Brands
White redefines positioning with a new brand visual identity and logo
Mumbai: White, a leading independent brand experience company specializing in creating meaningful brand experiences with powerful storytelling, announces its visual rebranding and reveals a new logo. This strategic transformation marks a significant milestone for the company as it embraces a new identity and embarks on a vision to harness the power of experiences for brands and help them connect with their audiences on a human level. In addition to this, the agency fortifies its core differentiator with an integrated approach to amplify the brand’s message using the most impactful medium or combination of media.
White, with a renewed focus, will continue to stay at the forefront of the ever-evolving landscape of brand experiences while embracing a refreshed vision and brand identity. With an intent to create memorability with a clean aesthetic and a touch of playfulness, the rebranded logo and identity seek to convey a ‘contemporary longevity’ with a modern yet timeless design, relevant in the long term. The visual elements of the rebrand reflect the company’s dynamic approach to shaping brand experiences in an ever-changing world.
Speaking on the rebranding, White founder & CEO Vishesh Sahni said, “We have undertaken this transformative rebrand journey as a conscious, strategic shift. Our impact lies in crafting some of India’s most captivating experiences which we have largely succeeded in, because of our visceral understanding of ‘culture’. Whether it is building cultural narratives for brands, tapping into globally relevant cultural trends, or even creating its own industry-standard culture, our rebrand is intended to encapsulate this approach. In today’s ever-evolving field of brand experiences, it only makes sense for us to set new benchmarks and call ourselves ‘Creators of Culture-first Experiences.’”
With nearly a decade-long track record, White has amassed a wealth of over 100 partner brands; and more than 80 ‘custodians of culture’, across its 3 offices in Gurugram, Mumbai, and Bangalore. Solidifying its position as a creative force shaping brand experiences, the agency is driven by a deep understanding of human emotion, giving rise to innovative and thought-provoking concepts. Having consistently challenged the norm of experiential marketing in India, White has created intrigue with meaningful collaborations; compelling installations, rich story craft, and tech-driven concepts that foster engagement.
Some standout projects of White include the 15th and 16th editions of the Blenders Pride Fashion Tour, featuring evolved formats and culture-forward collaborations. In the last quarter alone, the agency has acquired various noteworthy clients and executed prominent experiences for them. These include the global launch of Indian Single Malt Whisky Longitude 77 and the Indian launch of Don Julio tequila; ultra luxury festive immersions for HNI guests of Cartier & Burberry; stirring interventions for Apple and an experiential offsite for Philip Morris India.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
