Brand Launch Announcement by Marketing Head | ANSR

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I am very excited and proud to announce ANSR’s new brand identity, along with the new logo. It marks a new, high-acceleration phase in ANSR’s journey and a new opportunity to help our customers modernize, transform and advance their businesses.

ANSR has worked hard for the past 15 years to be a customer-centric and inclusive organization, where the customers’ views, perspectives, culture, values and vision took precedence over everything else. Today, having established over 80 Global Capability Centres (GCCs), ANSR is uniquely positioned to help global enterprises build, scale and manage global teams in talent hubs across the world.

As companies look at aligning with the new emerging business paradigms, Global Capability Centers (GCCs) will have to alter their strategies as well. In the pre-Covid-19 era, GCCs were continuing to evolve and mature, albeit organically to deliver on a value proposition that has included a combination of cost, capability and capacity arbitrage. Well-operated and integrated GCCs were consistently delivering on superior cost, productivity and talent (quality, retention) metrics. However, within months of the pandemic, the traditional value proposition quickly became obsolete.

Furthermore, as companies transformed from centralized manifestations to globally distributed teams, several GCCs have been able to effectively demonstrate the power of GCC-enabled workforce transformation with uninterrupted availability, unfailing business continuity and, in many cases, with significant impact on productivity and business outcomes.

These recent changes to the GCC industry as well as ANSR’s business structure and vision provided us with the opportunity to stop and consider how the business is perceived by our customers, shareholders, partners and employees. We realised it was time to refresh the brand touchpoints, from messaging to visuals, which will help communicate the organization’s new direction with clarity and consistency.

The brand refresh is a significant milestone in ANSR’s journey. It’s an opportunity to reflect on everything that ANSR stood for and evolve the brand to better communicate our capabilities and realign with our new value proposition and vision.

ANSR’s new logo is a manifestation of the future we want to achieve, while staying rooted in our core values. We affectionately call this design the ‘Future Beam’ – a guiding light forward for growing innovative businesses.

We are where we are because of you, and with you. Together, we will continue to grow our businesses and achieve better outcomes.

Thank you, for your support and loyalty.

Smitha Hemmigae,

Head, Marketing

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