14th October 2023 Protean eGov Technologies Limited (formerly NSDL e-Governance Infrastructure Limited), a pioneer and technology leader in creating Digital Public Infrastructure (DPI) and population-scale e-governance solutions unveiled its first ever 360° brand campaign titled ‘Change is Growth’ today.
The campaign is the company’s first attempt to create awareness of Brand Protean after its rebranding from NSDL e-Gov Infrastructure Limited two years ago. The campaign further attempts to highlight Protean’s leadership position in digital public infrastructure and reg-tech space, showcasing Protean’s impact in its 28-year-long dedication to pioneering innovation in this field.
Speaking about the campaign, Gaurav Ramdev, Chief Marketing Officer, Protean eGov Technologies said, “We are thrilled to launch Protean’s 360-degree campaign. Protean has been at the forefront of creating Digital Public Infrastructure for India in the last 28 years, and we continue to stay committed to our mission of financial & social inclusion. Through this campaign, we hope to deliver mass awareness for the brand and reaffirm our commitment of driving transformative change for a billion people. Our endeavors such as Pan Card processing, National Pension Scheme (NPS), Founding partner to ONDC, and regulatory tech services like E-sign, E-KYC, and E-Authentication services, among others stand as examples of our dedication to contribute toward the digital infrastructure landscape.”
Conceptualized and developed by Ogilvy, the campaign conveys how initiating positive change can lead to a better transformation. “Change is Growth” is a visually captivating TV film that embarks on a transformative journey, symbolizing the power of change. The campaign’s centerpiece is a sixty-second TV commercial showcasing India’s DPI transformation. Starting in a cluttered office, a rolling glass paperweight that transforms itself into a giant digital ball symbolizes change, transforming the setting into a digital landscape, symbolizing progress. The message, “What happens when you set change in motion?…Everything changes,” emphasizes the campaign’s core. The new Protean logo, evolving from the NSDL eGovernance Infrastructure logo, embodies the brand’s new identity.
To watch the campaign TVC, click here
Speaking about the film, Piyush Pandey, Chief Advisor, Ogilvy said “India is admired today as a country that is transforming itself into a digitally empowered society at great speed and scale. It gives us great pride to partner Protean, formerly known as NSDL e-Governance Infrastructure Limited. The impact they have had has transformed people’s lives and businesses, empowering them digitally. This campaign celebrates the contribution that Protean has made to bring about a positive ‘Change’ in so many aspects of every Indian’s life. It is a brand that we should all know and be proud of and it has been our privilege to bring Protean’s contribution to life in this campaign.”
Protean is popular for its e-governance capabilities that have enabled national transformation in the spaces of taxation (PAN and TIN), social security (NPS and APY) and national identity (Aadhaar). It has expanded its services to the ONDC network and Account Aggregator ecosystem and also forayed into providing cloud and Infosec solutions for businesses.