OCM India, a men's apparel fabric manufacturer and retailer of India, unveiled an image makeover with a fresh and new brand identity. This is the first version of OCM's brand revamp ever since the company's beginnings in 1924.
The new OCM brand identity was uncovered by SK Singhal, chief executive officer, OCM India, to stir up the evolution that company has gone through in last 86 years of its existence. "Our new and evolutionary brand identity reinforces our firm commitment and emulate image of our strategy. We are very excited to have a new enhanced brand identity as OCM continues to innovate and scale new heights. The fresh drape image denotes our core expertise and firm focus in the field of textile," he said.
"The new identity introduces a certain element of liveliness and captures the very essence of how we operate at OCM. This is not just 'let's wake up one day and change our identity' style of marketing but rather a game changing strategy with real, on-ground changes in product innovation, exploring new markets, fresh product offerings and energizing the trade channels. We did an in-depth study nationwide to understand various facets of the brand and come out with our campaign that is breaking soon," Singhal added further.
“The campaigns will be done in two phases. The first phase, will introduce the new brand to the market through print, OOH and radio campaigns; while, the second phase will see a television commercial and social network campaigns being rolled out by the summer of 2012. The new advertising campaign, details is conceptualized by EURO RSCG India, and is shot by renowned photographer Tarun Khewal. The media mandate of the organisation has been assigned to MEC,” added Nitin Jain, head of marketing, OCM India.
The company informed that the new brand identity draws inspiration from free flowing drapes signifying freedom and unrestricted spirit of today's men who define their significant moment in their own term. It also suggests the brand's dynamism and ability to evolve with the time.
A comprehensive market research study was commissioned by OCM and carried out by Leap Frog. The research spread across eight Indian cities helped OCM to understand its competitive landscape and envisage its new identity and brand promise.