Company Brief
National, June 06, 2017
India today is ranked as the 3rd largest startup destination in the world after USA and UK. With 72% founders below 35 years age, a young talent pool and immense potential, India is the youngest startup nation in the world. Leveraging on this potential and creating an environment of entrepreneurship, and creating a nation of job creators has been the vision of the Hon’ble Prime Minister. His vision took the shape of ‘Startup India’.
The Department of Industrial Policy & Promotion, under the Ministry of Commerce and Industries, is a government institution responsible for the regulation and administration of the industrial sector. The Department’s role and functions have grown steadily over the ages. Today, the DIPP not only regulates the industrial sector but also acts as a facilitator of technology and investment flows in an ever growing and liberalized Indian economy. The institution is responsible for Hon’ble Prime Minister, Shri Narendra Modi’s flagship initiative, ‘Startup India’.
The initiative intended at building a strong eco-system for nurturing innovation and Startups in the country. To drive impetus to the ecosystem comprising startups, incubators/accelerators, investors, angel investors, VCs, PEs and other stakeholders, a detailed 19-point Action Plan highlighting the policies and incentives for the same has also been made available to create a sense of ease of accessibility.
CREATIVE INC was chosen for the account last year and the agency rolled out communication & brand awareness mandates across mediums. The department felt that a more distinct visual language was the need of the hour. The GoI was extending its full support with numerous incentives & programmes at every stage of starting up but the target audiences were not well informed. This is when the agency was asked to reposition & recreate Brand Startup India!
Commenting on the rebranding exercise, Charu Nathan, the Creative & Strategy Director of the agency says, “At CREATIVE INC., brand development exercise is extremely well thought and detailed. If one has to create a distinct visual language for Startup India, one needs to understand what the world is doing. Our team of researchers spent weeks in understanding the startup strategies of countries like USA, UK, South Africa, Germany, Italy, New Zealand and many more. All these countries created a brand identity that spoke a consistent language to meet various objectives. This helped them in building stronger brand recognition and a deeper brand connect. This is exactly what was required for Startup India too.”
The agency has a specialised department for brand strategy and the fresh new visual identity was the team effort of the Art, Copy & Account Servicing department. The new visual language is already being rolled out across various digital platforms like Twitter and Facebook. It will also be amplified via the print media across all major national properties.
CREATIVE INC has also developed a youthful fast paced 4 minute promo for Startup India. Interestingly, it captures the startup flavours very well to showcase happenings across 7-8 startups, co working spaces, incubators at IIT and also already established startups
like Zomato.
CREATIVE INC.’s New Delhi office manages this account and the agency is already adding new resources for expansion.
For further information please contact:
Bahnik Biswas
Email: bahnik@creative-inc.net
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