Fullerton - I-AM Mumbai

Fullerton India started its India operations in 2007, and today it is one of the leading NBFCs with a pan India presence. With a valued strength of 13, 000 employees, it offers financial support and partnership to over 2.8 million customers, across 626 branches. Fullerton India operates in the niche sectors, and provide financial access to the underserved and unserved segments. Fullerton India Credit Company Limited is a wholly owned subsidiary of Fullerton Financial Holdings Pte. Ltd., which in turn is a wholly owned subsidiary of Temasek Holdings Pte. Ltd., Singapore. In an underpenetrated financial market, the opportunity to make a difference is tremendous. However, in our analysis of the various offerings in the market, we learnt that most of the players did not provide all the requisite information and solutions. We conducted a workshop with the key team members of Fullerton wherein we identified this as a key insight. In fact, most people end up availing of the wrong financial products. The proposition we agreed upon was something the brand was doing since inception – Building long-term associations and strong, trusted relationships with all its customers by respecting their needs and privacy. Fullerton ensured it understood the customer’s problems and would only do what’s right for them. This gave rise to the tagline – Rishta Saaman Ka (Relationship based on respect) What we did Brand Identity Refresh Visual Language Creation Brand Application Brand Collateral