Interbrand India to provide brand consultancy to L&T

The brand consultancy will create the brand identity of L&T's transit-oriented development business.

Interbrand India, a brand consultancy division of Omnicom, has got the mandate to provide consultancy to infrastructure major L&T after a pitch.

With this announcement, L&T joins the client roster of Interbrand India that also includes Mahindra, Godrej, Bajaj Auto, PepsiCo and Etisalat.

The Interbrand offices in Mumbai and London will carry out the assignment.

According to V B Gadgil, CEO and MD, L&T Metro, Interbrand India will be mandated to create the brand identity of the company's 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," says Gadgil.

Ashish Mishra, MD, Interbrand India believes branding needs to create value, which is why the strategic definition process is important. He says, "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 a RoI perspective and L&T is a progressive organisation that appreciates it."

For the record, Interbrand has entered its second year of operations in India. It is looking at driving growth and expanding by engaging some of the leading brands from its table and helping them get stronger with their strategic brand navigation journeys. To that effect, the India office offers Interbrand's complete suite of brand consulting services including brand strategy, audit/evaluation, design, brand management and verbal identity. Indian brands are seeking to enter international markets at an increasing rate and Interbrand India is uniquely positioned to help them grow into global brands.