Brands
Elephant infuses youthfulness in Relaxo
MUMBAI: Footwear major Relaxo has undertaken a rebranding exercise mandating Elephant Designs with the job.
Explaining the reasons behind the rebranding intent of the 40-odd-year-old brand, Relaxo Footwear executive director Gaurav Dua said that it was their responsibility to build a future-ready brand. They were an ever-evolving brand that stayed true to the core values of being reliable.
With the rebranding exercise, they infused youthful and transformational spirit that was important for the growth of internal and external stakeholders of the brand. Elephant, the brand building partners, played a significant role by understanding the brand’s value proposition, Dua added.
Elephant co-founder & director Ashwini Deshpande said that Relaxo rebranding exercise involved validation of current values of being approachable while seeking newer dimensions to reiterate the brand’s leadership. Elephant built the new Relaxo visual identity with a wave of positive transformation. Brand’s dynamism was embodied by forward slanting letters in Berry Blue with Sunny Yellow swoosh flowing across.
The swoosh stands for wave of transformation, optimism and positive growth. All brand applications were being created with an ownable visual language and would be evident soon, she added.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
