We all want to move towards a more circular, sustainable future. In reality, billions of people still need plastic and still use fuel. ResGen tackles both at once, turning previously unrecyclable plastic into low-sulphur, high-calorie virgin oil that can be used as fuel or reformed into new plastic, through a circular and, crucially, scalable model that powers India’s transition to a regenerative economy.
When ResGen, then called EcoJanitors, came to Outfly, it had a strong proof of concept. The new challenge was its IPO. It needed investment and buy-in from a world that, after decades of tokenistic corporate greenwashing, had grown apathetic and sceptical towards regenerative initiatives.
Our answer was a resilient brand with a distinct market position, backed by best-in-class 3D animation, a new website and a multi-channel campaign aimed at retail investors. It started with strategy: drilling into ResGen’s target customers and core values to understand its place in the market, then a naming workshop to move on from EcoJanitors. We landed on ResGen.
From there our designers built the visual identity. After several iterations it took a brutalist direction that captures the processing and recycling at the heart of the business: seemingly disparate shapes that don’t fit together, and yet do, just as ResGen brings together random pieces of rubbish to form a single efficient product. A G icon and a bold green and white palette place the brand firmly in the regenerative economy.
Then came the 3D. We explained ResGen’s highly technical solution in a video anyone could understand, inspiring hope through an emotive visualisation of plastic being removed from a natural scene. The message was clear: through ResGen, ecosystems can regenerate back to life.
That video sits at the centre of the new website, a hub that brings together the key messaging and graphics behind ResGen’s game-changing proposition.
Kudos to you guys & the entire team at Outfly. The support from the team has been overwhelming.
Kunal Bora, Chief Financial Officer, ResGen
To support the IPO, our growth team ran a paid campaign promoting ResGen to retail investors on Twitter and Meta. On a spend of $550, it earned more than 850,000 impressions, 2,000 link clicks and 131 file downloads.
The retail portion was subscribed 3.87 times, and the IPO overall was oversubscribed by 250%, enabling ResGen to raise its full ₹28.20 crore issue. ResGen listed on the BSE on 13 March 2023.
Outfly, a London brand, marketing and product agency, led ResGen’s rebrand, naming, 3D animation, website and IPO marketing in 2022.
Ahead of its IPO, the company needed a name and brand that could stand up to investor scrutiny. A naming workshop run by Outfly moved it on from EcoJanitors to ResGen.
The retail portion was subscribed 3.87 times and the IPO overall was oversubscribed by 250%, raising its full ₹28.20 crore issue.
A $550 paid campaign on Twitter and Meta delivered more than 850,000 impressions, 2,000 link clicks and 131 file downloads.
