VLCC becomes first Indian MNC to use crowd sourcing to generate brand new identity

As a global first in its category, VLCC, the leading wellness and healthcare company, has adopted a crowd sourcing path to discover a brand new identity for the company.

Launched exclusively on www.99designs.com, the world's largest online graphic design marketplace, VLCC seeks to discover its new identity by adopting a global approach that will signify its growth and transformation, and celebrate the culture of customer centricity built over nearly three-decades.

There are more than a million designers globally on 99designs.com who will have the opportunity to submit entries for this contest. This brand discovery also helps VLCC connect with the new generation of customers.

"Launching a contest via crowd sourcing to discover our new logo marks the arrival of a new era at VLCC to be perceived as the beauty and wellness partner through the journey of our consumer's life. We are currently on the most dynamic growth trajectory, with an ever increasing number of people becoming conscious of not only their looks but also about their overall health." said Syed Safawi, Managing Director and Group Chief Executive Officer.

He further added, "The time has come for 'Brand VLCC', to undergo a deep-seated change and embody the company we are envisioning to become."

Launched globally, the logo designing contest is one of its kind initiative led by an established Indian multinational for creating a unified logo with identity extensions to represent the three core businesses of VLCC, namely - wellness services, personal care products and vocational education.

The motive behind launching a global campaign is to design a brand identity that seamlessly finds fitment across all digital platforms, retail channels and consumer segments, while maintaining its ethos of 'transforming lives', including the most comprehensive brand redesign initiative ever introduced globally.

Adjudged by a panel of renowned jury members from the world of advertising and communications, including VLCC's Co-founder Mrs. Vandana Luthra, and steered by Mr. Syed Safawi, Managing Director and Group Chief Executive Officer, the winner will be chosen from the entries of the contest. The new brand identity will be rolled out to all VLCC services, products and communications from second-half of the financial year 2016-17 onwards.

While the logo will witness a fundamental change to enhance what VLCC stands for as of today, it also endeavours to evolve with time by creating a connect with the millennial generation in a digital age. The brand's value proposition is to become more progressive, confident, contemporary, and the most aspirational company in the beauty and wellness field.