The Videocon Group has embarked upon a massive rebranding exercise in order to position itself as a ‘younger, fresher, eco-friendly and a ‘with-it’ brand; ahead of its foray into diverse areas such as DTH and telecom.
As a first step towards the revamp, the conglomerate has unveiled a new logo, designed by Interbrand Singapore. The new ‘V’ is a more fluid version of the erstwhile logo and comprises two green lava-like shapes. “To communicate the brand’s new identity, we decided to give life to the two parts of the logo,” explains Ashish Chakravarty, executive creative director, McCann Erickson Delhi.
The two animated characters have been named ‘Chouw’ and ‘Mouw’ and the agency has conceptualised a series of five films, each telling a simple story while reinforcing the brand’s new positioning statement, “Experience Change.”
For instance the first film titled ‘Hot’ shows the two characters flying up to the cloud and making it burst to help water a flower that is drying up. “The other films: Bird, Doll, Moon and At Sea also express a feeling of happiness and exhilaration felt by everyone involved as they ‘experience change’ brought on by the good deeds of Choux and Mouw,” added Chakravarty.