Chhalaang

Business Problem

Aqunova Pharma needed a unifying theme for the financial year that could align teams across regions, roles, and products.

Insight

A theme works best when it continues an existing narrative rather than starting from scratch, with qualities valued within the organisation, especially in sales and field teams.

Solution

After Lakshya, which was the previous year’s theme, the natural next step was action, taking a leap toward those goals. Hence I named the annual theme as “Chhalaang”, centred on the idea of taking a confident leap forward. Strength, speed, and stamina were values that the company wanted themselves to be associated with for the coming year, that is why I used Cheetah as a symbol to shape the narrative.

The theme was reinforced through multiple touchpoints such as updated group display pictures, personalised mugs for team members, consistent use of the Hindi tagline we came up with, and a launch video inspired by a popular Bollywood song to act as a jingle.

आरंभ की शुरुआत,
लक्ष्य की पहचान,
उड़ान की ऊंचाई,
और अब क्या?

अब तू ले छलाँग!

Aarambh gave us the courage to begin,
Lakshya provided clarity of vision and,
Udaan inspired us to soar to new heights.