Vodafone Concept new model identification ‘Vi’ displays spirit of integration


New Delhi: The rebranding of Vodafone Concept – Vi — utilizing simply the initials of the 2 corporations, might have come two years after the merger of the telecom corporations however displays the spirit of integration, in response to the corporate.

An announcement from Vodafone Concept Ltd stated that Vi (learn as We) is extra than simply an abbreviation of Vodafone and Concept. It’s shorter, less complicated and whereas referencing the origin of the 2 manufacturers additionally displays the collective nature of the Indian society. “It’s not nearly me, it’s particularly about we,” it added.

“The branding was lengthy overdue. Vodafone was an urbane, upmarket model. Concept was a extra rustic, lower-middle one. Their coming collectively necessitated a brand new avatar. Actually, it ought to have come a lot earlier,” stated Sandeep Goyal, chairman, Mogae Media, a Mumbai-based advertising and marketing and communication company.

Harish Bijoor, a model technique specialist and founding father of Harish Bijoor Consults Inc stated the timing for the announcement was proper. Since bandwidth is in demand, it would make sense to unleash a brand new degree and diploma of service. “This rebranding is all about company compulsions for positive. The manufacturers have merged. VodafoneIdea just isn’t Vodafone. Neither is it Concept. This can be a new model animal. May as effectively model it uniquely,” Bijoor added.

Talking briefly on the digital launch of the brand new model, Piyush Pandey, international artistic officer at Ogilvy group, stated that the model displays the spirit of integration and can additional endear it with customers throughout the nation.

Ogilvy, the company which has been working with Vodafone for a few years even when it was generally known as Hutch (the pug marketing campaign) or later Vodafone (the zoo zoos commercials), has executed the rebranding train. The company’s chief artistic officer Kiran Antony, who heads the Vodafone enterprise, labored intently on the brand new identification.

Vi is a brand new design system, not simply an identification, the corporate stated in an announcement on Monday. “The ‘I’ is at all times punctuated with a daring mustard dot. It’s assured, stunning and pleasant. It displays the throbbing and progressive pulse of India. It’s distinctive, constantly unpacking wonderful potentialities, and at all times placing prospects on the coronary heart of all the things,” it added.

Nevertheless, in a tweet Bijoor stated that he favored the way in which the model sounds slightly “than it seems to be” referring to the brand new emblem the place the i in Vi is inverted.

“I’m not an individual who will get excited by logos from day one. Logos are visible cues that take time to settle. This one at hand is a compelled one, which appears to wish to maintain each the ‘v’ of vodafone and the ‘i’ of thought forcefully collectively to create an all new that means of a ‘Vi’ or a “we” as pronounced. To that extent, on the depend of alphabet gymnastics, the model Vi works,” he stated.

Nevertheless, he added that in time period of visible presentation the emblem seems to be static. It should want a good bit of artistic effort in digital and tv execution so as to add life to it. “Importantly, the long run is concerning the 3D and 5D logos married to sonic logos as effectively. We might want to see how these executions look and sound. Let’s await that,” he stated.

The Vi advertisements are already on TV and digital platforms and the corporate is planning a excessive decibel intensive multi media marketing campaign. In the meantime, Vi’s rival in telecom enterprise Reliance Jio in a tweet on Monday stated: “Vi like to see you collectively. @[email protected]#JioTogether” and added a winking emoji and # With love from Jio.

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