The good old Department of Posts has got a modern makeover, which involves a new campaign, logo and tagline: ‘Giving wings to your dreams’. The makeover for India Post is part of the Project Arrow. Both the logo and the ad campaign have been designed by O&M Delhi. The print ads will be rolled out on September 24.
The new logo depicts yellow flourish on a red rectangle, symbolising an envelope. Yellow represents a rising sun, while red, signifies the dawn of a new era.
Nitin Srivastava, Senior Creative Director, O&M Delhi, said, “It is a general perception, not specifically of India Post, but of Government offices at large, of being old and lethargic. The ever-changing India Post needed to shed off this tag. The initiative came from the Department of Post itself.”
He further said, “The vision of Ministers Thiru A Raja and Jyotiraditya Scindia took shape in the form of Project Arrow, which included not only changing the way post offices function in the country, but also the way they are perceived. Their effort was aimed at bringing this 154-year old organisation to a standard where it can compete with companies that carry the ‘modern’ tag. When the groundwork was being prepared to overhaul the system a need arose to give a new face to India Post. This was the starting point of the new logo.”
Commenting on the essence of the logo, Srivastava said, “India Post and the two Ministers were very clear in their interactions with Sanjay Thapar, Group President - Ogilvy North & East, on what the new logo should stand for. They wanted the new face of India Post to portray dynamism, modernity, not to mention, their tradition. With over 155,000 post offices across the country, India Post touches the lives of each and every Indian. No wonder, with an array of all-new services a billion people would feel empowered. Piyush Pandey, National Creative Director and Chairman (India & South Asia), thus translated the brief into – The all-new India Post will give wings to the hopes, dreams and aspirations of a billion people.”
The ad campaign revolves around the philosophy of hopes, dreams and aspirations, which can help achieve anything. Hence, the ‘Wings’ in the new logo of India Post have been incorporated.
Srivastava added, “This philosophy enables the common man to give flight to his dreams. The campaign uses the three lines of the ‘Wings’ and creates a visual communication that speaks about India Post’s philosophy. We have chosen situations that depict the most innocent dreams, carved with the three lines, and uses words like Fly, Soar and Dream.”
The campaign team is headed by Nitin Srivastava, Senior Creative Director, O&M Delhi, and Josy Raphael, Creative Director, O&M Delhi. Copywriters are Anuj Kala, Ritu Sinha and Anu Gulati, while Ayan Das and Rohit Dhamija are the Art Directors.