Create a mother brand for the financial businesses of the group. The group is a very well known and respected brand in automobile business in India. The new brand should continue using the goodwill of this group but must also differentiate itself from the Auto business.

The company is currently engaged in life insurance, general insurance and consumer finance businesses, and has expanded its business by offering a wide array of financial products and services in India. Apart from financial services, the company is also active in wind-energy generation.

We decided to create a new symbol for the Financial businesses of Bajaj. The distinct symbol would only be used for Bajaj Finserv. We decided to use the same logo that was used by Bajaj Auto for the recognition. We decided to continue using the same colour as it is widely recognised in India.

We created an architecture of sub-brands that spelt the various businesses. Though there are many companies in the Bajaj Finserv, we decided on a monolithic brand architecture, to keep the brand uncluttered and simple for the consumers. The nomenclature was simplified for understanding.

The new branding has become very visible. Bajaj Finserv is counted amongst the biggest financial institutions in India. The new brand is visible in TV advertising, store promotions in malls, at cricket games and touches almost everyone in India now.