Follow us:
Cover Story enterprise strategy markets c'est la vie magazines subscribe
 
Logo Logic
COMMENTS PRINT
trend
Zee Entertainment’s first big launch in four years is a kiddie channel. Will it help the network regain lost ground?
Ajita Shashidhar

Then: In 2009, Kerala-based private sector bank Dhanalakshmi decided to transform itself from being a regional to a national institution. The 82-year-old bank hired British design consultant Fitch to help it in the makeover.

The exercise: The brand needed to reflect modernity as well as reliability to connect with its existing clientele and reach out to younger customers. It also had to differentiate itself in the already-crowded private banking sector. “The way you look is the way you are perceived,” says PG Jayakumar, the bank’s MD and CEO. “The market was cluttered with red and blue. We chose purple, which represents wealth and prosperity.”

The result: The name and image of goddess Lakshmi was retained, but with a twist: Dhanalakshmi became Dhanlaxmi and the navy blue background gave way to purple. Even the deity’s image was sharpened. “It was important for the bank to retain its name. It allowed us to leverage the bank’s eight decades of trust and relationship,” says Jayakumar.

COMMENTS PRINT
trend
Zee Entertainment’s first big launch in four years is a kiddie channel. Will it help the network regain lost ground?
Ajita Shashidhar
Post a Comment
You are not logged in, please log in or register
If you wish your letter to be considered for publication in the print magazine, we request you to use a proper name, with full postal address - you could still maintain your anonymity, but please desist from using unpublishable sobriquets and handles