Branding, it is said, is a language between the product and the consumer. And few understand the language better than India’s premier brand consulting firm, chlorophyll. The firm, which has helped the likes of HLL, Infosys, J&J, Taj Hotels and Edelweiss speak the language, has just begun a new conversation.

The new chlorophyll website at www.chlorophyll.in is just that – more a conversation, than a conventional website. Conceived and designed by Indigo Consulting, the website is a series of conversations on branding. The links are in fact actual queries on the company and on branding, answered by Kiran Khalap and Anand Halve, and other members of the leadership team.

Even in terms of navigation and content, the site urges the user to 'experience' chlorophyll vis-à-vis conversations involving streaming video and adobe flash animations.

The site has been developed entirely in adobe flash with the help of XML and extensive usage of streaming video. The videos stream from a special flash media server, making for a smooth viewing of all conversations.

Keeping in mind fluctuating bandwidth issues of users, a 'text version' has been provided with each conversation.

Requirements of less patient users are catered to with a 'fact sheet' and 'contact us' within easy access.

There is also a 'start a conversation' link which urges users to post their queries, either 'brand-related' or otherwise to Kiran & Anand. All this adds up to a unique one-on-one experience for the user.

Overall website chlorophyll sports a friendly, warm and intellectual tone. It's a perfect mirror of what chlorophyll, the company is all about - people truly passionate about branding, yet totally chilled out in life.