The Essel Group is among India’s most prominent conglomerate with diverse business presence across media & (Zee) entertainment, packaging (Essel Propack), Education & Technology.
YOUNG was hired to launch the Group’s new vertical dedicated to Utilities, Infrastructure and Cable & Broadband. The brief was to create a brand name and identity that would position the organisation as forward looking, yet easy to comprehend for the consumers who were largely from Tier 2 and Tier 3 markets.
Our team first set out and visited each of the locations across India where the Utilities 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 Metros like Mumbai, Delhi and other cities. Interactions with consumers, employees and 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 to aggressively improve their products, services and distribution. While every organization takes cares of some customer needs 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 chose 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- the 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 was seamlessly implemented for the utility company as a conglomerate, while individual verticals had the flexibility to use 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 over competition, and more importantly, with the consumers.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.