Background

Since its establishment in 2002, Zeroin Limited, in partnership with EMDI, has been the leading institute in South India for the non-traditional arts such as Event Management, Advertising, Public Relations and Journalism. With a unique learning model, 100% industry-based faculty, 100% job placement record and earn-while-you-learn opportunities, the institute has many firsts to its credit.

Challenge

Zeroin was the holding company and a franchisee of the EMDI brand. Over the years, the company added more courses such as an MBA and DJing to its basket which were not part of the EMDI brand. As a result a comprehensive brand strategy and 360 degree marketing plan showcasing a new master-brand were required. We were tasked with creating and bringing this to life.

Action

Our vision was to develop a visually and verbally engaging brand identity which would serve as the basis for highly differentiated brand expression and 360 degree communications. We kicked off with an in-depth brand and business category audit to better understand prevalent branding practices in the category. Our analysis revealed that international institutes had more meaningful, impactful and differentiated branding solutions when compared with their Indian counterparts, a standard that we aspired to adhere to. We christened the new master-brand as ‘The Event And Media Instititue’ [team.i]. The tagline ‘School of New’ reflects the institute’s core differentiator as well as opportunities for non-traditional, new age career choices. The brand was brought to life through a stationary system, brochures, fliers, on-ground activation, website and social media.

Result

A very large number of students registered with the institute. In just a span of a few months, team.i is an established brand expecting to more than double their intake for the 2011-2012 academic year.