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
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
