Brands
Noise teams up with Aditya Birla Health for tech-driven wellness advocacy
Mumbai: Noise, India’s leading smartwatch and connected lifestyle brand, today announced the strategic partnership with Aditya Birla Health Insurance Co. Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), a leading diversified financial services company in India. This partnership aims to further enhance the digital experience of the ABHICL policyholders and provide more tech-enabled solutions to monitor their health and fitness activities thereby helping them in their journey to lead healthier lives.
As a result of this collaboration, existing ABHICL customers will be able to synchronize their Noise wearables with their Activ Health app, seamlessly. This integration enables them to monitor their daily fitness activities and, in return, earn premium cashback as HealthReturns™. Once integrated into the Activ Health app, ABHICL will be able to provide personalized recommendations and health-related nudges to help customers track their fitness levels, improve their health, and get rewarded, in line with the insurer’s core principles.
Noise co-founder Amit Khatri, said, “As pioneers in the smart wearable industry, we are committed to promoting a healthier and more fulfilling lifestyle through innovation. Our strategic partnership with Aditya Birla Health Insurance elevates this commitment, allowing us to jointly encourage users to invest in their holistic well-being for a sustainable lifestyle.”
Furthermore, ABHICL policyholders will enjoy exclusive offers from Noise, including special discounts across all product categories, including select premium models. These discounts will remain valid for one year from the date of the partnership’s launch. These benefits will be further amplified through Noise’s community and order placement on Gonoise.com.
Aditya Birla Health Insurance CEO Mayank Bathwal said, “ABHICL has been at the forefront of redefining health insurance, moving beyond conventional indemnity-based insurance, and placing a strong emphasis on overall proactive well-being for our valued customers. Through this strategic partnership with Noise, we will harness our shared beliefs in health and wellness and use our strengths and data analytics expertise to provide even more personalized solutions to our customers in the years ahead.”
Since its inception in 2015, Aditya Birla Health Insurance has been at the forefront of incentivized wellness, with offerings rooted in the philosophy of “Empowering people to lead healthier lives.” One of its unique propositions is the concept of incentivizing policyholders to maintain a healthy lifestyle.
Policyholders can earn up to 100 per cent of their premium as HealthReturns, based on factors such as their Healthy Heart Score, fitness assessment results, and the number of Active Dayz recorded monthly. Active Dayz can be earned by engaging in prescribed fitness activities such as walking 10,000 steps or participating in regular exercise and yoga sessions. HealthReturns funds can be utilised for renewal premiums, non-medical expenses, and outpatient costs.
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.
