MW TAG Ideation bags branding duties for Jaypee’s racing arena

McCann Worldgroup TAG Ideation has revealed the logo and the branding package for India's first F1 racing arena – Buddh International Circuit, promoted by Jaypee Group.

Speaking on the development, Manoj Gaur, chairman, JPSI said, "This is a unique and prestigious product, which strengthens India's ever growing global stature. And hence we were very clear that we needed a partner who will not just bring a world-class branding solution on the table but also build brand India with it. As soon as we saw the branding solution developed by our agency MWG TAG, we knew that we had the perfect answer."

Confirming the news, Prasoon Joshi, chairman, McCann Worldgroup added, "It is a moment of great pride and honour for McCann Worldgroup in India because this work will be presented across the world. When I met Gaur and Jaypee team, it was great to sense that they are passionate about maintaining the great tradition of reinforcing brand India through all their initiatives. The group has yet again reaffirmed its commitment to India .I am very happy that our group agency, MWG TAG, is part of this moment in Indian history."

Commenting on the branding strategy, Himanshu Saxena, vice president and general manager, MWG TAG said, "Racing is about passion, speed and excitement. At the same time, the branding solution had to respect local sensibilities and project a strong sense of Indian identity. The tri-coloured heart shaped mnemonic not only captures the inherent codes of racing but also vividly amplifies the 'B' which not just stands for the name of the circuit but also 'Bharat'. For the agency team, it means much more than just another branding solution. It is about India and its pride."

This track will host the inaugural Indian Grand Prix on October 30, 2011.