Mumbai-based ad agency Umbrella has won the mandate of creating a completely new corporate identity manual for Reliance IndiaMobile.
The agency is jointly promoted by Bhupal Ramnathkar, the former executive creative director at Enterprise Nexus, and Ramesh Govani of Mumbai-based Kamala Group, which owns the Gabbana brand of clothesline.
Ramnathkar is very excited about this account win. "This is the first time that Reliance has entrusted an Indian agency with the responsibility to design a logo. I am very happy that the honour has come to Umbrella."
"This is an amazing opportunity for us. Creating the corporate identity for Reliance IndiaMobile, one of the largest Indian companies, is very exciting. Creating a campaign is great, but campaigns keep changing over time. Corporate identity is something that will last for years to come and hence it involves a lot more thinking. There's a certain timelessness about it," he continued.
The corporate identity programme at Reliance IndiaMobile will involve re-creating a new graphic identity for the brand. "The work will involve designing the Reliance IndiaMobile logo on boards that you see attached to lamp posts. It will also involve stationery, billboards, TVCs....the works," he explains.
"I cannot tell you what exactly we will be doing for the Reliance IndiaMobile brand. It could involve a change in fonts....perhaps a change of lettering. One is not sure. The entire process is going to take at least two months," he said.
Kaushik Roy, marketing head of Reliance IndiaMobile, said, "It was in mid-2002 when we had conducted a similar exercise. UK-based Minale had lent its design support to the Reliance IndiaMobile brand then."
"This time, we felt the design should be contemporary. In 2002, for example, we did not have sub-brands in the mobile telephony or broadband business. We needed someone with a keen sense of graphics. We needed an advertising professional, who understands how a brand can be used across mass-media campaigns. In Umbrella and Bhupal Ramnathkar, we have found both," he added.
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