Connecting non-smart TVs to digital content
Elephant Design created comprehensive branding with culturally relevant naming and visual identity, delivering market differentiation for a startup's entry-level entertainment device.
India’s first
wifi based subscription TV
Brand Nomenclature and Positioning Application guidelines development 
Project Description: Developed complete brand identity for Plug and Play Ltd.’s affordable device that transforms regular televisions into smart entertainment systems, targeting underserved markets beyond urban upper-middle class consumers. 
Bridging the Digital Divide
Founded by veterans from media and entertainment industries, Plug and Play Ltd. identified an opportunity in India's evolving content landscape. While OTT platforms, smart devices, and entertainment technology were rapidly growing, their benefits remained concentrated in upper-middle/upper classes in urbanized environments. The startup developed an affordable device to transform non-smart TVs into modern entertainment systems and approached Elephant to create a brand identity that would help them successfully launch and carve a market share in this competitive space. 
Amplifying Access to Entertainment
DorPlay aimed to democratize smart entertainment for Indian households previously excluded from the digital revolution due to cost barriers. The strategy focused on positioning the device as more than just technology but as a connection enabler—bringing families together through shared entertainment experiences while offering individual content choices previously available only on expensive smart TVs. With affordability and ease of installation as key differentiators, the brand sought to expand the consumer base for digital content beyond traditional urban markets. Culturally Rooted Identity
Through a strategic naming process, 'DorPlay' was created to resonate with the target audience. 'Dor' means 'thread' in Hindi, metaphorically representing family bonds through entertainment and the interconnected world of digital content, while remaining pronounceable and memorable across markets. 
Connecting Visual Threads
The visual identity utilizes a connection theme with the lowercase 'dor' in DorPlay featuring letters that flow seamlessly into each other, symbolizing digital connectivity. Bold, youthful red and blue colours create vibrancy while maintaining strong visibility across applications, from the device itself to marketing materials.
The lowercase typography was intentionally selected to make the brand feel more approachable and friendly, particularly for emerging market consumers who might be intimidated by sophisticated technology. This approachability reinforces the brand's core promise of simplicity and accessibility while differentiating it from competitors who often emphasize technical sophistication. 
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