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
Maharashtra revokes Ola, Uber, Rapido bike taxi licences
Temporary e-bike taxi permits cancelled as firms fail to meet state rules
MUMBAI: Maharashtra’s roads are set to see fewer zipping two-wheelers after the state government pulled the plug on provisional licences granted to bike taxi giants Ola, Uber and Rapido. Transport Minister Pratap Sarnaik announced in the Legislative Council on Monday that temporary permissions would be revoked.
“These companies were given permission for just a month and were required to submit certain documents. Since they have not complied, their temporary licences are cancelled. This is to ensure illegal bikes do not operate on our roads,” Sarnaik said.
The move follows the Maharashtra E Bike Taxi Rules 2024, designed to generate employment for local youth and offer commuters a cheaper, greener ride option. The rules, approved in August 2024, allow electric bike taxis in cities with over one lakh residents.
Under the policy, only electric vehicles can ply as taxis, and operators had 30 days to fulfil licensing and compliance requirements. Yet, officials claim many continued operations without meeting these conditions. Sarnaik added that a large number of bike taxis currently running in Mumbai and the wider Mumbai Metropolitan Region are illegal.
In a firm enforcement twist, the government has instructed authorities to focus on vehicle owners rather than riders when registering cases. Safety concerns, particularly for women passengers, and accident complaints have also been flagged by the transport department.
Since April 2024, Regional Transport Offices have taken action against 130 non-compliant bike taxis, collecting fines exceeding Rs 33 lakh. Authorities say further measures will follow to ensure services adhere to regulations before returning to city streets.
Maharashtra’s bike taxi saga has been a rollercoaster. Initially banned in January 2023 due to concerns over private vehicles ferrying passengers, the sector was later formalised through an electric bike framework in 2024. Provisional licences were granted in 2025, but the government now warns that any bike taxi operating on city roads without proper permits will be considered illegal.
Adding to the transport shake-up, the government has also halted the issuance of new auto rickshaw permits from March 9 to ease urban traffic pressures and safeguard livelihoods of existing drivers. A fresh standard operating procedure for future permits is set to go before the state cabinet soon.
Maharashtra commuters may have to find alternative rides as the state reins in its two-wheeled taxi revolution, leaving app-based bikers in a legal limbo.
