The age-old post office is set for a modern makeover. While global consultant McKinsey & Co has been engaged to suggest revamp measures, the Government has appointed O&M for a branding exercise. Termed as Project Arrow, the initiative involves turnaround of 500 post offices in two phases.
“Phase I, covering 50 branches, is likely to be over by August, while Phase II would be completed by the year-end,” said Jyotiraditya Scindia, Minister of State for Communication and Information Technology. O&M has also been asked to devise a new logo and slogan for India Post. The project is divided into four parts – branding, technology improvement, infrastructure development and human resource-related reforms.
Confirming the same, Sanjay Thapar, President, O&M Delhi said, “We were approached by the Ministry for Communication and Information Technology for re-branding the logo for India Post and the ambience of the post offices.”
On the re-branding exercise, Thapar said, “Re-branding of the post office would be done in such a way that it would make a promise that is relevant to fulfilling a consumer’s expectation (need) from the post office. A promise it can deliver. A promise no competing product can make or deliver, so that the brand India Post can stand out.”
“Our main aim will be to enhance on the value additions that are associated with a post office, viz. images, personality traits, impressions, associations and experiences that people working around the ‘functional’ core can relate to, so that they can get a fresh breath of life around them,” Thapar added.