LIVING THE BRAND - A metro led identity into Indians everyday commute aligning with India’s progress Qorus-NTT DATA Innovation in Insurance Awards 2026

The objective was to launch the new brand identity in the high trust high frequency public environment where it could be experienced organically as part of daily life rather than announced through traditional media alone. By choosing the metro the intent was to embed the new identity into everyday routines, ensuring repeated, unforced exposure. We also wanted to leverage the metros credibility and scale to transfer trust to the new identity. We wanted to reach a diverse audience across age, income in a single activation. We also wanted to signal progress, modernity and future readiness by aligning the brand with India’s most visible symbol of urban transformation. The creative idea was to launch the new brand identity by placing it where the city already moves-within the metro-so the brand becomes part of the commuter’s every day journey rather than a onetime announcement. Also, intention of doing this in a large scale in Pune, i.e: sponsoring a metro station for a certain amount of time, and changing the name of the station, and branding the trains for six months, was that the brand “BAJAJ” is very much an integral part of Pune’s DNA as it is headquartered here. This was also done keeping in mind that in 2026, will not only Bajaj General complete 25 years , but the Bajaj Group will also turn 100 years. To reinforce the group and the Organisation’s commitment to the citizens of Pune and India at large, this branding was initiated and launched at Yerwada metro station in Pune followed by the city of Hyderabad & Kolkata. Instead of revealing the logo through a single unveiling moment. The identity was integrated across Metro touchpoints, platforms, concourses, entry-exit zones allowing people to encounter the new brand repeatedly and naturally as they move through the space. The identity was not positioned as advertising but as a civic presence - confident, modern and integrated into urban life. The ideas ensured the new logo was not seen just once - it was lived with, accelerating recall, relevance and emotional connection at scale.