Lowe Lintas has been hired by BPL, Birla-Tata-AT&T
combine to design and develop a common cellular brand.
The Birla-Tata-AT&T union have already shortlisted a few
brand names. However, before finalising the brand, they will be consulting
Due to the recent merger between the Birla-Tata-AT&T
union and BPL Communications, the former could not announce its common
mobile brand earlier.
Though the agency has completed about 75 per cent of the
brand identification process, there will be a further delay in the final
The identification of the neutral brand is critical as
the partners do not want to use their name in the new brand. The new brand
will reflect the financial and marketing strengths of the cellular behemoth.
Though the cellular company is offering services in some
parts of the country, the new brand will be prepared in line with its
According to analysts, the cellular industry will also
see the launch of a major brand from the stable of Hutchison Max Telecom in
the next couple of quarters, in addition to that of the BPL-Birla-Tata-AT&T
Meanwhile, the integration committee formed by the
merged entity will finalise a name for the cellular company. The panel will
also finalise a new chief executive officer and other plans for the company.