India’s first non-urban multi utility vehicle
Owning a four wheeler is a matter of pride and is considered a major milestone in India. Polaris, a leading American off-roader brand was collaborating with Eicher, India' s leading tractor brand to develop India's first multi-purpose personal utility vehicle. Eicher Polaris approached us to create the positioning, visual identity and livery.
After multiple visits to rural and semi-urban towns across India, it was evident that everything doubles up to form multiple usages and becomes a value creator around Indian lives. We proposed 'Zindagi Multiplied' as the apt positioning for this brand based on our insights. The vehicle is meant to bridge rural and urban life, acting as a one stop solution for a small time business owner’s transportation needs. We named it Multix to portray its versatility.
The brand had to exult strength & confidence for connecting with the audience, while being aspirational and approachable at the same time.
The visual identity depicted crossroads, with perfect geometry which also doubled up as a symbol of blossom or bloom to resonate with agricultural prosperity. In a cheery yellow, a closer glance reveals a multiplier symbol which is also the essence of the brand. We built the colour palette and retail identity largely around bright colours, which are evident everywhere in India.
The brand has been well received and is garnering a great response from consumers!