Graphic Designand Branding

Known for its generic pharmaceuticals, branded specialty pharmaceuticals, and active pharmaceutical ingredients (APIs), Aurobindo Pharma operates in over 150 countries and is one of the largest Pharmaceutical brands today in India. Its strong product portfolio and manufacturing and R&D make it a formidable brand with a significant market share. In raising the bar from 1 billion US dollars to 3.4 billion US dollars, Aurobindo Pharma went through a tremendous transformation. This transformation, in character and vision—let it go from an essentially Indian company to a global player. This changed character had to also reflect in their new identity and an all-new purpose.

Equip the brand with all that is needed to go to market in its newer version; a complete rebranding that had to be both new and yet carry the legacy; communicate through necessary collateral the brand’s USP, purpose and proposition; lay a foundation for the brand’s strategic and tactical goals as it takes on a global character; BTL support for the brand’s exhibition as they took their offerings global.

The hitherto Hyderabad based Pharma brand, now had to take on a new, global mantle and this has to reflect across all touch points; this changed character should reflect consistently in its print, digital and visual media; to capture its various centres of excellence spread across the globe, we needed to have on camera actual footage from across US, Europe and India; this production wise as well as from a creative stand point posed a serious challenge.

We began by LISTENING to understand how the changed character will manifest, in the true sense across strategic and tactical communication. Having understood the multi fold ask, we STRATEGIZED to: a) craft a brand line to convey the promise b) particularly on the strength of our video production experience to co-ordinate, simultaneously across locations for the corporate shoot. We then used our CREATIVE experience to capture, and match footage from across the globe, and set it to edit; our creative and marketing sense also let us see value in creating a brand jingle to introduce Aurobindo Pharma to the entire world with a readily recognized tune.

We managed to successfully give Aurobindo Pharma all that it needed to go to market in its new global character—a brand promise crystalized in their tag line “committed to a healthier life”; the strategic foundation to create all new collateral in alignment with the new re-branded purpose. Corporate identity we re-branded was the foundation on which Aurobindo Pharma’s corporate website and film stand today.

To introduce the brand to the entire world, our film was made global—shot in US, Europe and India, with elements of global nature—including people and infrastructure, opening Aurobindo Pharma’s scope and vision. We pushed the envelope with our decision to employ 4k cameras in our Corporate Film shooting, which till then were used only from feature film productions; the quality of the Corporate Film stands out on account of this bold creative and production leap.

For the first time Aurobindo Pharma also had a brand jingle, composed and set to music with such creativity that today the jingle continues to be the brand’s distinct sound—every ring to the company’s institution is set to this tune.