Case studies

Marketing / Customer insight

Building a mass-market financial services brand


A Pan-Indian financial services group with an historic focus on the middle to upper income segments.

Project background

There was a desire to build a differentiated brand with high recall nationwide that would disrupt the market and establish themselves as the default brand for mass-market customers. They turned to Outsized to find branding and marketing expert to lead the definition and execution of the future brand and marketing strategy to deliver those key objectives.

Objectives and deliverables

Build a mass market brand that delivers high recall across target customer segments nationwide and establish a marketing, PR and advertising strategy and plan that supports the launch of this brand as well as future products and services.

Key deliverables included:

• New brand identity development
• Roll out of brand – internal and external
• Marketing, PR and Advertising strategy and plan
• Build and improve internal capabilities




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