വർക്കാവും

Transorze: Revamping a Legacy Brand with a Youth-Centric Identity

How do you take a decade-old, trusted institution and make it resonate with a new generation? That was the challenge Mentar Ventures faced when Transorze, Kerala’s leading skill development institute, decided it was time to reinvent itself.

The Challenge: Bridging Legacy and Modern Aspirations

Founded in 2010, Transorze had trained over 25,000 students in Medical Coding, Transcription, AI-driven Digital Marketing, and more. With 11 branches across South India and 100+ MNC affiliations, the brand had built deep credibility.

But as India’s youth landscape evolved — faster, bolder, more aspirational — Transorze needed a new story. One that could retain its legacy while appealing to a generation driven by possibilities.

The task was to transform a familiar educational brand into a youth-first movement for employability — with limited time, tight budgets, and the added challenge of coordinating with a busy brand ambassador schedule.

The Strategy: Building a Movement Around “Work Avum”

Our team at Mentar Ventures began with a simple question: what does Transorze truly stand for today? The answer was empowerment — giving young people the skills and confidence to start working.
That insight became the foundation of the brand’s new identity.
We created a bold, youthful visual language — clean, vibrant, and full of energy — while maintaining the brand’s professional roots. Then came the campaign idea that tied it all together:

“Work Avum” (Let’s Work)

More than just a tagline, Work Avum became a call to action — symbolizing opportunity, ambition, and a shared drive to move forward.

The Execution: A Fresh Face and a Fresh Voice

To connect emotionally with the youth, we onboarded acclaimed filmmaker and actor Basil Joseph as Transorze’s new brand ambassador — a face that embodies ambition, relatability, and creative success.
We launched the “Work Avum” campaign in phases:
Teaser Phase: A series of cryptic visuals and short clips hinted at a major transformation, sparking curiosity across social media and campuses.

Main Campaign: Featuring Basil Joseph in energetic, youth-driven video stories that celebrated employability, confidence, and skill-based success.

Outdoor Campaigns: High-visibility hoardings across Kerala showcased the refreshed brand identity — modern, bold, and instantly recognizable.

Each touchpoint reinforced the message that Transorze was not just about learning — it was about working, growing, and succeeding.

The Results: Legacy Reborn, Youth Reconnected

Successful Brand Revamp: Transorze’s refreshed identity bridged trust with trend, appealing equally to parents, students, and educators.

High Youth Engagement: The “Work Avum” campaign resonated across campuses and online communities, inspiring conversations around employability.

Strong Brand Recall: Basil Joseph’s presence amplified relatability and strengthened brand recall.

Wider Visibility: Despite budget constraints, outdoor and digital reach across Kerala achieved strong brand lift and awareness.

Revitalized Positioning: Transorze successfully repositioned itself as a youth-first skill development brand, grounded in credibility but designed for the future.

The Takeaway: From Training to Transformation

With Work Avum, Transorze didn’t just get a new logo or a campaign — it got a new energy. The rebrand turned a respected institution into a relatable, youthful brand with a renewed purpose:
to empower every young Indian to say — Let’s work.