Brand BPL Mobile has ceased to exist since midnight March 17. The telecom brand that has been in existence since 1995, with a subscriber base of 2 million users across Mumbai, has undergone a complete over haul which will see the brand being renamed Loop Mobile. McCann Erickson is the creative agency that will work on all the communication. It has also worked on the new logo design. A multimedia campaign comprising outdoor, print, radio, digital, activation and consumer touch points from SMS to call centre prompts are being activated to drive awareness on the new branding and imagery.
Speaking on the rationale behind the rebranding, Sanjeev Chachondia, director and CEO, Loop Mobile commented, “We made a conscious decision to reposition ourselves with “Get in the loop” brand refresh campaign, a roadmap that began in July 2007. The name change into Loop Mobile was the next step in this journey. With this, we are all set to add momentum towards rapid growth and expansion; and want to reiterate our commitment towards our customers and ensure they experience the newest and best network in town.”
Arif Ali, Head - brand and communications, Loop Mobile explained, “The idea behind the repositioning was to maintain the continuity of the brand message in spite of the name change. The earlier brand repositioning that had taken place in July 2007 was ‘Get in the Loop’ and we decided to keep that thought alive in our choice of name.”
He further added, “Loop Mobile will mirror and reflect the sensibilities of a brand conceptualized in the 21st century. Starting with the unconventional route of adopting a multi-color logo, Loop Mobile will attempt to communicate in a fresh and exciting manner which will break the media clutter of the category and carve a distinct identity for itself.”
BPL Mobile has done significant path-breaking and award-winning communication in the past -- and you can see the work in a series that starts on campaignindia.in later today.
