Brand logos as all in general public eye know are face of the huge corporations, which have become an inevitable part of our ever evolving lives. So eventually when these brand logos undergo a change we under our long standing inertial stupor wiggle and crib about the “unnecessary” new paint job done. But like it or not some of the most high performing companies from diverse sectors have had the audacity to shake of their bygone era identity logo and adopt a new riveting Avatar. I will specifically focus on two mammoth brands which risked shedding their old garb for some new makeover- Airtel and Hero.
Case I- Airtel - The new logo- a failure or just an imitation of rival telecom brand logo?
Airtel was always one of the biggest telecom major force to reckon with. Be it being market leaders in terms of having the biggest subscriber base or entering emerging risky(controlled) international markets. As a brand Airtel was always strong, though its service quality issues cropped up time and again. Anyways, though having a strong logo – a bold red set Arial calligraphy set logo conferred all the message about the strong identity of the company. Consumer connection and brand association were also fairly strong, when suddenly one day Airtel came up with all new logo. Critics pulled it down calling it an unnecessary aberration to an already successful brand story. Some called it a pull off of Vodafone logo. The consumer found a major disconnect with the sudden bold emblem being shifted to almost a swivelled @ . To add to the despair of Airtel brand managers, consumers rejected it because of the inadequate communication to piggyback the new changed avatar. Things were not looking hearty business wise too. African “safari” venture turned out to be not as lucrative as planned to be. To cut it short, things took a sharp turn this late August of 2011 in a rather August way! Airtel hired an outsider communication firm –Taproot media to come up with a new ad campaign. The result has been there for all to see. The “Har Ek Friend Zaroori Hota Hai” has turned out to be an iconic Class-A act by relatively niche firm like Taproot. The mass youth connect with the friendship under current has caught on like wild fire! Social media tools and microblogging community have embraced it like a teenage to PSP3 ! Suddenly the communication seems to complete the whole new evolved Avatar of Airtel over this one-one and a half year. So where Vodafone comes out with brilliant Zoo-zoo campaigns which are a talk to all ad-festivals, Taproot has surely put a big contender for Vodafone in reaching out to that ever-enticing Cannes Gold- the ultimate recognition internationally!
Case II- Hero –“Hum mai hai HERO!”
In times of scams and grafts, as the nation is gripped with a “confused, lost & indecisive” syndrome we need to be affirmed that the real change agent lies within all of us. Hero Honda, a number one in its category just in terms of huge volumes sold every year, come rain or shine, boom or recession! Hero Honda had proved that they were the best. But then the happy communion between the Munjals and Honda went for a toss, the Munjals wanted to come out of the long standing relationship with Honda and stand up alone. They knew the way, they just wanted the confidence from their supporters. They again went for an outside agency instead of tapping into their incumbents JWT and DraftFCB Ulka and came out with the simple yet resounding message delivered by the sonorous echoing voice of the Master, AR Rahman. The campaign visual also delivers strongly, creating a beautiful mosaic of dignity and self respect for the spectator. This campaign sure made heads turn- it created a lot of noise at the right time, mobilising the youth against corruption in the Jan LokPal agitation. Twitter and Facebook as well other social media platforms were replete with voices calling out for the revolution using this synonymous auguring simple line “Hum mai hai Hero!”- stand up, for you can bring in the change you wish to see. Both the campaigns have done a lot in terms of consolidating the brand position and creating a place of high relevance in the market. As they are welcomed amid a raucous fanfare and aplomb I wish to see more such soul elevating campaigns done by smaller media firms in near future. Till then for nth time today ..and here it comes again on the Tube “ Jaise chai ke liye toast hota hai.....Waise hare ek Friend Zaroor Hota hai” Amen to that! Ciao!
Case I- Airtel - The new logo- a failure or just an imitation of rival telecom brand logo?
Airtel was always one of the biggest telecom major force to reckon with. Be it being market leaders in terms of having the biggest subscriber base or entering emerging risky(controlled) international markets. As a brand Airtel was always strong, though its service quality issues cropped up time and again. Anyways, though having a strong logo – a bold red set Arial calligraphy set logo conferred all the message about the strong identity of the company. Consumer connection and brand association were also fairly strong, when suddenly one day Airtel came up with all new logo. Critics pulled it down calling it an unnecessary aberration to an already successful brand story. Some called it a pull off of Vodafone logo. The consumer found a major disconnect with the sudden bold emblem being shifted to almost a swivelled @ . To add to the despair of Airtel brand managers, consumers rejected it because of the inadequate communication to piggyback the new changed avatar. Things were not looking hearty business wise too. African “safari” venture turned out to be not as lucrative as planned to be. To cut it short, things took a sharp turn this late August of 2011 in a rather August way! Airtel hired an outsider communication firm –Taproot media to come up with a new ad campaign. The result has been there for all to see. The “Har Ek Friend Zaroori Hota Hai” has turned out to be an iconic Class-A act by relatively niche firm like Taproot. The mass youth connect with the friendship under current has caught on like wild fire! Social media tools and microblogging community have embraced it like a teenage to PSP3 ! Suddenly the communication seems to complete the whole new evolved Avatar of Airtel over this one-one and a half year. So where Vodafone comes out with brilliant Zoo-zoo campaigns which are a talk to all ad-festivals, Taproot has surely put a big contender for Vodafone in reaching out to that ever-enticing Cannes Gold- the ultimate recognition internationally!
Case II- Hero –“Hum mai hai HERO!”
In times of scams and grafts, as the nation is gripped with a “confused, lost & indecisive” syndrome we need to be affirmed that the real change agent lies within all of us. Hero Honda, a number one in its category just in terms of huge volumes sold every year, come rain or shine, boom or recession! Hero Honda had proved that they were the best. But then the happy communion between the Munjals and Honda went for a toss, the Munjals wanted to come out of the long standing relationship with Honda and stand up alone. They knew the way, they just wanted the confidence from their supporters. They again went for an outside agency instead of tapping into their incumbents JWT and DraftFCB Ulka and came out with the simple yet resounding message delivered by the sonorous echoing voice of the Master, AR Rahman. The campaign visual also delivers strongly, creating a beautiful mosaic of dignity and self respect for the spectator. This campaign sure made heads turn- it created a lot of noise at the right time, mobilising the youth against corruption in the Jan LokPal agitation. Twitter and Facebook as well other social media platforms were replete with voices calling out for the revolution using this synonymous auguring simple line “Hum mai hai Hero!”- stand up, for you can bring in the change you wish to see. Both the campaigns have done a lot in terms of consolidating the brand position and creating a place of high relevance in the market. As they are welcomed amid a raucous fanfare and aplomb I wish to see more such soul elevating campaigns done by smaller media firms in near future. Till then for nth time today ..and here it comes again on the Tube “ Jaise chai ke liye toast hota hai.....Waise hare ek Friend Zaroor Hota hai” Amen to that! Ciao!
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