• Transform magazine
  • June 26, 2022

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CLP India rebrands to Apraava Energy, marking new era for Indian energy sector

TT 16 November Apraava Energy

Global brand transformation company, Landor & Fitch, helped energy company CLP India rebrand to Apraava Energy. Lead by Landor & Fitch India, the rebrand aims to bring increased visibility to a new business strategy that seeks to the double the company’s portfolio.

With a long heritage and strong appreciation for Indian culture, the new brand name combined the words of Sanskrit elements: Agni (Fire), Prithvi (Earth), Ambu (Water) and Vayu (Wind) to create ‘Apraava.’ The new name is a metaphor for energy shift from thermal to sustainable sources like earth, water and wind. To reflect this, Apraava aims to follow industry commitments to generate sustainable power, contributing to India’s renewable energy target of 450 gigawatts by 2030.

“CLP India’s ambition and vision for the future of Energy in India, captured in the brand idea of Energy In Action is very bold and exciting. We are delighted to have co-created a brand that reflects energy, optimism, and vibrancy, and one that appeals to all stakeholders, from employees to partners, customers and society at large,” says Lulu Raghavan, country managing director of Landor & Fitch India.

The energy in action strapline aims to reflect the brand’s drive to create impact beyond profit. Aside from the external proposition, the launch of the slogan seeks to be a conduit for employees to take part in a culture that is vibrant and representative of the brand’s values. The brand also uses a real-time online algorithm, which pulls weather and energy data from Apraava’s power plants, to visualise energy patterns, creating a design system that moves along with nature itself.

“As we embark on a new chapter in our growth story, we remain steadfast in our commitment to building a sustainable power company that embodies ‘Energy in Action.’ In line with this, we will support India’s ambitions of providing clean and sustainable energy to all in the development of a low-carbon nation. We look to the future as Apraava Energy with confidence and resilience that has been a part of our culture for years,” says managing director of Apraava Energy, Rajiv Ranjan Mishra.