Brands
StudioBackdrops relaunches Twistflex for India’s tier 2, 3 creators
Portable studio setup returns with 40 new designs and lower entry pricing
NEW DELHI: StudioBackdrops has relaunched Twistflex, pitching it as India’s first portable studio solution tailored for creators in tier 2 and tier 3 cities, with entry pricing starting at Rs 2,900.
Originally introduced in 2017, Twistflex has been re-engineered to reflect current design trends and the evolving needs of the creator economy. The refreshed line-up features 40 new designs across four fabric options: solid cotton, solid polyester, reversible mottled and mixed textured, streamlined into a simpler, standardised product structure.
Designed as a true pop-up studio, Twistflex combines backdrop and frame in a single unit, eliminating complex assembly and making it suitable for compact home setups as well as on-location shoots. Dual-surface usage and uniform sizing across categories offer versatility without adding storage demands.
In a bid to improve accessibility, StudioBackdrops has cut prices on key variants. Solid polyester backdrops are now priced at Rs 2,900, while solid cotton options retail at Rs 3,200, down from the earlier Rs 3,500.
Commenting on the relaunch, StudioBackdrops founder Archisman Misra, said demand from non-metro creators is rising as independent producers seek affordable, portable equipment with strong visual impact. He added that free tutorial content across YouTube, Instagram and the company’s website supports first-time users in maximising product performance.
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.
