L&T has appointed Interbrand India to handle branding of the infrastructure major’s Hyderabad Metro Project. The consultancy’s offices in Mumbai and London will carry out the assignment.
VB Gadgil, CEO and MD, L&T Metro, said, "We are quite excited to get Interbrand on board for this prestigious assignment of creating the brand identity of our Transit oriented development business. They did display both their ideas and strategic rigor for what they are known for during their pitch presentation. However more than that it was clarity of thought, good comprehension of the brief and their enthusiasm which won them the business. We look forward to them gelling well with our organisation and taking our vision forward and reshaping it in a unique and compelling way."
Ashish Mishra, managing director, Interbrand India said, "We believe branding needs to create value. Which is why the strategic definition process is important. How would branding create a premium for the land parcels over and above the market rates, how would it create and sustain preference among the stakeholders across the retail or hospitality formats ¿ these are the key questions it all boils down to. So clearly our approach doesn't limit itself to the expression side of design and communications that the Indian market is familiar with. We encourage our partners to see branding from an ROI perspective and L&T is a progressive organisation that appreciates it."
O&M handles the creative duties for L&T Infrastructure, while DDB MudraMax handles media.