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Mr. Jay Mehta, Executive Vice Chairman Saurashtra
Cement Limited Gujarat Sidhee Cement Limited. |
"In
the case of Hathi we wanted a younger, fresher looking
image for the elephant to convey growth, energy and
momentum. The Sidhee logo with its new colour and design
is distinctive and stands out from the competition.
Particular care was taken to use the right hand in the
visual, to be sensitive to customer sentiments as also
to convey positive upward movement. I think Ray+Keshavan
have done an excellent job in giving life to our brand
vision, bringing to the forefront the intrinsic value
proposition of the brands."
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THE
SIDHEE LOGO
 The
Sidhee logo presented a different set of challenges. ray+keshavan
noted, "the brand had to be clearly projected and defined".
Its assured quality and value-formoney appeal needed to be
highlighted in order to exploit its potential to the fullest.
The brand is being repositioned as a young, dynamic and accessible
brand, clearly identifiable as the smart man's choice.
ray+keshavan felt that, "the newly designed logo bridges the
gap and achieves the targeted brand prism".
Initial reactions from the market have been positive. Comments
ranging from 'Exciting', 'excellent colours (Sidhee)' and
'mast Hathi' have delivered a thumbs-up to our branding exercise.
After the soft launch of our new logos, a flurry of activity
has ensued. Shop  fronts
are being repainted and signages revamped to display the new
logos. In an attempt to grab the eyeballs of the market, several
activities and promotion exercises are on the anvil to create
an awareness of and excitement around our efforts to create
a distinct brand identity.
Watch this space as Gajgamini reports news and activities
as they unfold...
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M.S. Gilotra, MD |
"The
change in our logo signifies our will and determination
to change ourselves to meet the expectations of our
customers."
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THE
HATHI LOGO
 A
wave of change is sweeping across the Mehta Group's cement
brands. Over the past few months, intense activity and a heightened
sense of anticipation and excitement have been very much in
evidence. The reason? A re-branding exercise. In the context
of a rapidly growing and fiercely competitive market, the
decision was taken to rejuvenate our brands in order to make
them more dynamic and appealing.
The first mover advantage ensured the Pioneer Hathi's position
as the original cement. But, in a 'jo dikhta hai woh bikta
hai' market place, the competition was seen to be more aggressive,
with greater visibility and media presence. A positioning
overhaul has set the Hathi on the right course, surging ahead
to win the race.
Suffering from an identity crisis, Sidhee was lagging behind
in the race to gain market share. Perceived as a good product,
the only thing holding Sidhee back was the lack of clear positioning,
resulting in no emotional connect. Breathing new life into
this brand is a new logo.
The task was assigned to Ray+Keshavan, India's leading brand
identity and design
consultants. Research conducted by them drew attention to
the shifting profile of the user. Whereas earlier the user
was a man in his 50s, close to retirement, today's user is
a younger man, in his mid-30s. Also new research on purchase
behaviour by AC Nielsen indicates that an older man aspires
and behaves like a 35 year old.
Our objective was to clearly position our brands and through
the change of logo make them more enterprising and capable
of addressing a younger audience.
In the case of our flagship brand Hathi, the aim was to project
the brand in its perceived position of pioneer and leader
and to leverage our heritage and relationship of trust, as
also our standing as the preferred choice of the quality-conscious.
The challenge lay in negating any perception of being stagnant
or stuck in groove.
While being the brand of the self made man, the new Hathi
is keeping pace with the times and living up to the promise
of quality and reliability. A brand, that not only appeals
to its loyal customers, but a brand that is a definite draw
to the younger consumers as well.
The result? A dynamic and contemporary logo that makes a positive
impression.
| about
ray+keshavan |
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ray+keshavan are India's leading brand identity and
design consultants, with more awards for excellence
in design than any other firm in the country.
They
help their customers build path-breaking brands through
the strategic use of design. ray+keshavan have worked
with the best Indian brands to create a diverse range
of products across different mediums.
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THE NEW LOGOS:
MAKING A
SPLASH IN THE
MARKET PLACE
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