Brands
Policybazaar, Paisabazaar sign Akshay Kumar as brand ambassador
MUMBAI: ETechAces Marketing & Consulting, which owns insur-tech brand, PolicyBazaar.com, and marketplace for lending products, PaisaBazaar.com, has roped in actor Akshay Kumar as its brand ambassador.
Policybazaar.com and Paisabazaar.com have launched their biggest ever marketing campaign, spread across the financial products basket of term insurance, free credit score and others.
The campaign was launched with a video of Kumar donning the avatar of Yamraj for Policybazaar’s campaign on the digital platform. The first TVCs from the duo will be aired across a spectrum of TV channels, including the IPL broadcast.
Commenting on why the maverick actor was a natural choice for the brand to sign as its ambassador, policybazaar.com co-founder and group CEO Yashish Dahiya says, “He is self-made, speaks directly and delivers important messages with humour, these attributes make him a perfect fit for our brands. Like him, our brands stand for transparency, positive social change, reliability, trust and have a genuine connect with the masses. So, this partnership is a natural extension of the values that we share with him. Our shared passion for fitness is an added plus.”
paisabazaar.com co-founder and CEO Naveen Kukreja adds, “Being the market leaders for both insurance and lending products, our next step is to take our brand to every Indian household and who better than Akshay Kumar to spread this message. Along with being one of the biggest names in the Indian entertainment Industry, he is also the face that the common man resonates with. We strongly feel our association with Akshay would further build customer’s trust on Policybazaar and Paisabazaar.”
Policybazaar.com and paisabazaar.com associate director and group head of marketing Sai Narayan mentions, “Our latest marketing campaign, featuring Akshay Kumar, is aimed to garner a wider reach for both Policybazaar and Paisabazaar’s key messaging around financial products. We have already upped the ante through our ongoing campaign during the IPL broadcasts, and will be launching our new campaign with Akshay in the IPL later this week. We will also launch other product-specific campaigns with Akshay through the year.”
The high-impact campaign will be aired on Star Sports, Star Sports HD, Star Gold, &Pictures, &TV, Discovery Channel, History TV18, National Geographic, NDTV 24×7, India Today, Mirror Now, Zee TV, Aaj Tak, ABP News and others.
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.
