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Year : 2004 to 2006



What can bind 9 not-for-profit trusts,15 for-profit hotels plus exports plus hospitality consultancy and 5 action zones in India (Environment, tangible and intangible heritage, traditions, tourism, infrastructure)?

Key insight

The answer lay in the founding principles of the world’s longest-serving custodianship.

Communication solutions

Two brackets that embrace two meanings: a red tikka with rice grains, the eternal symbol of a ‘welcome’ in India and second, the rising sun, the first symbol of the family of Mewar and a brand line about ‘custodianship’.

Behavioural solutions

Workshops with heads of not-for-profit and for-profit organisations to align behaviour of every single organisation to the values.