Top Story


Home >> Media – Print >> Article

Hughes to don new logo, ad campaign

Font Size   16
Hughes to don new logo, ad campaign

Hughes Network Systems, India, is going in for repositioning of the brand. The exercise includes a new logo and corporate ad campaign, the first by the Hughes group in India.

The global TV commercial, which has been modified for the Indian market, has been shot in Hawaii by New York-based agency GlobalWorks, and features a long distance runner sprinting uphill to reach the summit, symbolising the brand’s efforts to lead in innovative technologies.

The campaign, which will break during the India-Sri Lanka cricket series this week, will run till September 2001. It will be followed by more product and service-specific advertisements. The company has earmarked Rs 4-5 crores for advertising this year and is in the process of finalising its ad agency in India.

The new digitalised logo replaces the earlier italisised version, which had an orbit charting a path around the name. The new logo, ‘‘is bold, strong and direct, with a flash across the text face and represents boldness, precision and innovativeness.

There is also a new brand statement ‘Breaking the thought barrier’ in place of the older ‘We make it happen.’ ‘‘The new statement reflects the courage to challenge conventional wisdom and make breakthrough achievements.

The campaign is also a prelude to the launch of new products and services in the near future. The moves are in line with the global repositioning of the brand. In an effort to reach more consumers this year it is shifting focus to the consumer segment, which includes corporate users, the SME and SOHO segment, professionals and students.

The Rs 500-crore Hughes Network Systems, India, is a wholly-owned subsidiary of Hughes Electronics Corporation, the world’s largest provider of broadband satellite network solutions with over 400,000 systems installed in over 85 countries. HNS operates through three business entities in India — Hughes Software Systems, Hughes Escorts Communications and Hughes


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular