Brand

Saw an interesting cute green colored animation ad yesterday on one of the news channels, they were showing some birds & the reason for my increased curiosity along with resistance to switch channel during that break was the fact that those birds were somewhat resembling twitter bird :-). But that ad actually had nothing to do with twitter & to my surprise it ended to be of none other than the traditional consumer durable giant (or shall I say erstwhile giant) Videocon. The clipping ended with a message – change is happiness. Seeing such a major brand makeover from sturdy steel colored V to a fluid green colored V was indeed a happy change.   

“The Videocon logo is the heart of the new brand identity. The Fluid lava reflects the brand idea, ‘Experience change’. The color palette has been chosen to reflect the philosophy of Videocon Group i.e. the color green is symbolic to the company’s ecology drive” says the official coverage of Videocon. You can read more about it here.

Some of the major changes which I’ve observed in their current campaign strategy – this time apart from conventional media, I can already see their presence on digital medium too; their website along with the re-launch in other medium has gone for a change as well and is completely in sync with their new brand positioning plus they are promoting e-selling through their web channel. Well, as per me I loved this change & I think just like Sony even Videocon was in much need of a facelift. Somehow Videocon has lost that connect with today’s consumers, not only in terms of messaging & communication rather in terms of their product deliverables too. It’s good to see news of launch like mobile services & DTH services from Videocon. They are also augmenting their current offerings to suit the taste of today’s Indian consumers. Considering the sea change in Indian market dynamics over the last decade I think it’s prudent of these established brands like Godrej or Videocon to change their pace as per current times.