Conran Design Mumbai Revamps Adani Capital and Home Finance To Tyger Capital/Home Finance

EE News Desk Aug 29, 2024

As a part of the rebranding mandate, Conran Design Mumbai was responsible for brand strategy, naming, brand identity creation and activation across all touchpoints

Conran Design Mumbai has executed the rebranding effort of Adani Capital and Adani Housing Finance to Tyger Capital & Tyger Home Finance. The rebranding follows Bain Capital’s acquisition of Adani Group's stake in Adani Capital and Adani Housing Finance.

As a part of the rebranding mandate, Conran Design Mumbai was responsible for brand strategy, naming, brand identity creation and activation across all touchpoints.

Conran Design Mumbai's mandate was to come up with a new brand that highlighted customer-centricity, agility, and digital capabilities. The newly introduced NBFC brand, Tyger Capital/Home Finance, targets an underserved Tier 2 to Tier 5 audience of budding entrepreneurs and first-time homeowners who seek credible, quick, and hassle-free loan approvals. The brand's promise is anchored on flexibility, speed, and transparency, with a core belief in providing a platform for customers to fulfil their dreams.

These attributes are embodied in the bold name, ‘Tyger Capital/Home Finance.’ The brand identity captures the essence of speed, motion and protection, supported by a valiant spirit represented through Dynamic Green and Trustworthy Blue. The deliberate articulation in the 'R' of Tyger’s logo nods to the financial sector with a rupee symbol, while the two horizontal lines and forward arrow in the visual mark convey speed and agility. The logo shape creates a striking visual world, featuring devices like ‘The Window’, which provides a glimpse into the world of Tyger, and ‘The Spotlight’ to highlight entrepreneurial stories supported by Tyger.

The rebranding initiative also included the creation of a suite of well-designed templates, a launch film, and robust brand guidelines to ensure consistency and brand amplification.

Reflecting on the rebranding process, Gaurav Gupta, Founder, CEO & MD, Tyger Capital said, "Conran Design Mumbai approached the rebrand of Tyger Capital and Home Finance with bold thinking and agility, embodying a true 'one team' spirit. This collaborative effort has resulted in a new brand purpose that transcends mere transactions, powerfully reflected in the name and identity. The rebranding initiative has successfully carved out a distinctive position for Tyger Capital and Home Finance within the industry.”

Geet Nazir, Managing Director, Conran Design Mumbai said, "Conran Design Mumbai is proud to have partnered in the creation of the Tyger brand. It is rewarding to see the role design can play in bringing a larger vision of financial inclusion to life. Working alongside Gaurav and his wonderful team, who trusted us to realise their ambition to uplift and empower the nation, has been an incredible journey.”