Friday, July 03, 2009

Videocon- Oscillate and be bald !

“Harsh necessity, and the newness of my kingdom, force me to do such things and to guard my frontiers everywhere.” Says an ancient quote…

It seems the latest in the new logo- new identity- me too modern bandwagon, Videocon is a bit confused…. Dull that they always were in their ads and communication, no matter the Shahrukhs and Dhoni’s who danced and exchanged their roles to promote the brand , now this new logo and the logo logic looks more boring and mundane than one could imagine….

In the past we have seen a parade of new logo unveilings and all the logo logic..Everytime I see a logo change, I laugh… the guys behind will have a tough time designing it, placing it, selling it, reaching it to the people, selling its logic and yet the general feel is the same.. all the banks who did such change in the past-Canara bank, South Indian bank etc etc are still the same as far as the customer is concerned…well leaving that and taking on the Logo logic part, the Uniliver logo logic was the biggest one and yet the most convincing… Union bank of India too did a reasonably fair job, Axis bank was wonderful .. Hutch to Vodafone was awesome.. Even India post did a better job than this VIDEOCON thing,,,,

Not that the new logo is bad, but the way the ads are made out, and the way the logo logic appears in media… Videocon ostensibly has poor PR, no media management and absolutely have never heard of 360 degree communication….

Aspiring to get international ..? ahem ahem… !

Until October 2006, Videocon called itself "the Indian multinational". When O&M came on board in January 2007 (taking over from R K Swamy BBDO), the agency opined that the tagline, although suitably corporate, did not strike a chord with consumers. ( New Agency as a matter of rule will replace everything and anything that the old agency has left behind... ) Thus the Indian MNC got the "Whatever role life gives you, play it big’'.. I doubt whether the guys at Videocon understood it because by May 2008 they started searching for a new bed partner.. O&M really became the mistress who fell out of the masters favour.

The reasons were plenty ,including an incredible amount of management churn at Videocon, with an exodus of sorts coming into play. In the midst of all that chaos, Videocon expressed dissatisfaction with its agency and called for a pitch. Even as the pitch progressed, Videocon was struggling to put its marketing team in place... and by the time they put a team in place O&M lost the account and Satchi& Satchi won it...The stud that Videocon is, now I am told that Satchi is sidelined into a few divisions and the corporate brand per se is handles my TAG Mccann... The rest is history...

The new symbol of Videocon asserts its passion for global impact, and the two ‘E’s on either side represent the Group’s wide spectrum of interests ranging from ‘Electronics to Energy’. Along with the steely glint, this communicates the group's global ambition, its strength, sterling credentials and innovative drive. A symbol that proclaims a paradigm shift. A sign that represents the new force that is Videocon. Thus recapitulating our principle of reaching out and touching the lives of millions of people. Worldwide.

Goes the Logo logic……. why is simple thing called life made complex by certain people..

What is that ad all about? What is it trying to say? Will some one from TAG or Satchi or some one new,,,(?) please explain...?

"The biggest challenge for the agency will be to retain the business,” told a friend at that point of time when Satchi won the 250 cr account, because “Videocon tends to be fickle with its agencies. ..."

My kids surely giggled and got amused seeing the cartoon stuff but is it why Videocon spend all the money through their bleeding ass to revamp its brand identity?

Who is to blame?

There was a rich old his late 40's who got married the second time to a young beautiful but poor lady. After the initial rosy days the young lady started repenting....She wanted the old man to look a BIT more young... she plucked his white hairs one by one ,in what she thought as the best idea to make him look young.

The problem was just to begin. The man's first wife discovered this and thought that he should be really taught a lesson... strangely but ,she too saw the man's hair as the problem... she when he lay asleep pluck all his black hairs....

Oscillation, guys make people bald !!!

Some one is listening?

Also read... My previous post on Brand revamps...

Bank on me !!!

1 comment:

prachi said...

i agree from your point of view...even i didnt find the change a better change!!!!!!!!and the logo is also not that goood.names are also chineese choaow and maow(watever)indian multinational!!!!!!!and chineese name.anyways best of luck to the videocon team.........

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