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Scope of Work

.01/

Communication Strategy

.02/

Complete Branding

.03/

Visual Merchandise

.04/

Films

Research & Strategy

We began by analysing key competitors, including The Tata Imagination Challenge, Accenture Innovation Challenge, ACE Challenge, and Mahindra War Room. Each of these competitions had strong positioning, but we knew TUP had to stand out by striking an emotional chord.

Through research, we arrived at a core insight: Every innovation starts with a question. Curiosity is the driving force behind innovation, and the simplest yet most profound question is: How?

This led to the creation of the tagline: “Be the now, Ask the how.”
The visual identity was built around the Explorer archetype, using a vibrant colour palette to symbolise curiosity, creativity, and limitless possibilities. This approach set TUP apart by inspiring participants to not only dream big but to actively explore solutions.

Creative Idea & Execution

.01/Branding
  • A bold, dynamic logo encapsulating exploration and forward thinking.
  • A vibrant colour palette designed to energise and inspire, while visually setting TUP apart from competitors.
  • Consistent brand elements across all touchpoints, from social media to merchandise, creating a cohesive identity.
.02/Communication Strategy

Messaging centred on curiosity and action, encouraging participants to break free from conventional thinking. Every asset reinforced the theme of exploration and the transformative power of asking “How.”

.03/Visual Merchandise
  • Custom-designed merchandise, from T-shirts to notebooks, reflecting the vibrant and dynamic ethos of TUP.
  • On-ground visual elements like banners and installations for live events to build excitement and engagement.
.04/Films
  • A series of high-energy promotional videos showcasing past participants and their groundbreaking ideas.
  • Inspirational storytelling highlighting the transformative journey of innovators, tied back to the competition’s ethos.

Results of the project

Increased Registrations
TUP Season 9 saw a record-breaking 19,000+ registrations, marking a significant surge in student interest across campuses nationwide.
Enhanced Brand Perception
Reliance solidified its position as a leader in innovation and talent development.
Social Media Buzz

The tagline “Be the now, Ask the how” became a rallying cry, with vibrant visuals dominating social feeds.

Event Success

The competition events received overwhelming attendance, creating a buzz among India’s brightest young innovators.