Nicholas Piramal has unveiled its new identity as it steps into the third decade of its existence. The pharma major has chosen a corporate brand identity depicting the ‘Gyaan Mudra’ that symbolises knowledge, action and care, which are the core values of the company. The logo is inspired by the aesthetic hand posture practiced in yoga, meditation and dance to symbolise the mind, body and the intellect.
McCann Erickson’s Healthcare division, which bagged the Nicholas Piramal account following a multi-agency pitch, is working on the new multimedia campaign that would encompass packaging as well as other traditional and non-traditional mediums of communication. No details on the media agency and the account size were available from the company at the time of filing the report.
Unveiling the new corporate identity, Ajay Piramal, Chairman, Piramal Group, said, “As a Group, we are positioning ourselves with a proposition of ‘Empowering Care’. It has been 20 years since we entered the pharma business, and in 1988, we had a turnover of Rs 6 crore, now we have a turnover of nearly Rs 3,000 crore. This has a been a great growth phase for us, and now after two decades, we thought it was time to rebrand and position ourselves with a stress on our core values.”
Speaking on the re-branding initiative, Dr Swati Piramal, Director-Strategic Alliances & Communications, Piramal Group, said, “The ‘Gyaan Mudra’ epitomises the core values of the Group. The budget for this campaign has not yet been finalised as we are planning to take it forward on a step-by-step basis.”
“We have already appointed a new branding team for the Group, which will ensure a high decibel multi-media campaign,” she added.