DuPont to cash in on the burgeoning corporate identity market

By , agencyfaqs! | In
Last updated : February 17, 2005
Company launches innovative signage solution

Soon, your frying pan at home will have something in common with the signage at the shopping mall.

US-based DuPont, maker of Teflon non-stick coating that helps you turn out the perfect poaches and dosas, is launching a signage solution to cash in on the $40 million-corporate identity market in India.

Christened DuPont Teflon Sign Solutions, the technology, patented and trademarked by the company, is a three-tiered combination of a flexible substrate, colour films and overlamination films.

Put simply, it results in signages that survive the heat and dust of the Indian cities better than any other. And thanks to its Teflon ingredient, the signages would be resistant to grafitti and chemicals, with a warranty of three to seven years.

Speaking to agencyfaqs! Upal Roy, business manager, DuPont Fluoroproducts, said that choosing India, and especially Mumbai for the global launch of the product was driven by the growth and potential of the out of home and point of purchase sector.

"Even though the sector is still in its nascent stage, we see a lot happening over the next few years," said Roy. DuPont believes it has a ready audience in the high-end retail outlets, gas stations, banks and telecom companies. "With this product one can experiment with and customise colours and put up signages anywhere, without fear of wear and tear," says Roy.

Corporate identity exercises have assumed greater significance given the problem of brand clutter and the urge to reinforce brand identity. The initial resistance to undertake corporate identity exercises is now melting away. Some of the companies that have gone for it in the recent past include IndusInd Bank Lifestyle, Dabur, L&T , Aaj Tak, to name a few.

Though a new corporate identity does not necessarily imply a change in the brand values or core proposition, it does generate excitement, Preeti Vyas Giannetti, chairperson Vyas Giannetti Creative, had earlier told agencyfaqs!

DuPont will not only push for new clients, but also try to convince existing players to convert to the new system. Sign Solution will be available through four-five authorised agents in each of the metros. The next destination for Sign Solutions would be China and Korea.

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First Published : February 17, 2005
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