Presented By:

Rashmita Gohatre
Amey Kumbhar
Chaithra Mohanan
* Oneof 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 pleasure
 Bring Home the Leader
 New Improved Life
 The Indian Multinational
 Whatever role life gives you, play it big
 Eco 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.
 Cont…
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."
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 Relevant
It was a campaign that had a whiff of fresh air and also
projects a brand identity that people can relate to easily.

• Vibrant
The 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.