BSES

Making a power company feel human.

BSES Rajdhani and BSES Yamuna are Delhi's two principal electricity distribution companies, serving millions of households across the capital. Their communication problem wasn't visibility — it was warmth. A utility company, by definition, communicates in the language of bills and outages. We were brought in to change that register entirely.

Our work spans the full range of brand communication — seasonal campaigns advising consumers on power conservation in winter and summer, monsoon safety advisories, and the ongoing editorial work of newsletters and corporate and CSR booklets. Each of these serves a different audience and a different moment, but all of them carry the same underlying argument: that an electricity company has a relationship with the city it powers, and that relationship deserves to be communicated with care.

The design language that runs through all of this moves away from the expected corporate blues into something warmer, more neighbourhood. Typography that feels like a local magazine rather than a government circular. The result is communication that people actually read — and that BSES's own employees feel pride in sharing.