    4. Indigo Paints had four different brands. chlorophyll helped Indigo simplify the brand architecture: reduced four brands to one.

      change to: Indigo had been using different brand architectures for different products. chlorophyll helped it create a monolithic architecture across all products with 'Indigo' being the only brand.

    5. lorem ipsum lorem ipsumlorem ipsumlorem ipsumlorem ipsumlorem ipsumlorem ipsumlorem ipsum

      use this: chlorophyll created Zebro, an own-able mascot that emerged from the brand's ideantity™.

      The mascot became a popular brand asset thanks to its consistent usage in TV commercials, social media, POS communication and the website.

    6. a multi-coloured zebra, as a mascot, represents the ‘unexpected’.

      Change to: A zebra with coloured stripes (instead of the usual black and white) that represented 'surprising solutions'.

    7. Indigo Paints had three identities. Based on the Brand Core the new ideantity™ was creat

      Change the entire line to this: Before chlorophyll's intervention, Indigo had been using three different identities.

      chlorophyll created a new ideantity™ of two parts that reflected the Brand Core.

    8. Bra

      Before 'Brand Core' add this text: After analysing the research data and the brand owners' perspectives, chlorophyll encapsulated what brand Indigo Paints stood for in one crisp line (which we call Brand Core). We have reworded it for confidentiality.

    9. uture.

      Change the text in the box below to this: During our research, we realised that Indigo launched only best-in-class products. They had introduced many industry-first products like rooftop paints, ceiling paints and floor paints.

      (Delete the existing second para and graphic of a house)

    10. We conducted extensive research with the brand owners, distributors, dealers, contractors, and painters to understand their motivations and expectations from a paint company.

      change to: We first organised a session with the brand owners who expressed their perspectives of the brand. This was followed by an extensive research exercise that involved stakeholders like dealers, distributors, contractors and painters.

    11. Indigo Paints, based in Pune, Maharashtra, is a leading Indian paint company launched in 2000. Initially focusing on lower-end Cement paints, the company expanded to offer a diverse range 
of water-based paints like Exterior Emulsions, Interior Emulsions, Distempers, Primers, and more. The company is celebrated for introducing distinctive and groundbreaking products that redefine industry standards.

      change to this: Headquartered in Pune, Maharashtra, Indigo Paints is a leading Indian paint company launched in 2000. The company initially focused on lower-end cement paints and later expanded its operations to offer a diverse range of water-based paints like exterior and interior emulsions, distempers, primers and so on.

    1. eam

      Change the team order as follows:

      (chlorophyll team order)

      Kiran Madan Rajeev Maria

      Pooja Vidya Rochna Chitresh

      Khushboo Gaurav Shaurya Tanishka

      Shyam Mukesh Sandesh Pankaj

      Shireesh Kaustubh Aftab Rahul

      Shrishti Raj Ayush Swetha

      Mahin Utkarsh Yashwant Mahesh

      Sunil Sachin Atul Mahesh Shigvan

      Umesh

    1. chlorophyll helps you “Mind the Gap” between brand strategy and brand execution. It uses its proprietary brand tools and models to first clearly define the brand and then align other aspects of the brand to what it stands for.

      Change this entire copy to:

      chlorophyll believes that branding is essentially about alignment.

      It uses its proprietary brand tools and models to first clearly define the brand and then align all its aspects to this definition.

    2. achieves this objective by providing all brand engagement tools, from definition to implementation, under one roof, and using them to align every aspect of business to one single idea.

      Change to 'It uses its proprietary brand tools and models to first clearly define the brand and then align other aspects of the brand to what it stands for.'

    1. owcase

      Add this copy below:

      our showcase

      chlorophyll has created, transformed or translated over 400 brands.

      Here are select case studies spanning a spectrum of business types (product, service, corporate), industries (fenestration, e-governance, life insurance, paints) and project durations (from a year to over a decade).

    1. The thought of enabling individuals to explore their ‘wants’ while securing the ‘needs’ of their loved 
ones was captured as ‘Apne Life. Apno ke liye.’When SBI Life did the launch, they asked us to create a script introducing the brand line. We created the script, which was recorded with Kabir Bedi’s voice.

      Replace with this:

      SBI Life's promise of enabling individuals to explore their 'wants' while securing the 'needs' of their loves ones was aptly captured in the brand line 'Apne liye. Apno ke liye.'

      For the launch, chlorophyll created a manifesto that culminated in the brand line, which was recorded in Kabir Bedi's unique voice.

    2. One must b

      Add one line before the actual 'Brand Core':

      This research helped us arrive at an articulation of what brand SBI Life stood for (we call it 'Brand Core').

    3. urs.

      Change the text in the box below with this:

      In our primary and secondary research, we found that there was a shift in the consumer mindset.

      Earlier generations often sacrificed their dreams so their loved ones could fulfill theirs.

      But today's generation, the millennials, believed that they could fulfill their aspirations and the aspirations of their loved ones simultaneously.

      The other shift pertains to the role of life insurance in their lives.

      Rather than being a security provider, today's customers consider life insurance to be an enabler that will help them fulfill their own aspirations and their family's.

    4. Differentiat

      Change the entire copy to: Challenge one: Differentiate brand SBI Life at two levels. One, from parent brand SBI and other entities in the SBI family. Two, from other life insurance brands in India.

      Challenge two: to make the brand attractive to 'Metro Millennials'.

    1. We have reworded NSDL e-Gov’s Brand Core for confidentiality.Brand Core: The speed of our transformation accelerates our growth.

      Replace both lines with this: 'NSDL e-Gov's Brand Core, reworded for confidentiality, is 'the speed of our transformation accelerates our growth'.'

    1. We created this website with two goals in mind: to raise awareness and generate leads. As this brand uses an exclusive fabricator model, it was important to make it easy for fabricators to be found and to present the brand to potential consumers.

      Replace with this: We created this website with two goals in mind: to increase brand awareness and generate leads. As this brand uses an exclusive fabricator model, it was necessary to help visitors find fabricators easily.

    2. One of the outputs of chlorophyll’s brand definition exercise for Eternia was the Brand Archetype.

      Change the line to this: chlorophyll's brand definition exercise involved defining Eternia's Brand Archetype.

    3. Eternia has many world-firsts to its credit. To make the most of these assets, it was decided to turn them into brands

      change the text as follows: Eternia has many world-firsts to its credit. To make the most of these, it was decided to turn them into brand assets.

    4. To thrive huma

      change the entire manifesto text to this:

      Homes exist at the very intersection of two spaces: the inside and the outside.

      When there is a harmonious exchange rather than discord between the two, the inner space which is your sanctuary, gets enriched.

      It becomes a sanctuary where you not only live, but thrive.

      Eternia. A happy union of spaces.

    5. ghts

      Change the first insight text below to this: 'Homes are a combination of the space inside and outside that influence each other and make our experiences richer.

      Second insight: change '&' to 'and'

    6. Develop better understanding of different stakeholders groups, including channel partners, to devise a plan for building sustainable relationships with them

      Develop a better understanding of different stakeholder groups, including... them. (add a full stop)

    7. windows

      Change the entire text as follows: Eternia is a system window brand from the Aditya Birla Group. Launched in 2012, the brand was perceived as a B2B player and did not have a B2C presence.

    1. He authored Planning for Power Advertising: recommended as course material in IIM (A) and AdKatha: a history of advertising Darwin’s Brands, Adapting for Success

      Change to this: He authored 'Planning for Power Advertising' (recommended as course material in IIMA), 'AdKatha: the Story of Indian Advertising' and 'Darwin's Brands: Adpating for Success'.

    1. orporate park,ganpat rao kadam marg, lower parel, mumbai 400 013, india

      Change the address to this: city hall, utopia city, pandurang budhkar marg, lower parel, mumbai 400 013, india.

  2. Feb 2024
    1. A 300-page broad m

      Replace with this:

      One of chlorophyll's key deliverables for this assignment was a comprehensive 300-page brand manual.

      It not only detailed out every aspect of the brand strategy, but also had a set of guidelines for each element of communication.

    2. brand SBI Life in

      Replace the entire copy with this:

      chlorophyll also created an own-able and distinctive brand asset that helped SBI Life differentiate its communication from other brands in the category: the brand device of L.

      We created detailed guidelines to maintain consistency in its usage across touch-points, so it lends a memorable look to SBI Life's communication.

    3. chlorophyll cre

      Replace the entire copy with:

      chlorophyll also set guidelines for the consistent usage of existing sub-brands. They were redesigned to resemble the wordmark 'Life' from the brand identity in terms of colours and fonts, so that they contribute to strengthening the master brand.

    4. recommended to go with the monolithic band architecture.

      Replace with this:

      One of chlorophyll's key recommendation was to follow a monolithic brand architecture, which means there will be one single master brand: SBI Life.

      Guidelines were set for all sub-brands or initiative names to build into the equity of brand SBI Life, rather than diluting its impact by attracting attention.

    5. To maintain consistency with SBI, we had to use the SBI visual and wordmark for our new identity. We created a distinct ideantity™ by using an ‘Iconic Pink’ gradient in 
the word mark ‘Life.’ 

The sharp edges of the font used for the SBI Life brand reflect dynamism and forward movement. The brand line captures the promise SBI Life offers to its customers.

      Replace with this copy:

      SBI Life's new identity is a combination of the parent brand's solidity and the modern wordmark 'Life'.

      While the 'Iconic Pink' gradient helps the wordmark 'Life' stand out, the sharp edges of its letters symbolise the brand's dynamism and forward movement.

    6. 2021

      Replace the entire copy with this:

      Differentiate brand SBI Life at two levels: One, from parent brand SBI and other entities in the SBI family. Two, from other life insurance brands in India.