Hughes Network Systems, India, is going in for repositioning of the brand. The exercise includes a new logo and corporate ad campaign, the first by the Hughes group in India.
The global TV commercial, which has been modified for the Indian market, has been shot in Hawaii by New York-based agency GlobalWorks, and features a long distance runner sprinting uphill to reach the summit, symbolising the brand’s efforts to lead in innovative technologies.
The campaign, which will break during the India-Sri Lanka cricket series this week, will run till September 2001. It will be followed by more product and service-specific advertisements. The company has earmarked Rs 4-5 crores for advertising this year and is in the process of finalising its ad agency in India.
The new digitalised logo replaces the earlier italisised version, which had an orbit charting a path around the name. The new logo, ‘‘is bold, strong and direct, with a flash across the text face and represents boldness, precision and innovativeness.
There is also a new brand statement ‘Breaking the thought barrier’ in place of the older ‘We make it happen.’ ‘‘The new statement reflects the courage to challenge conventional wisdom and make breakthrough achievements.
The campaign is also a prelude to the launch of new products and services in the near future. The moves are in line with the global repositioning of the brand. In an effort to reach more consumers this year it is shifting focus to the consumer segment, which includes corporate users, the SME and SOHO segment, professionals and students.
The Rs 500-crore Hughes Network Systems, India, is a wholly-owned subsidiary of Hughes Electronics Corporation, the world’s largest provider of broadband satellite network solutions with over 400,000 systems installed in over 85 countries. HNS operates through three business entities in India — Hughes Software Systems, Hughes Escorts Communications and Hughes Tele.com.