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OCM on a ‘Resurgence’, undergoes first brand revamp since 1924

19-October-2011
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OCM on a ‘Resurgence’, undergoes first brand revamp since 1924

OCM India Ltd, a leading men’s apparel fabric manufacturer & retailer of India and a part of WL Ross & Co LLC, has unveiled an image makeover with a fresh and new brand identity. This is the first version of OCM’s brand revamp ever since the company’s beginnings in 1924. A new ad campaign, conceptualised by Euro RSCG and shot by renowned photographer Tarun Khewal, is set to break soon.

The new OCM brand identity was uncovered by SK Singhal, Chief Executive Officer, OCM India Ltd, to stir up the evolution that company has gone through in last 86 years of its existence. Singhal had joined OCM in March 2011 to take the company to the next level. Prior to this, he had served textile major Raymond for over 30 years.

Speaking on the new brand identity, Singhal said, “Our new and evolutionary brand identity reinforces our firm commitment and emulate image of our strategy. We are very excited to have a new enhanced brand identity as OCM continues to innovate and scale new heights. The fresh drape image denotes our core expertise and firm focus in the field of textile.”

“The new identity introduces a certain element of liveliness and captures the very essence of how we operate at OCM. This is not just ‘let’s wake up one day and change our identity’ style of marketing , but rather a game changing strategy with real, on-ground changes in product innovation, exploring new markets, fresh product offerings and energising the trade channels. We did an in-depth study nationwide to understand various facets of the brand and come out with our campaign that is breaking soon,” Singhal further said.

The new brand identity draws inspiration from free flowing drapes, signifying freedom and unrestricted spirit of today’s men, who define their significant moment in their own terms. It also suggests the brand’s dynamism and ability to evolve with the time.

A comprehensive market research study was commissioned by OCM and carried out by Leap Frog. The research carried out in eight cities helped OCM to understand its competitive landscape and envisage its new identity and brand promise. The fresh look goes with a new direction for the company as it makes its way back from its 87-year history.

Meanwhile, OCM is also gearing up for a major expansion plan with a new product portfolio and upgradation of its manufacturing plant in Amritsar. For the first time, OCM is coming out with the Burlington premium range.

With this, OCM aims to widen its customer net, especially the young India.

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