Brands
CS Tech AI: The right way to rebrand a technology solutions provider
MUMBAI: You are a technology solutions provider. Your company and the solutions you provide are well known to those involved in the automotive, architecture/engineering, transportation, telecom, water management, energy and geospatial engineering spaces. And to top it all your company name is Ceinsys Tech. And most people find the name strange and difficult to pronounce. Especially in the domestic sector; internationally, things are good as the name looks fancy enough for a tech firm.
So what you do?
Do you run a campaign telling customers the right way to pronounce the company’s name? Or do you totally change your moniker? Or do you take the tack that Rs 250 crore plus turnover Ceinsys Tech India operations managing director Kaushik Khona did?
What Kaushik and team did is they took the C and the S from the name and removed the redundant “einsy.” So they were left with CS Tech. Well, to everyone that looked like a great change , but they also wanted to make the brand look edgy and very design-driven like many a tech company takes the effort to look (remember Apple and its classy designer look in everything it does).
In line with its strategy to grow globally and be seen as a cutting edge global technology company which is adding dollops of artificial intelligence into its solutions and processes, a decision was taken to add the words AI next to the logo as a suffix. This change, for the company, marked a strategic shift to underscore its focus on artificial intelligence (AI) and its role in driving technological innovation.
“The move comes as Ceinsys positions itself for a future shaped by AI-driven solutions. The addition of “.ai” to the new rebranding reflects the company’s roadmap to integrate newer technologies including AI into the geospatial and technology solutions that enable smart infrastructure and utility development,” said the company.
Hence the name of the company was changed to CS Tech AI.
Said Khona: “The rebranding of Ceinsys into CS Tech with inclusion of suffix ‘.ai’ is more than just a rebranding exercise—it represents our focus on the adoption of advanced technology into providing of solutions to our esteemed clients. AI is becoming the backbone of smart solutions, and this rebranding reinforces our commitment to innovation and relevance in a rapidly evolving landscape. It also allows us to communicate our vision more clearly and differentiate ourselves in the market.”
A decision was taken to maintain the icon next to the logo as well as the tagline “Enhancing possibilities” as both only reinforced the high-tech look for the branding.
The corporate name Ceinsys Tech Ltd was maintained with only the URL being changed to www. cstech.ai from www.ceinsys.com
Brands
Neeraj Jha named head of sports business – India and South Asia at Warner Bros. Discovery
From Eurosport to WBD, Jha charts a new course for sports in India and South Asia
GURUGRAM: Neeraj Jha has been appointed head of sports business for India and South Asia at Warner Bros. Discovery, marking an exciting new chapter in a career that has long been at the crossroads of sports, media, and live entertainment.
Jha’s journey in the world of broadcast and sports media spans over two decades, from producing live shows at Ten Sports to shaping content strategy at Zee, IMG, and Eurosport. Most recently, he served as director of content, programming and acquisition at Warner Bros. Discovery, where he drove year-on-year Ebitda growth and steered the network’s programming, satellite planning, and on-air promotions. His expertise ranges from content acquisition and marketing to broadcast operations and strategic partnerships.
Colleagues praise Jha for thinking outside the box. “When constraints are immense, he delivers results no matter what,” one senior executive remarked, highlighting his knack for sourcing compelling content and intellectual property for the South Asian market.
Beyond the boardroom, Jha co-founded SEEtalks, a live event series designed to inspire audiences with compelling stories, reflecting his passion for storytelling and community engagement.
From launching daily sports news shows to localising global content like WWE Wrestling for Indian audiences, Jha’s career has been a blend of creativity and operational excellence. As he steps into this new role, the sports broadcasting landscape in India and South Asia is set for a fresh and dynamic chapter.
