MUMBAI,
INDIA - Media OutReach - 8 November 2021 - Landor
& Fitch, a global brand transformation company highlights the landmark
transformation of CLP India to Apraava Energy in the wake of heightened demand
for brand led business strategy. Helmed by Landor & Fitch India, the launch
of Apraava Energy exemplifies how business logic drives brand transformation in
creating new value for companies. Apraava's new brand is a beacon for Indian
energy brands and brings increased visibility to a new business strategy that
seeks to double the company's existing energy portfolio in the next three to
four years.
With
a long heritage and strong appreciation for Indian culture, the new brand name
for CLP India combined the words for certain elements in Sanskrit: Agni (Fire),
Prithvi (Earth), Ambu (Water) and Vayu (Wind) to create 'Apraava'. The new name
is a metaphor that represents the shift of energy generation from thermal to sustainable sources
like earth, water and wind. True to this, Apraava's brand name and identity are
following industry commitments to generate sustainable power, contributing to
India's renewable energy target of 450 GW by 2030. In an industry-first, the brand uses a real-time
online algorithm that pulls weather and energy data from Apraava's power plants to visualize
energy patterns, creating a design system as alive as nature itself. With
nature's every move, the brand moves too.
Commenting
on the transformation, Lulu Raghavan, Country Managing Director of Landor
& Fitch India said "We're truly delighted to have partnered with CLP
India on their brand transformation journey. Their ambition and vision for the
future of energy in India, captured in the brand idea of Energy In ActionTM
is very bold and exciting. We are delighted to have co-created a brand that
reflects energy, optimism, and vibrancy – one that appeals to all stakeholders,
from employees to partners, customers and society at large. It is wonderful to
see progressive companies put brand at the heart of business transformation. We
wish Apraava Energy all the luck on their journey."
Energy
In Action™ is more than a slogan, it is a reflection of Apraava's drive to create
impact on a triple bottom line, far beyond profit. Beyond the external
proposition, the launch of this statement is a conduit for employees to take
part in a culture that's more energetic, vibrant and representative of the
brand's values.
On
working with Landor & Fitch, Managing Director of Apraava Energy, Rajiv
Ranjan Mishra, said "As we embark on a new chapter in our growth story, we
remain steadfast in our commitment to building a sustainable power company that
embodies 'Energy In Action™'. In line with this, we will support
India's ambitions of providing clean and sustainable energy to all in the
development of a low-carbon nation. We look to the future of Apraava Energy
with the confidence and resilience that has been a part of our culture for
years. The outcome of our partnership with Landor & Fitch represents our
ambition beautifully and will prove beneficial to our success while we gear up
for participation from local shareholders in the medium term which will unlock
the next chapter of our growth story."
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