Dhanlaxmi Bank - Purple People
The shortest distance between a client and its customer is often just a smile.
Credits FITCH, Mumbai
Dhanlaxmi Bank Ltd. enjoys a rich heritage in the Indian Banking sector with a strong focus on customizing
services and personalizing relations. It needed an identity as part of its Brand Building exercise to do deeds
that create an impact in their customer's life and make them smile. Titled 'Purple People', the idea was to pick
up random customers and do a variety of deeds such as surprise airport pick-ups, birthday celebrations, a purple car service etc. These deeds would be further captured and uploaded on the social media space.
The 'D' as a smile as well as 'The' of Purple People became the all encompassing extendible of the original bank identity to form a continuous yet independent new look and design language.