MAM
Elephant Design creates new brand identity for Britannia products
MUMBAI: Elephant Design has conceptualised and designed the new brand identities and packaging of Britannia‘s Tiger Glucose and Cream biscuits.
Elephant founder director Ashwini Deshpande said, “When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers.”
Britannia said for a brighter and smarter appeal, Tiger palette has been kept red, blue and white. The product‘s promise of 25 per cent daily growth nutrients was picked up and amplified on the pack through a mnemonic that was supported by RTBs of Iron, Calcium, Folic Acid and Vitamin A & D.
The brand identity has been revamped to give a cleaner look with 3D white letters encased in blue.
Elephant principal of packaging design Mayuri Nikumbh said, “We tried to probe what mothers look for when they are making important everyday decisions towards growth of their children. Our insight led us to communicate the fact that a simple Glucose biscuit could actually play such a positive role in growth and with proper choice, one could derive significant benefit for a growing child.”
Britannia category director (health and wellness) Anuradha Narasimhan said, “It was a challenging brief that we gave our design agency. To bring in credentials and nutrition to a brand design that used to stand for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams. I am sure the brand will come together and stand out in a crowded retail space”.
Britannia has partnered with Elephant since 2006 as its primary packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes dahi and flavored yogurt.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
