Can a young Indian brand be the country's new icon of progress?

OLA leads the app cab category in India. But the challenge with being at the top of such a new category, is finding ways to explode its growth. In OLA’s case, this meant exploding category recruitment and frequency of use, ASAP.

We worked 1-on-1 with the OLA team, meeting men and women across life-stages, across Metros and Tier 1 cities. We crafted starter concepts, iterating them through multiple design thinking workshops, and finally, using semiotics (i.e the meaning communicated by the visual elements of a brand) to get to positioning.

We recommended OLA’s brand positioning blueprint, put together OLA’s creative briefing docket and ran the briefing session for their creative agency. Our findings might also have inspired some of OLA’s recent feature innovations – but we promised not to tell 😉

Image Credit:
www.ft.com