#Debongo Launch PR
[VKC Group is associated with group company Breakthrough Brand & Business Consulting for its Strategy Formulation, Strategy Consulting and Strategy Implementation. This PR story for the new brand of VKC, #Debongo was handled by the Storilines Team of One iDea as Breakthrough Brand & Business Consulting does all its Stories and Press Release content creation through One iDea. This press release was published by all the leading print, broadcast and digital media in India, in English, Hindi and all regional languages.]
Amitabh Bachchan launches #Debongo, India’s new sporty-fashion brand.
The legend of Indian cinema Amitabh Bachchan launches India’s unique sporty-fashion brand #Debongo with a unique campaign ‘You Are You’. The campaign will hit all over India soon.
The range of products under the #Debongo Fashion Brand will include Shoes, Sandals, Sliders and Bags now. Apparel, accessories and other range of products will be added in the next phase. #Debongo will be a unique brand that will represent timeless fashion for all age groups, specifically the teens, the youth and the young at heart. The brand is set to enhance the unique character of those wearing it and blend into their persona.
The character of the #Debongo brand is to create freshness of mind by thinking in a young frame of mind with colours, style and activity. The brand will explore all new range of material for comfort and style that is used by all international brands. #Debongo will be the first brand in the country which will not have a Season’s Sale as all fashion brands have. The brand thought is that the confidence of a buyer who buys a brand on sale will be let down. The brand will be priced rightly so that the customers can buy fresh products without waiting for a sale at the end of the season like other international brands.
“We believe India has a huge potential for an affordable sporty-fashion brand that values the uniqueness of the user and raise their confidence every time they wear it. We want this brand to explore the potential of growing the confidence of every human being through contemporary fashion. We want the brand to highlight the fact that a beautiful India will be a collective of confident people,” said VKC Razak, Managing Director, VKC Group – The brand custodians of the #Debongo brand.
The legend of Indian cinema, Sri. Amitabh Bachchan is endorsing the brand. The ‘You are You’ campaign by the star inspires every human being to be unique and special by having a mindset that believes in their own uniqueness. The unique life and experience of the legend testifies the thought that #Debongo brand espouses.
“We are pioneering an innovation in strategic thinking for the fashion industry by exploring the possibility of a brand to fit into the unique characteristics of the user and enhance their uniqueness rather than the usual pattern of a user fitting into the specific attitude of the brand. This is the essence of the ‘You are You’ campaign. And probably for the first time in a very long time in over four decades, a brand is coming out with a hand gesture as a positive brand symbolism,” said Manoj Matthai, Founder, Strategist & Chief Creative Officer, Breakthrough Brand & Business Consulting.
Brand Debongo expects to place India on the popular sporty-brand fashion map of the world by inspiring other businesses also to look into this new space in a way the Debongo Brand Custodians VKC group led the PU footwear industry to become a popular culture in India.
eFilms Blog
eFilms is a brand owned by The Breakthrough Group. It stands as a separate vertical of the group experiments in films. The primary objective of eFilms is to make Low-Budget-High-Impact Films. This is done through a profound study of the brand involved, a thorough understanding of the strategy, a quest to predict the future market behaviour, and it includes a maze of other challenges, forecasts and solutions.
Why showcase our own brand?
This is a question that will first come to your mind on reading this blog: Why showcase our own brand? First and foremost, it is difficult to showcase films on websites, so we wanted to tell you that if you have this challenge, we have a solution right here. Secondly, it’s a website with a blog. So, we wanted you to check out the blog whenever you have time – you are part of our eFilms audience. Then, most importantly we wanted to address the often-asked question: Should we do a website or a blog?
Websites or Blog?
The answer to this question is pretty difficult because it’s a personal choice of the business leader most of the time. With this statement, we have energised the debate of ‘Client Wants Vs. Brand Needs’, once again. This is an endless debate because business leaders, barring a professional few, focus on their personal choices when they are expected to fulfil the brand needs all the time. Clinically speaking, a blog is better than a website any day because it has the ability to draw the attention of the targeted audience if done as a discipline. People come to you repeatedly if you can have a good blog going.
Brand Blog
But if you want to do a Brand Blog, you need to be meticulous. You need to define your audience and the periodicity with which you can engage them without boring them out. The blog voice must align with the brand voice to a great extent. And the blog feel must have the dedication to carry the brand feel. This is too much of a framework to inspire you to keep going every week. If you cannot find this inspiration constantly, don’t go for a blog. Just do a good website.
But one thing is for sure, in this modern new digital world, you need one of these or both of them – either a blog or a website, or both.
One & Only Corporate Brochure
One&Only is an Interior Design and Contracting brand working at the top of the league in India. Their clientele includes the best brands in the hospitality industry. They have the best of the international brands and the top Indian brands in their client list.
The Big Design Challenge
One&Only brand is a stalwart in design and its execution, in their own high-profile industry. Their clients included Marriott, Taj, O by Tamara and a lot many landmark brands in the industry. Now, we were given the mandate by One&Only to do a corporate brochure. The target audience of this corporate brochure were these big hotel chains – the best in the world. Now, if this isn’t a design challenge for a New Age Digital Branding Company like One iDea, then what else can be?
One&Only Corporate Brochure
We decided to hold the design bull by its horns. We loved the opportunity. And we decided to do one of the best jobs that we could. We researched the brand’s audience. We studied the brand in the contemporary post-covid scenario. We knew a lot about the brand as our group company Breakthrough Brand & Business Consulting had christened the brand, giving its verbal and visual brand identity almost two decades back.
The Corporate Design
One iDea Brand Team decided to use the material that the brand always played with in its execution of design. Thus, the wood and its grains became the cover of the Corporate Brochure. Then, the rest was taken care of with an embossed feel. On the inside we played with cleanliness and the purity of white. With all these design elements, we weaved a storyline that matched with its history and the legacy of creating wonderful interiors with unique tastes. The rest as they say is history, we had appreciation flowing out from the top architects and industry at large.
Chai Chai Lulu Mall
Chai Chai is a power brand in the street-food retail industry at Trivandrum, the capital city of God’s own country in India. This One iDea Branded Spaces grew to be one of the largest customer attraction retail outlets with the smallest of spaces. We are proud to mention that our Chai Chai at Lulu Mall is one of the retail outlets in the mall with the largest footfalls every single day.
The Concept of Branded Spaces
Branded Spaces emerged as a point of discussion with Steve Jobs popularising the Apple Stores. Branded Spaces is a concept which is yet to be developed in India. The business houses in India believe that Branded Spaces is in the domain of architecture. This is where Indian businesses travel in a totally wrong direction. First and foremost, they must understand that Branded Spaces are more in the domain of Brand Architecture rather than in the domain of Interior Design and Architecture. Brand is primarily a set of defined feelings. Form follows function is a fundamental principle in architecture. But Form & Function follow Feelings is the fundamental principle in creating power Branded Spaces. It has to be clearly mentioned that the feelings here stand specifically for the Brand Feelings.
The Domain of Branded Spaces
Branded Spaces does not evolve out of Architecture and Interior Design. Branded Spaces evolve out of the Strategy for the business and is tempered with the context of the culture in which the Branded Spaces is placed. So, the Principal Designer who controls the Branded Spaces is the Strategist. The role of the Strategist begins from the floor plan design itself. The Brand Creative Director, the Architect and the Interior Designer only play the support role.
The customer journeyand the customer take out points of the brand to create loyalty play the key role in a Branded Spaces Design.
The Strategy
Chai Chai Strategy was formulated by &Matthai Strategy Consulting. The Strategy was to make the brand a breakout point for fun and laughter in the everyday life of the common man in the neighbourhood. The focus was to rejuvenate the Chai Chai brand lovers with a new energy for their soul over a steaming cup of tea and the privilege of a hot variety of snacks or light meals. The Strategy Implementation was done by Breakthrough Brand & Business Consulting.
One iDea Brand Team
The Branded Spaces production was handled by the One iDea Brand Team meticulously. It requires a Brand Team with the thorough knowledge of the brand to execute the production work of the Branded Spaces. A slight change of measurements, words, colours, typography, brand graphics, brand elements and brand design can throw the brand haywire, especially if you are replicating the brand feelings in multiple geographies.
Mall vs. Main Street
When you design Branded Spaces, the design in a mall is quite different from the design in a main street. This happens because of the behavioural patterns of the customers and the cultural context of the environment differs. Fast moving retail outlets need to specifically consider these minute details while designing Branded Spaces. If you don’t consider these little things, the initial footfalls will just evaporate into thin air, the moment a good competitor who understands his brand well starts operating nearyou.
Ocure Identity
Ocure is a brand that One iDea is powering in the healthcare industry in India.
Healthcare Industry Tradition
The healthcare industry in India is laden with asset-heavy businesses with primarily a traditional footing. When we say traditional footing, you need to understand that the healthcare industry in India was based on the trust placed by patients on individual doctors for close to a century now. Be it modern medicine, ayurveda, homeopathy or any stream of medicine for that matter, patients followed the doctors wherever they went. So, this was a doctor-driven industry and the mission hospitals played a big role in running the hospitals apart from the government hospitals.
The Fast Changing Industry
Of late, the healthcare industry in India is changing its characteristics with the rise of corporate hospitals with investment funds. The Corporate Hospitals are trying all the tricks in marketing and branding to shift the patient’s trust on doctors to their brands. And they are investing heavily on the brands and the existing industry practices. For instance, as long as this generation can remember, almost every hospital in the country displayed the name of the doctors in front of the room in which doctors met the patients for Out-Patient Consulting. But now Corporate Hospitals have replaced the names of doctors with just the room numbers just to ensure that the patients don’t come to the hospitals focusing on a doctor of their choice.
The Strategy
&Matthai Strategy Consulting formulated the Strategy for the brand and the Strategy was briefed to the One iDea Brand Team working on the Brand Identity Programme. The Strategy was to focus on the ‘Care’ for the product brand and ‘Cure’ from the market perspective. Market being a group of customers in a specific geography. The brief was to focus on the prevalent feeling of the healthcare industry and give it a tinge of freshness. The Verbal Brand Identity and the Brand Voice was developed by the Soktrategy Implementation Team at Breakthrough Brand & Business Consulting.
Ocure Brand Identity Programme
For the Ocure Brand Identity Programme, One iDea Brand Team decided to use the familiar colours that the people carried in their minds when they thought of a hospital. They brought in red from the most ubiquitous symbolism for hospitals – the red cross in a white patch or the reverse of it. Then they blended green into it to bring the natural state of equilibrium and wellness into the whole thought. The highlight placed on the alphabet ‘O’ is to focus on the main service provided by the brand – Orthopaedic Oncology. The typography was well thought out. The sans serif choice was obvious. The spaces and casing also gave a new dimension to its meaning in the healthcare industry. The logo is cool and will carry the reasoning on for many decades together. The whole idea was to bring in the new asset-light business model in healthcare with a perspective of tradition in the minds of the patients. It is to shift the focus back on the Doctors from the new trend of focusing on the brand without throwing the spotlight on the asset-light business model.
One iDea | Brand Leadership Consulting
Experts in Brand Leadership – Brand Launches, Solutions and Designs. One iDea is a New Age Digital Branding & Marketing Company. Read our blog.
