Background

IdealInvent Technologies is a company specialized in delivering key information solutions and services for the banking, financial services and insurance (BFSI) sector. The company has developed an array of smart banking solutions for the microfinance and financial inclusion sectors – launched under the brand name Milega that provides a platform for financial transaction-based services.

Challenge

Milega, which means ‘obtain’ in Hindi – India’s national language – was developed using IdealInvent’s expertise in the information technology and banking software space. It needed a brand strategy, identity and go-to-market platform in order to create awareness among potential users and become a recognized brand among the masses of the country.

Action

We researched the microfinance and financial inclusion sectors in order to better understand their unique structures. Our deep understanding of the categories allowed us to craft a brand strategy built around the
idea of ‘Financial Emancipation’. The tagline ‘Empowering Change’ serves to portray the brand as a catalyst for financial self-dependence. We created a visual identity comprised of a symbol and wordmark, in the Indian national colours to connect with rural and urban Indians alike.

Result

We successfully helped define, create and launch the Milega brand and are working on defining additional brand communications, activation and digital programmes.