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Year: 2007
Problem

Parag Parikh is India’s guru on Behavioural Finance; and his firm PPFAS, renowned for long-term investments. But its identity did not reflect either of these truths.

Key insight

If PPFAS communicated its ruthless commitment to ‘long-termism’, it would attract investors who did not necessarily seek equity investment as a thrill!

Communication solutions

An ideantity™ that drew inspiration from a widely known Aesop Fable of the winning tortoise and the losing hare. To complete the cycle of branding, the brand line ‘There is only one right way’ became the name of Mr Parikh’s next book!

Behavioural solutions

chlorophyll created templates for individual behaviour, corporate behaviour and metrics of success along with the senior management in PPFAS.