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Tata Power-DDL is a joint venture between Tata Power Company and the Government of NCT of Delhi. It distributes electricity in North & North West parts of Delhi and serves a populace of 50 lakh. The company started operations with a registered consumer base of around 12 lakh on July 1, 2002 post the unbundling of erstwhile Delhi Vidyut Board.
10 years after the formation of the Joint Venture, there was a high level of inconsistency in the brand experience across several brand touch points. There was a parallel use of both (old and new) the brand identities without any consistent style of communication. A much refined set of guidelines was needed to build upon their brand as a Joint Venture for creating uniformity across several brand touch points and retaining the connection with the parent brands.
After the creation of the brand guidelines and the concept, a consistent look and feel was implemented across all the touch points, thus making the brand look more mature and organised than before. The new power mark and a concept of PLEDGE, created by Brands of Desire, helped them articulate their thoughts and aspirations to their customer base and made them the most respected power supply company in Delhi and the region of NCR.
Brand Symbol – Power mark
Brand CSR presentation