'Umang' : Happiness
In
an environment where the Government is aggressively promoting
construction of 'basic' houses for slum dwellers and the poor under
various schemes, the DBS Team decided on creating a unique image for the
houses it builds. The aim was to establish the significant and
differentiated presence of DBS in the market – both for the customers
and the investors/ financing institutions. The DBS Team therefore
decided to create a 'brand' identity that highlighted the management's
strategic focus and choices, quality, features and design of the
apartments, and the added value in terms of community development
initiatives. Since, the long-term aim is to have customers who are
satisfied with physical and operational functionality, quality, and
performance of the schemes of DBS Communities, the Team decided on using
the name “UMANG” - meaning Happiness. The name “Umang” draws attention
to the emotional aspect and satisfaction customers would experience once
they moved into DBS constructed housing projects.
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