Brands
BOULT x Mustang: A bold partnership that simply gets your heart racing
Mumbai: BOULT, an audio brand has unveiled an exhilarating partnership with Ford Mustang in India. Both BOULT and Ford Mustang are committed to making powerful technology accessible to everyone. BOULT’s ethos revolves around striving for better performance and delivering an unmatched experience. This partnership aims to provide buyers with a sense of adventure through cutting-edge technology and exceptional features. The tie-up with Ford Mustang is a testament to the shared pursuit of style, excellence and speed. With the introduction of the new BOULT Torq, BOULT Dash, and BOULT Derby, the brand intends to target the young, tech-savvy and luxury car enthusiasts buyer segment.
This partnership with Ford Mustang gives BOULT access to the heritage and superlative design insights of the brand enabling Indian wearable manufacturer to work with the Ford Mustang team on bringing alive the years of unique Mustang designs to the new audio range by BOULT. The product line also opens up new avenues to leverage the aspirational audience segment who look forward to design supremacy in their favorite audio products.
“We are thrilled to partner with Ford Mustang, a brand that shares our dedication to style, excellence, and speed,” said BOULT co-founder Varun Gupta. Through this collaboration, we aim to captivate the young and tech-savvy buyer segment with our new offerings: BOULT Torq, BOULT Dash, and BOULT Derby. This long-term partnership not only opens up doors to a new audience segment but also gives an opportunity to look at product design in a new way.”
“Partnering with Ford Mustang is a groundbreaking moment for BOULT, igniting a new era of innovation and excellence,” said BOULT senior brand & category manager Tom Stany. “Together, we are not just launching products; we are crafting experiences that embody the thrill of speed and the essence of cutting-edge technology. The BOULT Torq, BOULT Dash, and BOULT Derby are more than audio devices; they are a testament to our commitment to inspire and elevate the everyday lives of our consumers. This collaboration is a celebration of our shared vision to push boundaries and create something truly extraordinary.”
The partnership commenced earlier this year and will see the launch of multiple products throughout the coming months, each designed to elevate the audio experience. The design partnership will be a driving force for BOULT for the years to come making it unique for the audio industry.
To celebrate this exciting collaboration, BOULT has produced a captivating digital film entirely conceptualized and shot in-house by BOULT’s creative team. This film not only highlights the synergy between BOULT and Ford Mustang but also showcases the innovative spirit driving both brands forward and brings in a new era of design language for BOULT. The film opens up with shots of Ford Mustang racing through a track with each frame highlighting how the new products have been meticulously designed taking inspiration from the various elements of the car.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
