Logistics major AFL is all set to embark on a new identity. The brand, which was born more than 50 years ago, had in 1997 brought about a change when it modified the brand name from Airfreight Ltd to be called as AFL. This time round though, the change will percolate down and will go deeper than just that brand name. A thorough change will be brought about in the logo colour and the tag line.
Elaborating on this, Manoj Chandra, Head Market Development and Brand Communications, AFL, said, “We have partnered with Triton in this initiative of rehauling the brand and bringing about a compete change in the way we want to serve our customers. Our business has grown and we have diversified, but we felt that in the process our umbrella brand was not receiving its due recognition. Hence, we now want to communicate our moving on from just being recognised as a logistic company. We have changed our tagline and thus, the new positioning will be ‘Putting it all together’.”
For this purpose, the company has already put down plans of launching a print and outdoor campaign in the first quarter of 2006, for which the company intends to spend about 1 per cent of its turnover, and this excludes the advertisement cost. AFL had registered a turnover of Rs 650 crore last fiscal and by the end of this fiscal year, it intends to become a Rs 1,000-crore brand.
The company is also going great guns in expanding its services to the international market with offices in Bangkok and Singapore. AFL has also plans to be visible in China, Europe and North America by the end of 2006. “We are rapidly increasing our presence and practically doubling our services,” added Chandra.
AFL was founded in 1945 by Jamshed Guzder, when he was appointed by Tata Airlines as its first sole cargo agent in India. Eventually, AFL added a range of services to its name. Indtravels, one of the first travel agencies to be approved by IATA in India, was launched in 1948. Indtravels became a 50:50 JV company in 2000 between AFL and Carlson Wagonlit Travel, the global corporate travel leader.
Then in 1979, AFL introduced India to the concept of ‘Express Delivery’ (courier services) through an exclusive alliance with DHL Worldwide Express, the world’s largest international express company.
In 1988, AFL launched Advanced Cargo Enterprise (ACE) – now AFL Logistics – to fulfil the needs for a value added door-to-door cargo service for small and large shipments in India. AFL commenced its e-commerce order fulfilment services in 2000.
In 2001, AFL launched as India’s modern express service under the brand name AFL WiZ. It operates as a business partner of DHL Worldwide Express offering international express service in 43 cities in India.