Brands
Sapient Razorfish India wins award for UltraTech Cement
MUMBAI: Sapient Razorfish has bagged an award for the best construction online video at the prestigious 2017 Internet Advertising Competition Awards for their campaign for UltraTech Cement – #RealRaksha. Presented by The Web Marketing Association, the Awards were announced on 29 March, 2017.
With the interpretation of ‘Raksha’ or protection becoming increasingly archaic, it was important to bring forth a perspective that was not thought of before. The campaign communicated the concept in a unique way, drawing on UltraTech Cement’s core belief that protection doesn’t just involve strangers on the street, but begins at home. For the campaign, Sapient Razorfish built on the narrative of protection with the theme of Raksha Bandhan as a platform.
The campaign was successful in driving the message on the hypocrisies associated with the concept of protection, and the need to change at an individual level. In addition to sensitizing people, the campaign became an instant hit online, garnering a total organic reach of 4,594,524 on Facebook, with 499 comments, 16,000 shares, and total views of 38,53,643.
“This award corroborates our shared commitment to excellence, and the vision that was interpreted successfully,” said Sapient Razorfish India senior creative director Dinesh Swamy. “We always challenge ourselves to be innovative and engaging. The award is a great motivation to keep striving to excel and deliver our best to every project, and every client”, he added.
“The message of true protection and strength to understand that comes from within has been captured well in this film,” said Aditya Birla Group UltraTech cement marketing services senior VP Kumar Pillay.
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.
