Thrissur-based Dhanalakshmi Bank has hired London-based design consultant Fitch to revamp its brand which will include changing its logo. The 82-year bank, however, will not change its name. The new brand identity along with marketing exercise is expected to start by the end of the current year. 

The re-branding exercise will cost the bank around Rs 10 crore. The bank has appointed Ogilvy & Mather for beefing up the marketing and communication initiatives, Amitabh Chaturvedi, managing director and chief executive officer, said. 

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