The brand is Ek India. The name is a unifier – in sync with the content we will host. We will be working with content from across all parts of India – across various themes of talent and adventure (more like People Are Awesome), heartwarming (poke my heart), culture, trending and viral and so on. Ek India speaks in variety, yet will maintain consistency.
The content will be hosted on social platforms, Facebook, Youtube, Instagram and Snapchat. Unfiltered stories/moments that people have captured on their phones/handheld devices will be presented to a wide audience – and in the process, we, at Jukin, make sure that the video creator is monetarily rewarded.
What we are: Exuberant, heartwarming, positive, evocative, culturally curious,
What we are not: Biased, pandering, political
SCOPE OF PROJECT
Identity System Design
Digital and Printed Marketing Assets
Our Quick Read of Logos in the Indian Content Space
Memes, news, curations, originals and UGC content
EMPHASIS: VISIBILITY & MINIMALISM
(plus integrated visual element)
Avoid ‘kitsch’ness/ cliche’ exoticism
Understanding the Users
At the outset, when it comes to the Internet, it is hard to define a TG because the content may invariably touch anyone. In an atypical manner, anyone with a smartphone needs to be engaged.
However, we would target 18 – 35-year-olds across the country. These are the people who love scrolling through content between breaks or when they find it hard to sleep at night. We also want to target “enthusiasts” who are people who want to share their viral clips with us. The language of the brand will predominantly be English so we are looking at the educated/fairly exposed/outgoing Indian population.
Defining the Brand
An India brand that will host high-quality user-generated content. The brand will be powered by content produced by everyday Indians. We can call it unfiltered storytelling.
As we say at Wololo: The future of storytelling is user generated.
The brand is aimed to become youthful, conversational, fun and most importantly viral.
Wololo developed an entire identity system to make sure every customer touch-point reflected the brand. The rebrand included updating the logo, introducing a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical event and its digital extensions.