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Identity Counsel gives Tata Indicom an image makeover

26-July-2005
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Identity Counsel gives Tata Indicom an image makeover

Tata Indicom has a new identity. India’s growing national telecom player went for a makeover to change its image to an innovative multifaceted communications company, and Singapore’s Identity Counsel has felicitated the creation of the new identity.

Abdul Khan, VP and Head – Brand Marketing, Tata Indicom, said that the new logo was representative of the company's commitment to opening up new and infinite ways of communicating in order to find solutions that addressed the young Indian consumer's present and future communication needs.

“As we started building up our circle, we felt there was a need to have a streamlined brand positioning and communication,” he said.

The new identity designed by Gayatri Gopaldas of Identity Counsel, Singapore, consists of a symbol, which signifies a ‘thought bubble’. Explained Khan, “The bubble represents Tata Indicom’s constant attention given to every customer need, dream or want in arriving at a simple solution to meet every expectation.”

“We chose Identity Counsel because Gayatri understood where we as a company stood and where we planned to take it. As soon as the creative was presented, we knew we had a hit. The symbol truly visualises our understanding of our customers’ needs and dreams and our promise to fulfill them,” said Khan.

The Tata name has always been equated with trust, therefore, the colour blue, while the symbol through its simple form and yellow and cyan colours represent the human needs of constant excitement and imagining new possibilities. Previously, the logo had two colours – red and black – which really did not convey anything concrete, according to Khan.

According to Gopaldas, the idea for the symbol had to be simple, engaging, inspiring, approachable and authentic to the Tata Indicom brand. The symbol, along with the Tata Indicom logotype, had to federate the diverse service and retail brands in their national portfolio. Power applications such as retail facades, public telephone booths, phone cards, print collateral, uniforms and vehicles are also being developed.

Since the launch of the new identity and the new advertising campaign created by McCann Erickson, Tata Indicom has crossed the four-million subscriber mark.

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