Simultaneously inventing a category and creating India’s ﬁrst radio cab brand in 2007.
“If the services I use, like airlines and mobiles, offer a reliable world-class experience, why can’t my cab service?”
Name: Inspired by Meru, an unshakeable mountain at the centre of the earth in Indian mythology, that captured the brand’s solidity and reliability.
ideantity™: A graphic mountain with a path and the brand line ‘Rely on us’.
Customers enjoying a range of world-class business and travel services, juxtaposed with the outline of a cab, to suggest that Meru is comparable with the best.
About ‘occasions where you can’t do without a Meru’.
chlorophyll co-designed the entire brand experience: right from choosing a distinctive colour for the cabs, to driver uniforms!