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Lowe Lintas to design common brand for BPL-Batata

03-August-2001
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Lowe Lintas to design common brand for BPL-Batata

Lowe Lintas has been hired by BPL, Birla-Tata-AT&T combine to design and develop a common cellular brand.

The Birla-Tata-AT&T union have already shortlisted a few brand names. However, before finalising the brand, they will be consulting BPL.

Due to the recent merger between the Birla-Tata-AT&T union and BPL Communications, the former could not announce its common mobile brand earlier.

Though the agency has completed about 75 per cent of the brand identification process, there will be a further delay in the final announcement.

The identification of the neutral brand is critical as the partners do not want to use their name in the new brand. The new brand will reflect the financial and marketing strengths of the cellular behemoth.

Though the cellular company is offering services in some parts of the country, the new brand will be prepared in line with its expansion plans.

According to analysts, the cellular industry will also see the launch of a major brand from the stable of Hutchison Max Telecom in the next couple of quarters, in addition to that of the BPL-Birla-Tata-AT&T union.

Meanwhile, the integration committee formed by the merged entity will finalise a name for the cellular company. The panel will also finalise a new chief executive officer and other plans for the company.

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