Murugappa Group unveils new brand identity; earmarks Rs 10 cr ad budget
Chennai-based Murugappa Group unveiled its new brand identity on September 8, 2010. Unveiling the brand, A Vellayan, the Group’s Executive Chairman, said, “This contemporary rendition of the Murugappa Peacock is a sign of the Group’s global outlook and dynamic targets set for it. Red as a colour embodies vigour, power, passion, drive, energy and is renowned for its excellent visibility. The clean lines and the unique lower case style in which ‘Murugappa’ is written help connect with audiences through simplicity and elegance.”
A brand campaign has been developed to synchronise with the Group’s ambitious growth plans with the theme ‘Energy Unbound’. The first step in this process is to convey the Group’s brand identity through the brand logo. An internal team formed to anchor the campaign selected design consultancy Lopez Designs as partners in this effort.
The Group also showcased its new corporate brand campaign crafted by JWT. Developed around the communication theme of ‘Energy Unbound’, the TVC conveys in a metaphorical manner the Group’s endeavour to harness the wealth of the world for all stakeholders. The TVC will be aired on national news channels over the next month.
The Group has set aside an advertising budget of Rs 10 crore for this initiative.
This new identity marks the beginning of the Murugappa brand campaign to enhance awareness and understanding of the Group’s size, scale and diversity. The campaign would also focus on strengthening the brand association between the Murugappa Group and the constituent companies, said Vellayan, adding that print advertisements in national dailies would focus primarily on increasing awareness about the Group’s diverse constituent businesses.
“Our aspiration is to make the Murugappa Group one of the most admired and well recognised brands among business groups in India. To achieve this objective, our communication will continue over the next 3-4 years,” Vellayan added.
Our typical marketing budget is usually 10 per cent of the topline spend