MUMBAI: End-to-end brand consultancy Chlorophyll has launched new offerings on Independence Day, as it enters its 20th year.
Chlorophyll co-founder and MD Kiran Khalap said, “As we complete 19 successful years powered by relentless learning, I am delighted to present chlorophyll 3.0, which, with several significant additions to its offerings, will help clients bridge and ‘Mind The Gap’ between brand creation and execution.”
“These offerings include chlorophyll innovation lab, a sports practice, and two new digital-driven, consumer-centred offerings – Chlorophyll digital business synthesiser and Chlorophyll leadership branding. Together, these additions will empower Chlorophyll to deliver greater salience and value to clients in the digital age where social media has been causing subterranean shifts in the concept of brands and branding,” he added.
Describing chlorophyll 3.0 as chlorophyll’s shift from brand creation to brand creation and execution, Khalap said it was necessitated because of a constant common feedback from clients: that once Chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad agency, an event agency, an activation agency or a digital agency, there was a discernible gap in brand disciplines leading to loss of value.
Over the past two years, the company has systematically invested in an innovation lab, in modelling a sports practice and in modelling digital services and social media services.
The chlorophyll innovation lab is headed by veteran Chitresh Sinha, the sports practice is in partnership with Meraki, and for digital, Chlorophyll has Ashok Lalla as digital business advisor and principal consultant.
Chlorophyll innovation lab is India’s first brand innovations collective set up by chlorophyll. It helps build brand relevance by helping organisations create a culture of innovation and start-up thinking, co-creating IP by collaborating with young innovators, early stage start-ups and the evolving maker-spaces across the globe and creating disproportionate earned media for brands via innovation-driven integrated brand engagement.
Chlorophyll innovation lab CEO Chitresh Sinha said: “The key to innovation is that it needs to be created from the customer’s perspective and not from a technology or a domain perspective. That is why we have created a medium-agnostic model that merges evolving technologies, art and social impact to bring alive innovation for brands in integrated ways. The model is very different from the standard agency model. An ecosystem of 800+ innovators from across the globe set up fluid teams that create unique innovations.”
The lab invented the world’s first Inspiration Medal for the Tata Mumbai Marathon in 2018.
The sports practice allows brands to effectively invest in sport, helps sport teams, leagues, franchises and events define and align their brand thereby generating long term value and helps global sport properties navigate through India.
Meraki Sport and Entertainment MD and co-founder Ajit Ravindran said: “Sport sponsorships in India have traditionally been one dimensional with logo visibility being the only parameter used in decision making. However, today sponsorships need to evolve into value partnerships that allow organisations to leverage sport to achieve multiple objectives. The chlorophyll sports practice will help brands, teams, leagues, events, athletes and federations leverage the power of sport and will work towards enhancing fan connect.”
Chlorophyll also announced two new digital-driven, consumer-centered offerings that will help brands deliver better business impact. These are:
1) chlorophyll Digital Business Synthesiser – A time-bound, 5-step digital action model. It helps in creating ownable digital brand narratives to impact consumers and uplift business, through the use of proprietary models for research and branding, and its custom digital analytics tools.
2) chlorophyll leadership branding – this helps turn business leaders into leadership brands in the digital age through a proprietary leadership branding model.
Digital business advisor Ashok Lalla said: “I am excited to collaborate with chlorophyll, a firm I have long admired, to create these two exciting digital-driven offerings. These will help brands and business leaders use digital in a manner that will maximise their impact on consumers.”
Khalap said, “Over the past 19 years, chlorophyll has had the privilege of creating and transforming over 200 brands, including, for example Aptech, Ayush, BSE, CenturyPly, CG, CK Birla Group, FDC, Fortis, Ginger, Glenmark, India Today, Indigo Paints, Infosys, Mahindra, Mukand, Tata, The Lalit, Unilever and Zandu. It steps into its 20th year as chlorophyll 3.0, empowered to transform client brands by being their custodian and guide through brand creation and across all milestones of strategy and implementation for continued growth,” he added.
