The brand building exercise for Sangam Direct, ‘Shopping, ghar baithe’ for housewives was a challenge for VGC. Approached by HLL, VGC took up the task of creating the brand from the idea upwards. As brand custodians, VGC was involved in every aspect of Sangam’s evolvement. Be it strategising the corporate identity, deciding the brand personality based on research or the desired shopping experience. In tandem with the NIIT team, VGC created a brand that was modern yet warm, expert yet friendly, ethnic yet international.
 

  
   It all began when HLL approached VGC to be part of a brand-building exercise for a product that would have to be created from the idea upwards. An exciting proposition, more so in light of the fact that the product itself was a unique one. A holistic shopping experience aimed at the modern housewife in search of a smarter way to shop. The name given to it was Sangam. An experience that would allow the customer to buy all her household provisions from home, through multiple points of access be it on the website, over the telephone, through the services of a door-to-door salesgirl or via automated kiosks.

 Over the next few months as the project took shape, the name proved to be particularly appropriate, as marketing, creative and technical minds met to pool together their resources.   What played an important role in this exercise was the corporate identity. A task that VGC was no stranger to. As Sangam was in no way a regular brick-and-mortar company, the brand's identity would be the only face the consumer would see. Since the consumer would never step into a shopping arcade, she would never touch, feel the physical aspects of the service. VGC understood that the identity in this case was the ultimate interface, which would convey to the end-consumer the multi-dimensional aspect of the service. This identity also had to accomplish a major task: one that could cut across all cultures and levels of society, and at the same time, remain adaptable to all possible interfaces.