Cellebrum Technologies now Spice Digital

Cellebrum Technologies, a Value Added Services (VAS) provider from NRI industrialist B K Modi stable, has changed its name to Spice Digital. The move is part of Spice Group’s policy to bring all companies under the Spice umbrella brand.

The new brand identity is designed to help differentiate the company and support its leading position in increasingly competitive market conditions in the Indian and global markets, the company said in a statement.

“A brand is not simply a name, or logo or a piece of communication. The brand forms the essence of everything we do in our business, guiding our business decisions and how we act. As a unified brand we will seek to portray a consistent message — that of unconventional wisdom. Our new brand vision states that we will attempt to stay one step ahead of the dreams of the mobile society,” Spice Digital Chief Executive Officer Saket Agarwal said.

Spice Digital, which provides VAS products to telecom companies, including Bharti Airtel, Vodafone-Essar and Idea Cellular among others, is also planning to launch new products and offerings.

In 2008, Spice Group had appointed UK-based brand consultancy The Brand Union, a subsidiary of world leading global marketing services group WPP Group, for the re-branding exercise.