Background

Ravi V Melwani is a pioneering entrepreneur turned contemporary philosopher, poet, speaker and author who now goes just by the name RVM. Armed with the determination to dedicate the rest of his life to propagate his personal philosophy of ‘Rejoice, Value life and Make a difference’, he has authored a series of books devoted to topics such as positive mental attitude, spirituality, quotations and much more.

Challenge

Brand RVM needed a compelling positioning strategy in accordance with the beliefs, teachings and values of this contemporary philosopher. Furthermore, a strong brand identity was also required to launch the brand.

Action

We studied select thought leaders and personal development coaches in order to better understand
the category. This allowed us to create a distinct and differentiated platform for brand RVM which was termed as ‘Positive Living’. Next we created a beautiful brandmark adorned with wings that articulates the transformation possible through adhering to the RVM philosophy.

Result

Brand RVM was successfully launched to the world in 2009 with books selling out in record time. Today
the brand has significant awareness, particularly in Southern India.