unveils new brand identity

Launches new campaign using fingertips as a motif

Feb 28, 2012 01:51:00 PM | Article | Campaign India Team has unveiled the new visual identity of its corporate brand. This change in brand identity reflects's new avatar as an e-commerce company focused on local needs.

Commenting on the new brand identity, Param Parameswaran, chairman, said, " is at an inflection point, having just metamorphosed into an e-commerce company. We have aggressive growth targets for FY13 and are investing heavily in enriching our database and expanding our offerings across multiple platforms. The new brand identity is designed to highlight our customer-centric approach. We want to become synonymous with local information needs in every city."

The new logo of the company sports an metallic sheen and vibrant colours. A note from the company explained that the new tagline – Delightful discoveries. Everyday – is aimed at capturing's renewed promise to its visitors to satisfy all their local information needs across multiple domains and delight them with new possibilities.

To launch its fresh brand identity and introduce its new e-commerce avatar, is currently running a multi-city campaign with a host of above-the-line and below-the-line marketing activities, and will be spending Rs. 5 crore during the first month of the launch. 

The campaign uses 'fingertips' as a motif and features the tagline, "Everything you need in your city. At your Fingertips." This campaign amplifies the message that the numerous offerings of can be accessed through multiple devices like PCs, laptops, tablets, mobile phones, smartphones, landlines.