Background
Atomberg, India’s leaders in Brush-Less DC motor fans, entered the market in 2015 and quickly garnered numerous innovation awards for their cutting-edge clean technology.
Despite their initial success, Atomberg faced brand identity challenges, having separate brand names for their products and corporate entity. In 2019, Atomberg partnered with chlorophyll to streamline their brand and drive growth.
chlorophyll’s approach
chlorophyll employed its signature six-step process to uncover and define Atomberg’s Brand Core/Purpose. This foundational step ensured that all subsequent brand communications were consistently aligned with this core identity.
The brand philosophy
The insights gathered revealed a unique proposition: empowering customers by leveraging technology to simplify their lives. Atomberg’s philosophy is deeply rooted in the question, “Why not?” This mindset encourages continuous inquiry and innovation. Atomberg’s DNA is about challenging the status quo by asking the right questions and relentlessly seeking solutions to everyday, often invisible problems.
This approach makes customers feel smart and empowered through the use of smart technology. In line with this philosophy, chlorophyll created an ideantity™ for Atomberg, featuring a visual of the letter ‘A’ to symbolize the brand’s problem-solving prowess and a brand line, “why not?” to embody Atomberg’s proactive and innovative spirit.
Transformation
Brand Alignment: chlorophyll harmonized Atomberg’s brand names, merging product and corporate identities into a single, cohesive “ideantity™” that reflected the Brand Core.
Comprehensive Rebranding: All aspects of Atomberg’s branding were revitalized, including packaging, social media content, mainstream TV ads, and the creation of distinctive brand assets.
Business Impact
Sales Growth: The rebranding initiative led to a significant surge in sales. By the end of 2019, Atomberg’s monthly revenue stood at INR 5 crore. By 2023, this figure had skyrocketed to INR 100 crore per month, marking a 20x growth.
Brand Extension: The strength of the unified brand identity facilitated successful product expansions:
2022: Atomberg introduced mixer-grinders, differentiated by insights from primary research, under the same trusted brand name.
2023: The company launched Smart Locks, further leveraging their established brand credibility.
Conclusion
Atomberg’s partnership with chlorophyll exemplifies the transformative power of strategic brand consulting. By aligning their brand communications with a clear and consistent core identity, Atomberg achieved remarkable business growth and successfully extended their product line, reinforcing their position as a leader in clean-tech innovation.
Project Details
Ashwin Sheth Group stands at an inflexion point of growth!
Ashwin Sheth Group, celebrating its 38th anniversary, has achieved remarkable milestones, including a sales revenue of ₹1486 crore in the FY23-24—a threefold increase compared to FY22-23.
The group is set to expand its business portfolio in the MMR region and venturing into Bangalore, Delhi (NCR), Hyderabad, Chennai, and Goa. With significant investments planned in sustainability and green initiatives, and an IPO on the horizon in the next 18-24 months, ASG recognized the need for a brand evolution that mirrors its future ambitions.
Choosing the Right Branding Partner
After a rigorous multi-agency pitch, ASG selected chlorophyll
for its comprehensive and strategic approach to branding.
As India’s leading end-to-end brand consultancy, chlorophyll stood out for its ability to blend strategic insight with creative excellence.
The Branding Process: Inside-Out and Outside-In
chlorophyll immersed ASG in its unique six-step process, a collaborative journey of discovery that bridges the gap between brand identity and brand expression. The process began with the Inside-Out phase, where chlorophyll engaged with ASG’s top management to uncover the brand’s unchanging essence.
This was followed by an Outside-In qualitative research phase, gathering insights from customers and influencers to identify the brand’s strengths.
Outcome: A Reflective Brand Identity
The culmination of this intensive process is a new, differentiated customer proposition, embodied in ASG’s new brand identity. The new logo, featuring the letters ‘A’ and ‘S’, symbolizes ASG’s commitment to crafting spaces that reflect the worlds of its stakeholders.
The tagline, “Our world reflects your world”, elegantly conveys ASG’s dedication to understanding and fulfilling the desires, needs, and aspirations of its customers.