A JV between Genworth (GE), ADB, IFC and National Housing Bank - the new venture needed to build trust and get established, without using its lineage as its primary story.
What was harder is that the idea of mortgage has huge negative connotations in India.
IMGC was looking for beyond design from a brand development specialist. The strategic branding approach presented by DY Works showcased their ability to understand and decode the needs of the financial services industry and our specific end customer. The branding initiative helped us create a strong initial foundation with partners, but also to differentiate us as a B2B and B2C brand.Amitava Mehra, CEO, IMGC