MUMBAI: Joining a client roster that includes Mahindra, Godrej, Bajaj Auto, PepsiCo, Etisalat, Interbrand India has recently begun consulting for the infrastructure major L&T.
L&T is looking to establish and brand the substantial asset classes around its Hyderabad Metro Project as one of the transformative developments impacting the social, cultural and economic aspects of the city as well as instilling pride in its heritage. The Interbrand offices in Mumbai and London will carry out the assignment.
Commenting on the development, L&T Metro CEO and MD V.B. Gadgil said, “We are quite excited to get Interbrand on board for this prestigious assignment of creating the brand identity of our transit oriented development business. It did display both its ideas and strategic rigor for what it is known for during the pitch presentation. However more than that, it was clarity of thought, good comprehension of the brief and enthusiasm which helped them win the business. We look forward to them gelling well with our organization and taking our vision forward and reshaping it in a unique and compelling way.”
Interbrand India managing director Ashish Mishra added, “We believe branding needs to create value. Which is why the strategic definition process is important. How would branding create a premium for the land parcels over and above the market rates, how would it create and sustain preference among the stakeholders across the retail or hospitality formats – these are the key questions it all boils down to. So clearly our approach doesn’t limit itself to the expression side of design and communications that the Indian market is familiar with. We encourage our partners to see branding from an ROI perspective and L&T is a progressive organization that appreciates it.”