Vodafone-Essar will start to roll out the red Vodafone logo on September 20 and replace the dominant pink of Hutch. The re-branding is happening at extremely low cost, claims Harit Nagpal, the director for marketing and new businesses at Vodafone Essar.
This is not the first brand change for the company. In its Hutch Essar avtaar, the company had to unite a few diverse brands under its network as Hutch. The exercise was completed in 2005-06 when the Orange brand in Mumbai was phased out to introduce Hutch. Earlier, in 2002, the company had phased out Command and Essar in Kolkata and Mumbai to bring in Hutch in those markets. Later the company changed the colours of its logo from orange to pink last year.
While television advertisements will be aired on Thursday night, print advertisements will appear on Friday, September 21 and the logos will also be changed at prominent
locations and shops. Nagpal refused to talk about exact amounts being spent, but said that the amount was much less than Rs 500 crore that is being talked about. "It is much less than that. We have done it recently when we change it to pink."
He also said that the theme of this changeover will be that of Hutch becoming Vodafone and there will be no other message at this point. "The first phase will be the key cities where the change will take three to four weeks and the next phase will be the next tier of cities that will take another three to four weeks," Nagpal said.
He added that the message would be communicated to 35 million customers and four lakh shops where the logos will be changed. "It will start with television commercials on Thursday night and print advertisements that will appear on Friday," Nagpal added.
Asim Ghosh, managing director, Vodafone Essar said in a press release: "We've had a great innings as Hutch in India and today marks a new beginning for us. Not as a departure from the fundamentals that created Hutch, but an acceleration into the future with Vodafone's global expertise.