Home >> Marketing >> Article

OCM on a ‘Resurgence’, undergoes first brand revamp since 1924

19-October-2011
Font Size   16
OCM on a ‘Resurgence’, undergoes first brand revamp since 1924

OCM India Ltd, a leading men’s apparel fabric manufacturer & retailer of India and a part of WL Ross & Co LLC, has unveiled an image makeover with a fresh and new brand identity. This is the first version of OCM’s brand revamp ever since the company’s beginnings in 1924. A new ad campaign, conceptualised by Euro RSCG and shot by renowned photographer Tarun Khewal, is set to break soon.

The new OCM brand identity was uncovered by SK Singhal, Chief Executive Officer, OCM India Ltd, to stir up the evolution that company has gone through in last 86 years of its existence. Singhal had joined OCM in March 2011 to take the company to the next level. Prior to this, he had served textile major Raymond for over 30 years.

Speaking on the new brand identity, Singhal said, “Our new and evolutionary brand identity reinforces our firm commitment and emulate image of our strategy. We are very excited to have a new enhanced brand identity as OCM continues to innovate and scale new heights. The fresh drape image denotes our core expertise and firm focus in the field of textile.”

“The new identity introduces a certain element of liveliness and captures the very essence of how we operate at OCM. This is not just ‘let’s wake up one day and change our identity’ style of marketing , but rather a game changing strategy with real, on-ground changes in product innovation, exploring new markets, fresh product offerings and energising the trade channels. We did an in-depth study nationwide to understand various facets of the brand and come out with our campaign that is breaking soon,” Singhal further said.

The new brand identity draws inspiration from free flowing drapes, signifying freedom and unrestricted spirit of today’s men, who define their significant moment in their own terms. It also suggests the brand’s dynamism and ability to evolve with the time.

A comprehensive market research study was commissioned by OCM and carried out by Leap Frog. The research carried out in eight cities helped OCM to understand its competitive landscape and envisage its new identity and brand promise. The fresh look goes with a new direction for the company as it makes its way back from its 87-year history.

Meanwhile, OCM is also gearing up for a major expansion plan with a new product portfolio and upgradation of its manufacturing plant in Amritsar. For the first time, OCM is coming out with the Burlington premium range.

With this, OCM aims to widen its customer net, especially the young India.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told