India Post aims to fly high with new branding

India Post has come out with its first full-fledged campaign to create a new face for itself that is "modern".  "There is a general perception about government offices being old and lethargic," said Nitin Srivastava, senior creative director, O&M Delhi. "All the more reason to create a new face of India Post that is modern."

The print campaign is built around the creative concept of 'Giving wings to your dreams' created by Piyush Pandey, national creative director and chairman (India and South Asia), O&M. "With over 1,55,000 Post Offices across the country, India Post touches the lives of each and every Indian. No wonder, with an array of all-new services a billion people would feel empowered and will be able to fulfil their dreams and aspirations," added Srivastava.

The ad campaign uses the three lines of the 'Wings', from the new logo, and creates a visual communication that speaks about India Post's philosophy. "We have chosen situations that depict the most innocent dreams, carved with the three lines, and uses words like Fly, Soar and Dream," said Srivastava.
The campaign was launched across India in 16 dailies of various languages.