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Branding for an expansion can be challenging in the shadow of an established legacy. However, the solution may exist with the slightest reminder of its roots while allowing modern values to take hold.

BITSoM Branding by VGC

The Education Sector’s Elite

Backed by the Aditya Birla Group, the Birla Institute of Technology and Science (BITS) is a private university known for its high standard of education in science, engineering and research. Expanding the scope of their model into business education, BITSoM (BITS School of Management) aims to offer a two-year program at par with the leading business schools in the world.

The Gauntlet

Vyas Giannetti Creative (VGC) was tasked with developing a brand identity that needed to carefully tread the line of developing modern branding while not losing its identity into the parent establishment. The agency facilitated strategic positioning, brand identity, communication tone and voice, and digital marketing.

BITSoM Branding by VGC

Positioning and Identity

According to VGC, their research exercise went beyond regular market and competition analysis and involved speaking to students, faculty, recruiters and exam administering bodies from all over the world. The study helped ascertain the ideal position to attract contemporary students – a preference for branding inspired by heritage but made room for modern values.

BITSoM Branding by VGC

The resulting identity is an inspiring combination of symbolism and herald-style elements akin to a kingdom banner or a family crest from medieval times.

BITSoM Branding by VGC

VGC’s choice of symbols for BITSoM are “the Tiger – representative of India, leadership, agility & vision, and the Sun – representative of new beginnings, a fresh approach, the origin & energy. The brand identity collectively represents BITSoM’s origins, its global outlook, future-focus and emphasis on moulding next-gen leaders for a new age world.”

BITSoM Branding by VGC

Viewed as a case study, the branding does an admirable job to instil the ivy-league look and feel associated with many top-tier schools without falling into the rut of a bland or overly conventional style. The rich colour palettes combined with the playful abstract motifs, which are distilled from the main logo, augment regular (and often buzz word heavy) signage resulting in what we are sure will be a pleasant campus experience.

BITSoM Branding by VGC

The balance of classic and abstract is particularly noticeable in their concepts for stationery and accessories. The motifs play their part to keep the personal items visually engaging. Any potentially outward-facing, like letters, a briefcase or a lapel pin, maintains a bold yet elegant statement that spells professional.

BITSoM Branding by VGC

Communication and Design

For their launch campaign, VGC aimed to help BITSoM develop a unique voice in the education sector during the process of highlighting their USPs. These campaigns used both digital and traditional media to deploy any relevant communication.

BITSoM Branding by VGC

Due to the advantage of a striking brand identity, it would be difficult to miss any promotional material. Still, there seems to be a heavy reliance on specific tropes associated with business and finance. While still relevant and effective, one could argue that an opportunity to break new ground has been missed.

The sans-serif typefaces from the logo are replaced with classic newspaper style serif fonts for call outs and headings that highlight the regular fare of motivational and professional statements. While these may still be conceptual, the voice of communication currently stays on the safe path of a call to action for the agile, hungry, change-making leaders of tomorrow.

The double-exposure photography used is an engaging visual element but tends to feature the same corporate aligned themes that exist even in related sectors, thereby functioning only as a “set piece” instead of an extension to the BITSoM style. One creative, showcasing a typical day at the institute, uses an illustration that feels more relevant to the content in a playful way. However, would a custom series of illustrations or images based on the brand identity have helped establish a unique look? Potentially.

There is no doubt that the prestige of the BITS brand and VGC’s contribution to its new identity will help BITSoM stand out in a crowd. For a sector inundated with very rigid ideals, this creative development process has resulted in a fresh and striking look.

Creative Gaga - Issue 54


Strategic Design & Communication Agency VGC have been Aditya Birla Group’s brand custodians since 1997. The latest campaign, conceptualized and executed by VGC, is the next step in the Aditya Birla Group’s brand journey.

Aditya Birla Group


The vision of the Chairman, Mr. Kumar Mangalam Birla whose deep commitment towards creating a brand of immense worth based on solid foundations of impeccable values, has seen the Group journey across many a milestone to emerge as a multinational power-brand of statesman stature, in the matter of just two decades.

Aditya Birla Group

The Group’s radical shift from being architects of a global India to a powerhouse across the globe & various sectors has now led to the understanding of how ABG is a big part of peoples’ lives at every step.


This called for revamping the group’s identity to match with the contemporary world.

Aditya Birla Group


VGC has partnered Aditya Birla Group over two decades to build an iconic brand and continues to do so.


Over the years, VGC has conceptualized and developed all of Aditya Birla Group’s brand campaigns. Starting with the ‘Taking India to the world’ campaign, which introduced the Group as an Indian Multinational with diversified interests across the world, VGC through continuous strategic and creative efforts has helped the group reaffirm their position as a powerhouse across the globe and across sectors.

Aditya Birla Group

VGC refreshed the company’s identity, defining it as a new mark for new milestones. Based on this, the new brand language was extended across various touch points and collaterals, the details of which can be read here

To add more power to the deep-rooted brand that the Aditya Birla Group already is, VGC as its strategic brand and communication partner took the campaigning spirits to a whole new level!

Aditya Birla Group

Following the logo change campaign in 2016, VGC conceptualized a brand communication campaign called ‘Big in your life’, to highlight the Group’s journey to a super-brand that enables and empowers people at every step in their life. The campaign in India was launched as a television commercial and was digitally broadcast across USA, Canada, the Middle East and Japan.

Aditya Birla Group

While the previous campaigns highlighted and established Aditya Birla Group’s ‘Big’ geographical presence, economic might, omnipresence of the Group’s products and the way they touch lives across the world, this latest campaign showcases the narrative of the company moving from ‘Being Big’ to creating and delivering ‘Big Value’ for its consumers and people at large.

Aditya Birla Group

It introduced a new icon for the group – the Aditya Birla Giant, who travels across the world enabling, empowering and enhancing the lives of millions.


The film, directed by the globally renowned Eli Sverdlov and post-produced by Gravity from Israel, carries forward the surreal epic signature of all Aditya Birla Group’s films.

Aditya Birla Group


The television commercial is about the group and its journey towards crossing new milestones, culminating with the logo reveal. With the conceptualisation of this commercial, VGC has taken forward the ‘Big In Your Life’ position and adds a greater purpose to the group. Big is what big does.

Aditya Birla Group

The evolution of the brand with time to keep up with the versatile eye-catching recognition-screens of the present day while still being true to its roots is a symbol of its genuineness and client-commitment that it has followed since its inception.


Aditya Birla Group
Design Studio: VGC
Film Director: Eli Sverdlov


Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.


So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

Creative Gaga - Issue 54


After a long day at work, who doesn’t love the idea of a perfectly made bed and a laptop with your favorite movie on and of course some snacks to nibble on? Probably every other Indian. Applause Entertainment is all set to provide such content and to help it reach out to a larger audience, the team of Dynamite has worked hard to design a visual identity/ branding that people will relate to.

Brief/ Challenge:

Applause Entertainment is a new-age content studio and OTT (over-the-top) platform, founded by the Aditya Birla Group that aims to cater to the current generation of Indian audiences whose favourite guilty pleasure is binge-watching movies and TV series, with a bowl full of snacks. To fulfil this, they are all set to produce and bring forth a wide range of content ranging from comedies to high-octane action shows.


The task of branding this new forum-‘Applause Entertainment’ was taken up by the team of Dynamite, who began their creative journey to develop a visual identity, brand positioning & motion language for it.

“It’s not entertainment if there is no Applause.” became the primary point of communication of the company that became a major focus around which Dynamite developed the overall feel of the company. The team has worked efficiently to establish a visual look, tone and brand voice that depicted Applause as an entertainment powerhouse and a modern day solution to the average Indian audience who craves for story driven and entertainment content.

To develop the logo of the brand, the team at Dynamite decided to be true to it’s parent organization – Aditya Birla Group. Taking inspiration from its logo that is known to people for many years, they developed the Applause symbol (A) and modified it for different on-air and off-air branding.

The ‘A’ logo acts as a visual device of light along with the being the symbol of the brand, which subsequently became a combination that Dynamite decided to play around with. While one of the modification is the 3D extrusion of the A symbol that is being used in the on-air transitions, the others include the unique identity of the logo for posters and other content, that stays true to the original Applause symbol.

Overall, Dynamite has hit a home run in developing its visual identity, taking inspiration from the past and revamping it to suit what Applause stands for and aims to be. While the content at Applause seems promising, the look and feel of the brand is something that should be given much credit and a round of applause.

Creative Gaga - Issue 54


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Rebranding is the art of refreshing the existing and inducing a new spirit into it. The process can be challenging, if not daunting, but that is where the fun and excitement lie. Here are some of the best rebranding projects in recent times; take a peek.

Rebranding – Aditya Birla Group​​​​​​​

Ranked among the top four Indian Design agencies by The Economic Times, VGC has designed the third and even more dynamic avatar of the Aditya Birla Group logo.​​​​​​​
Aditya Birla - Creativegaga
Aditya Birla logo - Creativegaga

The detailed Case study is here


Rebranding Bake Factory, the Art of Baking


A Pune-based branding & design studio, Cub Design recently created an identity for Bake Factory which will have you reaching out for the genuine baked goodness!
Bake Factory Logo - Creativegaga
Cub Design Bake Factory - Creativegaga

The complete Case study is here.


Rebranding ​​​​​​​Bombay Brasserie, the Culinary Expert


Design Stack owned by Anoop Patnaik and Priyanka Bhasin runs us through their approach, idea and process behind providing a concept-based branding solution to culinary experts, Bombay Brasserie.
Bombay Brasserie Logo - Creativegaga
Bombay Brasserie - Creativegaga

More on Case study here.


Rebranding the ​​​​​​​Classical Identity of SBI


Design Stack spells out the major and minor of rebranding State Bank of India from its conventional state to one more representative of current times and digital services.
SBI - Creativegaga

Detailed Case study


Reimagined the 2016 Games for Costa Rica


The Costa Rican advertising agency, Publimark Mullenlowe, imagined what the branding & identity for the venue of the games would look like, and explored the possibilities of design.

Game of Costa Rica - Creativegaga
Alajuela 2016 GIF - Creativegaga

A complete Case study is here.


A Self-rebranding Project – Curiosity


Curiosity enables us to question everything around us and lean into uncertainty with a positive approach. This self-branding film by artist Eui Soo Lim showcases curiosity as an integral part of problem-solving to find creative solutions.
Curiosity - Creativegaga
Curiosity Project - Creativegaga

A Luxury Client Rebranding


A purely design based service, LOCOPOPO Studio attach contemporary graphics to their clients need for branding that is simple, bold and fresh!
Locopopo Luxury - Creativegaga

The detailed Case study


Rebranding – Mumabaiya Vada Pav​​​​​​​


NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.​​​​​​​​​​​​​​
Maja ni Life - Creativegaga

The complete Case study


Rebranding – The age-old brand, MTR


We all have a soft corner for the old brands as they been helping us in many odd times and needs. But as our lives are getting modernised so do our choices and requirements. To match that and continue to stay on our kitchen shelves, MTR has gone for a rebranding exercise with the help of Elephant team. Here, the Design Director, Mayuri Nikumbh explains the process and thoughts behind the rebranding of this age-old brand.
MTR products - Creativegaga
MTR - Creativegaga

More details on Case study


Rebranding – The Ruby Mills


Polishing century-old successful brand values to be in possession of a fresh and refined visual identity for ones’ clients and competitors is a must-do these days. ‘The Ruby Mills Ltd’ aka ‘Ruby’, rebranded in collaboration with Elephant Design, is a perfect example to follow.
Ruby Mills - Creativegaga
Ruby Mills Magazine - Creativegaga

A detailed Case study here.


The Spectranet


The new revamped design of Spectranet by Ochre is bold with its unique typeface and successfully encompasses the vision of the company making it seamless and customer centric.

Spectra - Creativegaga
Spectra Business Card - Creativegaga

More details on Case study


Rebranding – ​​​​​​​The Tooth Company

The dentist is one person no one really fancies. Isn’t that true for most of us, out there? Not many cherish or take delight in the idea of going even for the “routine check-up”. That was considered to be the fundamental problem when coming-up with a whole new campaign for The Tooth Company, a multi-speciality dental care centre in Hyderabad. As a result, NH1 Design, a boutique design studio in Gurgaon, chose a completely new approach one that would turn out to be more friendly and communicative, on the whole-while spearheading the designing process.
The Tooth Company - Creativegaga
The Tooth Company Treatment - Creativegaga

Find a detailed Case study here.


Rebranding – Witlinger Beer’s Packaging

Pune-based design agency, Elephant Design, recently displayed the power of the British Bulldog, Witlinger beer’s powerful mascot, in a re-branding initiative and process for the beverage company. Here is how they did it, as we run through the process behind the whole act.

Witlinger Beer Packaging - Creativegaga
Witlinger Beer’s - Creativegaga

A detailed Case study


Rebranding – ​​​​​​​Zee Cinema

The changing times often call for channels to rediscover themselves and refresh their brand as a whole. Zee Cinema approached Dynamite Design to revamp its brand undergoing a total visual transformation at the commencement of a new era in cinema.
Zee Cinema- Creativegaga
ZeeCinema Menu - Creativegaga

More Details on Case study

Creative Gaga - Issue 54