| Piramal Enterprises
2009 REBRAND 100 Winners > distinction
Industry/Sector: Healthcare/Pharmaceuticals
Enterprise Rebrand
Country Base: India
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Nicholas Piramal India Limited (NPIL) was formed when the Piramal Group acquired Nicholas
Laboratories, in 1988. Ever since NPIL has emerged among the leaders in Indian pharma with a
growth fueled through a strategy of acquisitions, brand building and focused selling. Today the
group is expanding itself in different businesses like glass manufacturing, healthcare, clinical
research, etc.
Challenge -
- The Nicholas Piramal group was perceived to be bland, diffused and, on the whole, quite
unremarkable, even though, it is in fact, an extremely distinctive, even unique sort of group.
- To surprise people by presenting the group in a whole new light
Strategy -
- The company had many stakeholders; the attempt was to unify all of them under one Group renamed
as Piramal Enterprises.
- To reflect the Indian roots of the company.
Result -
- By adopting the ancient Indian hand posture practiced in yoga as their corporate mark, the group
now has staked claim on a rich heritage that is in synergy with their belief system.
- An aesthetic hand posture practised in yoga, meditation and dance for more than 3,000 years.
- The thumb and index finger are brought close but do not touch each other, reflecting the attempt
of the company to move towards perfection. The three fingers symbolise the mind, the body and
the intellect – hence the core values:
Karma Yoga (dynamic action)
Gyan Yoga (knowledge)
Bhakti Yoga (devotion, compassion and care)
Credits:
Client: Piramal Enterprises - www.piramal.com
Brand Strategists/Designers: Eureka Moment - www.eurekamoment.in
Director: Shanoo Bhatia, Harkaran Singh Garewal
Designers: Pallavi Manjrekar, Sanket Shah
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