Pitch india’s toP 50 Marketers awards 3

‘V’ for Victory

To keep up with the competition, Videocon infused more energy in the brand.
The new ‘V’ has maintained its consumer base and attracted younger TG too
By Pragati Ratti

T
he solid steel ‘V’ of Videocon ences organised around the
became a fluid green eco-friendly launch in order to create WINNING
stylish ‘V’, last year, suggesting awareness about the brand’s THIS
the restless youth energy. The new look. Digital, outdoor
change has been liked by everyone, by not and sponsored events were PRESTIGIOUS
only the consumers but the voters on ex- also used, while the Chouw- AWARD IS AN
change4media.com and our judges too. The Mouw jingle was leveraged
change makes the mother brand one of the on radio.
HONOR AND
winners of the Pitch India’s Top 50 Marketers The exercise of rebrand- PROVES OUR
Awards and at No 3 spot in the ‘Rechargers’ ing had its challenges too.
category. Videocon has been a popular Jaideep Rathore, CMO,
SUCCESS
Consumer Electronics, Videocon
“Winning this prestigious award is an honor brand and to imbibe the new
for us and it goes on to prove that we have Videocon in the minds of the consumers who changing and the green color of the logo is
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been successful in positioning ourselves as were used to the solid V of Videocon, was symbolic of the company’s ecology drive.
the company that works for the delight of a challenge in itself. However, says Rathore, The logo also has a liquefied, fluid-like feel to
its customers,” says Jaideep Rathore, Chief “The fact that the brand was getting into it which gives the feeling that the company
Marketing Officer, Consumer Electronics & new age categories, it was decided to get rid is on the move and can take any shape and
Home Appliances, Videocon Group. of the static nature of the brand and getting form.”
Green is the colour of the future, says it to move on. The new more fluid green Successfully establishing a new image,
Rathore, adding, “The new identity and logo ‘V’ logo was designed with the challenge Videocon has maintained its consumer base,
is based on the consumer-centric approach to penetrate the mindset of youth which is now adding a younger TG too.
of the brand and its positioning to be closer
to the consumers heart - both in terms of its
values and philosophies, as well as its servic-
ing aspects.”

Communicating the new V

The brand change was announced from Los
Angeles in USA, wherein the two characters
Chow & Mouw central to the theme of the
logo along with Shahrukh Khan launched the
new Videocon logo. A high blitz promotional
campaigns across all media i.e. print, elec-
tronic and radio along with various BTL & on
ground activities, marketing collaterals and
visual merchandising were undertaken, to
communicate the change.
The group also interacted with both the
national & regional media through confer- The new more fluid green ‘V’ logo was designed with the
challenge to penetrate the mindset of youth
52 | Pitch | November 2010

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