Top Story

e4m_logo.png

Home >> Advertising >> Article

Murugappa Group unveils new brand identity; earmarks Rs 10 cr ad budget

09-September-2010
Font Size   16
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.

Tags

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India