Presented By:

Rashmita GohatreAmey Kumbhar

Chaithra Mohanan

*One of India's largest home-grown companies, Videocon has had an image makeover that portrays

it in a more modern light.

•Durables major Videocon rebranded itself in June 2009

• It shed its solid steel 'V' for a more fluid, lava like 'V', coupled with a new proposition – 'Experience change'.

Prior to this, the brand has banked on other taglines, such as

Technology for health and pleasureBring Home the LeaderNew Improved LifeThe Indian MultinationalWhatever role life gives you, play it bigEco Logic for sustainable life

The brand, has been in existence for more than two decades, has managed to target middle class segments

It is perceived as a brand for the Indian middle class -- no frills, no glamour, simple, reliable and hassle-free.

This rebranding exercise is being read as cues of Videocon making forays into the premium segment.

However, in the high-end products segment, Videocon is way behind Samsung and LG.

For example, the window air-conditioner category is doing well, not much is happening for the brand in the split air-conditioner category.

With the present generation of consumers moving fast towards the premium segment, even for their first buys, the brand is not being seen as the preferred one.

As a result, it is not able to cash in on the high growing segment, which is the premium category of products.

Cont…

This prompted Videocon to opt for a change. It has decided to focus on the premium segment

and would now diversify into other related high-growth categories with the launch of its mobile services, handsets business and IDTV/D2H (in-built set-top box with single remote).

Videocon expects to double its turnover in the next couple of years, and a large part of the increase is expected to come from these high-growth segments.

The brand will also be positioned to make a connect with the hearts and minds of young-at-heart consumers.

Cont…

Adds, K R Kim, vice-chairman and CEO, Videocon Group, in a communiqué, "The rationale behind Videocon's brand evolution comes from our constant endeavour to listen and respond to the changing market dynamics in India and overseas."

Cont…

The re-branding comes after a major review of the brand's advertising and media planning.

The group had put up the account, estimated to be in the region of Rs 200 crore.

To communicate the change in identity, the brand engaged in strong marketing initiatives and promotional campaigns across all the media, including print, electronic, radio and various BTL and on-ground activities, marketing collaterals and visual merchandising.

• Fresh and RelevantIt was a campaign that had a whiff of fresh air and also projects a brand identity that people can relate to easily.

• VibrantThe green colour for the “V” logo is Vibrant, appealing and also provides continuity from its earlier green products platform

• Well Launched The decision to launch the campaign at the IIFA 2009 was a masterstroke since it guaranteed eyeballs and also combine its punch line with IIFA’s green pledge.