VIDEOCON BRAND REJUVENATION: OLD WINE IN A NEW BOTTLE?
To be successful in the long haul, marketers need the flexibility and mind to crawl with the ants and fly with the birds. When brands are looking beyond the traditional attributes by taking up larger causes as a plank to talk to consumers, it was then Videocon's turn to change logo. Videocon Group, the Rs 5,000-crore conglomerate, has embraced a new brand identity. The brand has shed its solid steel 'V' for a more fluid, lava like 'V', coupled with a new proposition - 'Experience change'
The group which has been serving the nation nearly for the past 25 years took move in tunes with the changing global scenario. Marketers are and must continue to be the soul keepers, it's important for marketers to be 'eager beevers', know every process connected to their brand, keep their 'ears on the wind', know every trend and have the tenacity to wear out the soles of their shoes-'a feet-on-the-street' approach to their profession. The brand's advertising had acquired a slightly more sophisticated and intelligent tone of voice .
The new logo is apparently 'at the heart of the new brand identity. The Fluid lava reflects the brand idea, 'Experience change'. The color palette reflects the philosophy of Videocon Group i.e. the color green symbolising the company's ecology drive'.
Prior to this, the brand had banked on other propositions, such as 'Technology for health and pleasure', 'Bring Home the Leader', 'New Improved Life', as well as the most recent one, 'Eco logic For Sustainable Life'.
The company unveiled its new tagline recently, at an event promoting the 2009 chapter of the IIFA awards. The new logo was unveiled in San Francisco, by the Videocon brand ambassador, Shah Rukh Khan. The 'V' in the new logo Conceived by Interbrand, Singapore, is representative of the new identity of the brand - an identity that is fresh, dynamic, and has been provided a life of its own. Chouw and Mouw, both of which have distinct identities are the two animated characters that composes the new "V" in the logo.Chouw and Mouw are 'live' characters, which are used through a series of short videos to tell simple stories, each depicting a positive dimension of Videocon's new tagline, 'Experience Change'. Both have certain personality traits, based on their physical attributes.Chouw, the bigger one is slow but ardent; strong and silent; he is patient, good natured, kind, and maybe a little romantic too. The smaller one, Mouw, is quick witted, energetic bordering on restless, curious, and funny. Physically, they can coerce their bodies into rudimentary shapes that help them to get on with tasks at hand.
Prasoon Joshi of McCann Erickson India, reported that keeping in mind the brand equity and recall Videocon enjoyed, the task at hand was challenging. So, keeping in mind that the brand was getting into new age categories, it was decided to get rid of the static nature of the brand and making it to move on. Thus, the new identity is expected to bring energy into the brand.
As far as the characters are concerned, Joshi maintains that they will help to create buzz and visibility around the transformation and establish the new logo in the consumer's mind effectively.
Why this change?
The brand's appeal to an upmarket audience was limited, is perceived as a brand for the Indian middle class - no frills, no glamour, simple, reliable and hassle-free. However, in the high-end products segment, Videocon is way behind other leading consumer durable companies.For example, when it does well in the conventional CTV category but not much in the LCD category. Again, while the window air-conditioner category is doing well, not much is happening for the brand in the split air-conditioner category.
Marketers will have to surrender their brand to consumers. Demographically, the Indian consumer is getting younger -by 2010,it is predicted that half of the country's population will be below the age of 25. In 2008, Godrej, the 112-year-old consumer durable major identified this when it opted for a makeover. Though its typography and logo remained the same, a few colours were added to the logo to make it look more vibrant.
Experience change with Videocon Group drive, and the company's trust in the 'Customer First' mantra has been the motivating factor behind this initiative. As customers' aspirations keep on changing marketers strive to live up to their expectations. This prompted Videocon to opt for a change.
Indeed in a crowded environment, brands using causes or issues as a plank look to break the clutter. Following the rule of keeping the bottom line bold, brave and different, having the courage to stand by our convictions, and most of all to have fun while doing it,- The new logo and products enjoyed the appreciation of admirers amongst the media, which was further restored by the coverage generated.
Change is inevitable in all spheres of life, as someone once said when you are through changing, you are through!
