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After 55 years, Shemaroo Entertainment undergoes rebranding

11-July-2018
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After 55 years, Shemaroo Entertainment undergoes rebranding

After 55 years of being in the business of entertainment, Shemaroo has set out on a new growth path armed with a new brand identity. Hiren Gada, CEO and Atul Maru Joint MD, Shemaroo Entertainment along with Kunal Jeswani, CEO – Ogilvy India showcased a new brand identity to the world on July 10.

Earlier this year it brought creative agency Ogilvy India on board to chart out its new brand identity. The new logo has been devised after a thorough understanding of the brand, consumers, and the trade.

Talking about the rebranding, Gada said, “In last 10 years our journey has evolved and accelerated in the digital space. Today most of the digital media or platforms, we are partnering with in some way or the other. The advent of international streaming services has indeed changed the way Indians view entertainment. Even Indian content players are riding these trends and so should we. For us, entertainment is loud, colourful, over the top, full of joy and emotions. Whatever we watch has an added 'tadka' to it. It is this ‘tadka’ that differentiates what we Indians consume. With over five decades of doing what we do best, we have come to understand what India really wants when it comes to being entertained.”

“Our mission is to be an antidote to boredom and stress for millions of Indians by delivering high-quality content that appeals to the Indian palate, accessible on demand. Today onwards we will be donning new colors. We are looking at the ambition of taking five times growth in the next five years," he added.

The new logo combines the needs of a digitised age with the nation’s culture of vivacity to give rise to a fresh brand identity. The logo comprises a series of overlapping layers in rich Indian colors standing for Shemaroo’s aim of offering an imaginative range of zesty Indian content to a diverse group of consumers. The shape of the design elements has been derived from the digital play button. The company also announced ‘India Khush Hua’ as its new tagline.

Kunal Jeswani, Chief Executive Officer, Ogilvy India, shared, “It has been a fantastic journey working with Shemaroo to bring their rich and colourful legacy alive through a new brand identity. When we were invited to join them in refreshing the 55-year-old journey, building a new identity and taking into the state that stays for 50 more years, we started by interviewing all the key stakeholders inside Shemaroo and the consumers. This brand stands for something deeply Indian and we were trying to identify what that something was. The colours are deeply Indian and it is such a vibrant logo. The circles in the logo represent the Spotlight. The tagline 'India Khush Hua' encapsulates that Shemaroo makes India happy with all the content they produce.”

The identity will be unveiled across all Shemaroo assets including the digital medium where Shemaroo garners over 600 million views a month. A phased campaign to target consumer and trade touch points will be rolled out soon. The campaign will start from July 11 and will run for 4-5 weeks.

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