The Wadhwani Foundation is a high-growth, not-for-profit tech organization dedicated to social good. Over two decades since its inception in 2001, the foundation has focused on a simple,
powerful mission: accelerating job growth and enabling millions to earn a family-sustaining wage and lead a dignified life. The Foundation is positively impacting the lives of millions of individuals across multiple countries in Asia, Africa, and Latin America.
Challenges
In June 01, 2023, the Wadhwani Foundation approached chlorophyll with the following question:
“Despite our wide-reaching impact, global scale, and a legacy of success stories, why don’t enough people know about our corporate brand, Wadhwani Foundation?”
Process
In order to identify the root causes of the problem statement, chlorophyll conducted an extensive, three-pronged audit and brand discovery exercise, using our proprietary brand definition model anthrop™.
1. A digital audit: mapping out the entire digital presence of the brand, identifying strengths and areas of improvement/alignment
2. Primary research: an extensive primary research exercise, including a total of 52 one-on-one interactions. These included both, outside-In (33 interactions) and inside-out (19 interactions) inputs
3. Secondary research: a deep-dive into the competitive landscape, to identify the gaps in the market
Manifesto:
Indian society has changed from collective to individual, where identity is defined by the individual rather than her web of relationships and their demands.
Which is why SBI Life is committed to enabling independence of thought in making choices about wants and needs, irrespective of age, geography, profession and gender.
SBI Life. Now every Indian can fulfil her individual dream without abandoning her collective responsibility.
Insight
Through research, we uncovered the following human truth. Every individual has unlimited potential. However, unlocking this potential requires the right support, environment, and guidance. Therefore, the Wadhwani Foundation exists to provide the scaffolding necessary for personal and
professional growth, empowering individuals to realize their fullest potential by offering the tools and opportunities that enable them to thrive.
We also identified the need for greater alignment within the brand story. Offering a diverse range
of services across multiple markets had led to a fragmented brand presence, with various subbrands and narratives. However, our research revealed that, despite this diversity, audiences perceived the brand as a singular entity. This insight made it clear that a key step in strengthening the brand was to simplify its architecture, unifying all offerings under a cohesive, monolithic brand narrative.
Brand line:
SBI Life’s promise of enabling individuals to explore their ‘wants’ while securing the ‘needs’ of their loves ones was aptly captured in the brand line ‘Apne liye. Apno ke liye.’
For the launch, chlorophyll created a manifesto, that culminated in the brand line, which was recorded in Kabir Bedi’s unique voice.
Brand architecture:
One of chlorophyll’s key recommendation was to follow a monolithic brand architecture, which means there will be one single master brand: Wadhwani Foundation. Guidelines were set for all sub-brands or initiative names to strengthen the equity of brand Wadhwnai Foundation, rather than dilute its impact by deflecting attention to sun-brands.
Sub-brands:
chlorophyll also set guidelines for the consistent usage of existing sub-brands.
They were redesigned to resemble the wordmark ‘Life’ from the brand identity in terms of colours and fonts, so that they could strengthen the master brand.
Insight
Through research, we uncovered the following human truth. Every individual has unlimited potential. However, unlocking this potential requires the right support, environment, and guidance. Therefore, the Wadhwani Foundation exists to provide the scaffolding necessary for personal and professional growth, empowering individuals to realize their fullest potential by offering the tools and opportunities that enable them to thrive.
We also identified the need for greater alignment within the brand story. Offering a diverse range of services across multiple markets had led to a fragmented brand presence, with various subbrands and narratives. However, our research revealed that, despite this diversity, audiences perceived the brand as a singular entity. This insight made it clear that a key step in strengthening the brand was to simplify its architecture, unifying all offerings under a cohesive, monolithic brand narrative.
Flight Path
1. Based on the above insight, chlorophyll helped set the foundation for brand amplification, by developing a succinct and inspiring definition of Brand Wadhwani Foundation
2. This definition was brought to life through the development of key brand assets, such as brand architecture, brand guidebook, website, social media, and other key assets, to ensure complete internal and external alignment
3. With that, the stage was set to dial up the brands presence amongst key constituents through multi-pronged digital marketing engagement
OutCome
As a result of all the activities conducted in collaboration with our digital marketing partner,
TechShu, brand Wadhwani Foundation achieved whopping growth and visibility, apparent through
the multifold rise in its branded search volume!
Brand manual:
A 300-page broad manual was created with the details of the brand strategy, brand assets, communication templates, digital and print.
Brand Manual:
