Brands
Flipkart and Marriott cart loyalty to new highs
MUMBAI: From Bali earrings to Bali getaways, Flipkart is now making your cart a passport. In a first-of-its-kind move, Flipkart and Marriott Bonvoy have launched India’s first dual loyalty tie-up, blending everyday shopping with aspirational travel. The playful campaign, Your cart takes you places, by 22 Feet Tribal Worldwide, builds on a quirky insight, many popular Flipkart search terms, like ‘Korean skincare’ or ‘Bali,’ double up as travel destinations.
For two weeks, the Flipkart app turned this coincidence into serendipity, showing Marriott Bonvoy stay options alongside product searches. Users were nudged to link accounts, turning Super coins into travel rewards and routine shopping into unforgettable journeys.
Humorous ad films carried the message, showing how casual browsing could lead shoppers closer to their dream destinations. The campaign also trended on X and across social platforms through influencer pushes and witty conversations about these “happy accidents.”
Flipkart says the tie-up strengthens its vision of a unified rewards ecosystem, while Marriott Bonvoy calls it a way of making travel more local, accessible and relevant to Indian audiences.
Looks like retail therapy just found its ultimate upgrade, straight from your basket to a beach resort.
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.
