Videocon Group: Amoebic attributes

To improve its association with young customers, especially for its upcoming ventures like DTH (direct-to-home) television, mobile telecommunication services and handsets, the Videocon Group of the Dhoots has come up with a new brand identity.

The new brand logo is made of two green soft amoebic live brand ambassadors, Chouw and Mouw, which form a “V” together and carry the tagline, experience change. Both Chouw and Mouw have individual personality traits, based on their physical attributes. The new brand identity has been designed by Interbrand of Singapore.

“The rationale behind Videocon’s brand evolution comes from our constant endeavour to listen and respond to the changing market dynamics in India and overseas. This marks the beginning of a sea-change for customers of consumer durable goods,” says Vice-chairman and Chief Executive Officer K R Kim who played a key role in building LG as the largest player in the Indian consumer electronics market starting from scratch in 1997.

“The amoebic presentation represents a company that can adapt to new markets, consumers and environment. The change makes the brand come alive and look very consumer-centric,” says Harish Bijoor, chief executive officer of Harish Bijoor Consults, a business strategy specialist consulting company. “The latest makeover by the company stands out in presentation. It makes its rivals look stodgy. They will sit up and take notice and maybe even reinvent themselves.”

This is not the first brand makeover for the 24-year-old brand which has gone through a series of revamps with its most recent proposition being eco logic for sustainable life. Some of its other brand propositions include “bring home the leader”, “technology for health and pleasure” and “the Indian multinational”. Videocon has also engaged Shah Rukh Khan as its brand ambassador.

In the last couple of years, Videocon has tried to focus on high-end products like LCD televisions, frost-free refrigerators, fully-automatic washing machines, Blu-ray DVD and home theatre systems. It competes with global leaders like LG, Samsung and Sony for a slice of this market. “The new brand identity will help us increase our penetration in the premium A-level category and also form a connection with the youth with its fresh look,” says Videocon Chief Marketing Officer Jaydeep Rathore.