Wire & Wireless, the a cable television company of Zee Network Enterprise, which currently has its services in Mumbai, Delhi, Lucknow and Ludhiana, has strengthened its presence in India by recently rolling out their services in Bangalore. The company has plans to roll out its services in more than 50 cities in the country by the end of this year, besides rolling out broadband services across all the metros.
Given the expansion plans, Wire & Wireless has felt the need to present its SITI brand in different manner and has embarked on a re-branding exercise. The company has planned a 360-degree campaign that includes print, television, radio, outdoor and the Internet.
Deepak Chandnani, CEO, Wire & Wireless, said, “The re-branding exercise was taken up as a part of our plans to revamp our offerings and services to consumers. It is an integral part of our plan to focus on digital cable offerings and value-added services for our customers. We conducted an extensive market survey before the image makeover. After the survey, we took a decision to synergise the brand values and brand image of all our brands.”
Commenting on the target audience, Chandnani said, “We intend to target families in the middle income group with prime focus on influencing the lady of the house and kids. We want to build a brand which is young and modern, trustworthy and technologically advanced.”
Saints and Warriors is the creative agency for the company. Chandnani informed that apart from Saints and Warrior, which would look after the frontline advertising, the company was in the process of having an agency on board for below-the-line activities.
In addition to SITI Digital Cable Television, the company also offers broadband Internet service under the SITI brand.