unveils new brand identity

To introduce its new e-commerce avatar, is running a multi-city campaign and will be spending Rs 5 crore during the first month of launch

e4m by exchange4media Staff
Updated: Feb 22, 2012 7:25 AM unveils new brand identity

Digital marketplace has unveiled a new visual identity of its corporate brand, which reflects’s new avatar as an e-commerce company focused on local needs.

The new logo of the company sports a metallic sheen and vibrant colours. The fonts used have a contemporary feel and are centered on simplicity and usability. The new tagline: ‘Delightful discoveries. Everyday.’, captures’s renewed promise to its visitors to satisfy all their local information needs across multiple domains and offer new possibilities.

To launch its fresh brand identity and introduce its new e-commerce avatar, is currently running a multi-city campaign with a host of above-the-line and below-the-line marketing activities, and will be spending Rs 5 crore during the first month of the launch. The campaign uses ‘fingertips’ as a motif and features the tagline: ‘Everything you need in your city. At your Fingertips’. This campaign amplifies the message that the numerous offerings of can be accessed through multiple devices – PCs/ laptops/ tablets, mobile phones, smartphones, landlines – instantly and effortlessly.

Commenting on the new brand identity, Param Parameswaran, Chairman,, said, “ is at an inflection point, having just metamorphosed into an e-commerce company. We have aggressive growth targets for FY13 and are investing heavily in enriching our database and expanding our offerings across multiple platforms. The new brand identity is designed to highlight our customer-centric approach. We want to become synonymous with local information needs in every city.” recently won the award for the Best Multi Utility Website at IAMAI’s (Internet & Mobile Association of India) 2nd India Digital Awards for innovatively integrating multiple mechanisms such as business listings, classifieds, local search, deals, reviews/ratings and social media properties. As per the latest comScore rankings, is the 5th largest Indian Internet site (in terms of unique visitors) in the country.

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