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V-Guard Industries Unveils New Brand Identity, aggressively uses OOH

23-February-2018
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V-Guard Industries Unveils New Brand Identity, aggressively uses OOH

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. Apart from changing its identity, it has unveiled a new tag line - Bring Home A Better Tomorrow  – “aligning the promise of delivering thoughtful products and experiences to its customers, for a better tomorrow.’’ The entire exercise was not just a cosmetic change but a detailed transformation based on a vision for the brand.

Apart from a vibrant print, TV and digital campaign, an outdoor campaign, executed by OAP, made sure that the brand makes itself heard and reaches out to as many people as possible. The agency left no stone unturned to be visible and in the process took aid of outdoor medium. The campaign was launched across India for which the agency used more than 900 sites. With an aim to promote the new logo, the brand allotted 8% of the total budget for OOH.

The idea behind the campaign was to generate impact, high reach on key arterial roads and market places to reach out to the TG. A high burst of impactful billboards, Unipoles, Gantry and street furniture were used to create the necessary buzz in different cities. Different creatives have been used to showcase the company’s new range, which includes intelligent water heaters, smart inverters, smart fans with LED lights etc.

Commenting on the exercise, Nandagopal Nair, Vice President, Corporate Communications, said, “When we embarked on this exercise a few years ago we were particular that this would not be a cosmetic exercise of just changing the logo and becoming a new company but would be based on a vision for the brand going into the future. We started by understanding the equity of the brand in the mind of consumers, followed it up further by understanding how consumers would like to see the brand going into the future, worked extensively on the brand strategy and then defined the new vision of the brand, culminating into the creation of the new identity and the new brand language. We have unveiled our communication and would be active across TV, Digital, Print and OOH. On OOH we’ve partnered with OAP and have a sharp outdoor burst coinciding with the launch”

Discussing the campaign, Kaushik Mitra, COO, East OAP, said, “When we received the quote after winning the account, we focused on the strategy which would give high OTS. Thus, we decided to do a heavy burst campaign. As for planning the OOH campaign, we have used different vehicles which would give a good recall to my client's ATL campaign. We're extremely happy to be associated with a big brand from South India and also to execute such a huge campaign with ease. Our execution team headed by Jayasri Paul has done a fabulous job to make this campaign memorable. This, in fact, is the biggest ever outdoor campaign of V- Guard Industries till date.”

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