Purvita Chatterjee

Mumbai , June 30

CHLOROPHYLL, the fee-based brand and communications consultancy, has been appointed by the Indian Hotels Company for developing its new budget hotels brand - indiOne.

Having launched its property in Bangalore, the indiOne brand will soon be extended to more cities in the country and abroad.

Speaking to the Business Line, Ms Shiela Nair, Chief Operating Officer, Roots Corporation Ltd, the new subsidiary company floated for the budget hotel venture, said, "We have appointed Chlorophyll as our brand consultants and we expect it to take the brand through the market."

Working in tandem with the marketing department of the company, Chlorophyll's current assignment is to develop direct marketing initiatives to reach out to the target market, apart from designing logos and signage within the hotel.

Chlorophyll was involved in designing the Web site for indiOne.

Mr Anand Halve of Chlorophyll said, "Since the proof of any service brand is in its delivery, we have been working closely with the marketing team even before launching the brand. From designing the furnishings to devising the name for the in-house cafeteria, Chlorophyll has been involved in creating effective communication to help in the delivery of the brand.''

In fact, Chlorophyll has even gone to the extent of designing the sugar and ketchup sachets for the indiOne brand of hotels.

"Creating the brand from scratch, we have developed an integrated approach to the designing of the brand,'' said Mr Halve.

Chlorophyll will also create the marketing material for the hotel's potential clientele. This involves creating brochures, stickers and posters - instead of using the mass media as of now.Mr Halve said, "As the indiOne brand expands, direct marketing will not be adequate and that is when mass media may be required for communication.''

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