We’ll help you Mind The Gap, says chlorophyll 3.0 to brand custodians Kiran Khalap says chlorophyll 3.0 to offer brand creation and execution

India’s first end-to-end brand consultancy and its last surviving independent, highly regarded for its work with over 200 brands, enters its 20th year on 15th August, and has unveiled significant new offerings to help clients ‘Mind The Gap’.

chlorophyll 3.0

Kiran Khalap, co-founder and Managing Director, said, “As we complete 19 successful years powered by relentless learning, I am delighted to present chlorophyll 3.0, which, with several significant additions to its offerings, will help clients bridge and Mind The Gap between brand creation and execution.”

image-Kiran-Khalap_chlorophyll-logo-mediabrief-chlorophyll-3-story-2

“These offerings include chlorophyll innovation lab, a Sports Practice, and two new digital-driven, consumer-centred offerings – chlorophyll Digital Business Synthesiser and chorophyll Leadership Branding. Together,  these additions will empower chlorophyll to deliver greater salience and value to clients in the digital age where Social Media has been causing subterranean shifts in the concept of brands and branding.”

chlorophyll’s shift from brand creation to brand creation and execution was necessitated because of a constant common feedback from clients: that once chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad-, event- activation- or digital agency, there was a discernible gap in brand disciplines leading to loss of value: Kiran Khalap

Describing chlorophyll 3.0 as chlorophyll’s shift from brand creation to brand creation and execution, Khalap said it was necessitated because of a constant common feedback from clients: that once chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad agency, an event agency, an activation agency or a digital agency, there was a discernible gap in brand disciplines leading to loss of value.

chlorophyll 3.0 – what exactly is new?

image-Kiran-Khalap_chlorophyll-logo-mediabrief-chlorophyll-3-story-5chlorophyll 3.0 was unveiled on the eve of both, Independence Day and chlorophyll’s birthday — it entered its 20th year today, the 15th of August, 2018.

Over the past two years, chlorophyll has systematically invested in an innovation lab, in modelling a sports practice and in modelling digital services and social media services.

The chlorophyll innovation lab is headed by chlorophyll veteran Chitresh Sinha, the sports practice is in partnership with Meraki, and for digital, chlorophyll has Ashok Lalla as Digital Business Advisor and Principal Consultant.

chlorophyll innovation lab

chlorophyll innovation lab is India’s first brand innovations collective set up by chlorophyll. It helps build brand relevance by:

  1. Helping organisations create a culture of innovation and start-up thinking
  2. Co-creating IP by collaborating with young innovators, early stage start-ups and the evolving maker-spaces across the globe.
  3. Creating disproportionate earned media for brands via innovation driven integrated brand engagement.

chlorophyll’s shift from brand creation to brand creation and execution, Khalap said it was necessitated because of a constant common feedback from clients: that once chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad agency, an event agency, an activation agency or a digital agency, there was a discernible gap in brand disciplines leading to loss of value.Chitresh Sinha, CEO, chlorophyll innovation lab said: “The key to innovation is that it needs to be created from the customer’s perspective and not from a technology or a domain perspective. That is why we have created a medium-agnostic model that merges evolving technologies, art and social impact to bring alive innovation for brands in integrated ways. The model is very different from the standard agency model. An ecosystem of 800+ innovators from across the globe set up fluid teams that create unique innovations”

The lab invented the world’s first Inspiration Medal for the Tata Mumbai Marathon in 2018.

The chlorophyll innovation lab displayed many of its innovations, with the star of the evening being HIC, a robot that can concoct 5000 cocktails and uses AI to play Cupid and create relationships between people!

The sports practice at chlorophyll

This has been created in partnership with Meraki Sport and Entertainment. The Meraki approach:

  1. allows brands to effectively invest in sport,
  2. helps sport teams, leagues, franchises and events define and align their brand thereby generating long term value,
  3. helps global sport properties navigate through India.

chlorophyll’s shift from brand creation to brand creation and execution, Khalap said it was necessitated because of a constant common feedback from clients: that once chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad agency, an event agency, an activation agency or a digital agency, there was a discernible gap in brand disciplines leading to loss of value.Ajit Ravindran, Managing Director & Co-Founder, Meraki Sport and Entertainment, said: “Sport sponsorships in India have traditionally been one dimensional with logo visibility being the only parameter used in decision making. However, today sponsorships need to evolve into value partnerships that allow organisations to leverage sport to achieve multiple objectives. The chlorophyll sports practice will help brands, teams, leagues, events, athletes and federations leverage the power of sport and will work towards enhancing fan connect.”

Two new digital initiatives:

chlorophyll also announced two new digital-driven, consumer-centered offerings that will help brands deliver better business impact. These are:

chlorophyll Digital Business Synthesiser

This is a time-bound, 5-step digital action model. It helps in creating ownable digital brand narratives to impact consumers and uplift business, through the use of proprietary models for research and branding, and its custom digital analytics tools.

chlorophyll leadership branding

chlorophyll’s shift from brand creation to brand creation and execution, Khalap said it was necessitated because of a constant common feedback from clients: that once chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad agency, an event agency, an activation agency or a digital agency, there was a discernible gap in brand disciplines leading to loss of value.This helps turn business leaders into leadership brands in the digital age through a proprietary leadership branding model.

Ashok Lalla, Digital Business Advisor, said: “I am excited to collaborate with chlorophyll, a firm I have long admired, to create these two exciting digital-driven offerings. These will help brands and business leaders use digital in a manner that will maximise their impact on consumers.”

Khalap said, “Over the past 19 years, chlorophyll has had the privilege of creating and transforming over 200 brands, including, for example Aptech, Ayush, BSE, CenturyPly, CG, CK Birla Group, FDC, Fortis, Ginger, Glenmark, India Today, Indigo Paints, Infosys, Mahindra, Mukand, Tata, The Lalit, Unilever and Zandu.”

“It steps into its 20th year as chlorophyll 3.0, empowered to transform client brands by being their custodian and guide through brand creation  and across all milestones of strategy and implementation for continued growth,” he added.

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