Elephant gives an identity to Daimler’s BharatBenz

13 Mar,2012

By A Correspondent


Elephant Strategy + Design has come out with its brand identity for Daimler’s India-specific range of trucks. The association with Daimler is two years old for Elephant, as Ashwini Deshpande, Director for Elephant Strategy + Design explained: “Daimler asked us for expression of interest nearly two years ago. The involvement asked was for development of identity for their India specific range of trucks. We were selected after they were satisfied on stringent global parameters as this was a unique case where the brand and products were to be developed outside Germany.”


She continued, “It was a daunting task to partner with Daimler teams from India & Germany. Daimler owns legendary brands like Mercedes Benz. There was a huge learning in the process of development as the scale & reach of this brand as briefed to us was for making history, for changing the trucking landscape of India.”


The name BharatBenz was chosen as it showcased Daimler’s commitment to the Indian market very effectively. “However, to continue the legacy and yet create a framework for contemporary Indian ethos was a challenge,” added Deshpande.


She also shares that between Pune and Delhi, Elephant has added over 25 new clients in 2011. They include Axis Bank, BCCI (CLT20), Delhi Duty Free, Ericsson, Essar Steel, General Mills, Glenmark Pharmaceuticals, Heinz, Karrox, Mars International, Piramal Realty, Promethean Power, Reckitt Benckiser and Wagh Bakri Tea. Over a hundred projects of varying sizes and impact were executed between Delhi and Pune. Complan re-launch, Experience Strategy and visual language for Axis Bank, strategy, identity and communication for Delhi Duty Free, Visual language for Champions League T20 and innovative cookware ranges designed for Nirlep are some of the highlights. One of their most recent brand assignments was for Britannia NutriChoice Multigrain Thins where the agency designed the shape of the biscuit, the brand and the packaging.


“We have created a character called Adem for Mead, the global giants who probably sell the most number of notebooks in the world. Excitement has come in all shapes and sizes. From notebooks to cricket stadium!” concludes Deshpande.


Going ahead, the agency aims to see action from Service Design. There is also a plan to continue to grow the ongoing practices of product innovation and branding. There will be broader focus on Asia as the Singapore team of Elephant is ready to bring in richer insights.


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