This change is a part of the brand change exercise at Spice Group under which all major group verticals and companies will be brought under the Spice brand umbrella, Cellebrum Technologies said in a statement.
"A brand is not simply a name, or logo or a piece of communication. As a unified brand, we will seek to portray a consistent message -– that of unconventional wisdom," Spice Digital Chief Executive Officer Saket Agarwal said.
Spice Digital (erstwhile Cellebrum Technologies) is a value-added services firm offering solutions to telecom operators, enterprises and government agencies over voice, IVR, SMS, WAP and mobile applications.
It has partnership with service providers like Airtel, Vodafone, Idea Cellular, Reliance, Aircel, BSNL, MTNL and Loop Telecom.
It will launch new products and offerings to provide services to more than 100 million customers in next 3-4 years, which will be rolled out in next few months, it said.
The brand change exercise was completed by UK-based WPP group firm The Brand Union.