Direct Marketing Association: India gets a new brand identity

DMA India has unveiled a new positioning and logo for its corporate brand

Feb 27, 2012 10:21:00 PM | Article | Manmohan Taparia

Direct Marketing Association: India (DMA India) has announced its new positioning and launched a new logo. The association has donned a new avatar for its corporate brand to mainstream direct marketing as an overarching arm of marketing. The logo, conceptualised by DMA India’s creative agency RAPP, sports a new strap line, ‘Marketing Made Smarter’ emphasising on the new positioning of DMA.

Speaking about the new positioning, Vatsal Asher, chief executive officer, DMA India, said, “With direct marketing going digital, it was important to introduce a new positioning and a platform which resonates with the modern smart methodology of business. We wanted to give it a modern feel without changing the core identity. The new brand identity of DMAi is based on the rebirth of direct marketing in the digital age and communications around it. We found the RAPP approach to be thorough and insightful. Their strategic thinking and drive gives us the confidence to believe that RAPP will be our creative partners in India and we are looking forward to making this convention popular in India with their help."

Commenting on the brand’s new identity, Venkat Mallikarjunan, president, Tribal DDB and RAPP India, said, “New age direct marketing agencies are taking ahead the good things about direct marketing like the discipline, the performance and ROI focus while not limiting themselves to direct mail as a medium. The re-crafted direct marketing agency is now a genuinely new-age lead agency with significant skills in new media, new age engagement tools, and new age insight frameworks, as well as, brand thinking. DMA India wants to propagate this change and get brand and business leaders in India to take notice. At RAPP we have been the leading edge of this change across the world and are delighted to be partnering DMA India in this endeavor.”

DMA India will be holding a global convention, which will feature global learning in strategic marketing with special focus on direct marketing including traditional, interactive and futuristic channels, and is expecting participation from over 100 global and Indian companies.