apparel brand of Reliance Textile Industries, has gone through a complete makeover. With a new look, new logo and new offerings, the brand has been given contemporary appeal, but in resonance with its heritage and DNA.
The red colour in the logo has been retained, given its long-time association with brand, and also because it is the symbol of celebration and warmth. The design, with minimalist letters, which are placed farther from each other, conveys a new, open spirit, and the bold and clean lines denote the new thinking.
With its wide range of fabrics, Vimal enjoyed the status of a brand of 'fashion for everyone'; this will now be highlighted in a more contemporary and trendy manner. Taking the premise a step further, it has placed in line a range of products for men in the ready-to-wear segment, which is a new segment for it.
Vimal Red and Vimal White will be available in exclusive Vimal stores and also in stores that stock Vimal. Vimal Black will be available only at the exclusive stores. The brand stores, which are being transformed in line with the brand's new identity, will offer a whole new retailing experience. Custom tailoring and styling will also be on offer.
Group leader Mukesh Ambani's wife Nita Ambani has been involved in all aspects of the brand's re-launch. "We are all very proud of this moment of reviving the Vimal brand, which I am sure will regain the market leadership and top-of-the-mind recall it enjoyed," she says.
Six months ago, Grey Worldwide was finalised as the new creative agency for Vimal; the media duties are with Vibrant, which is Reliance Industries' media AOR. When this announcement was made, the size of the business was contemplated to be in the region of Rs 40 crore.
Popular actresses Jaya Prada and Sridevi were the early endorsers of the brand's sari range, while Kabir Bedi, Deepak Malhotra, Milind Soman, Ravi Shastri and Allan Border used to endorse the menswear range. At that time, the brand - both creative and media duties - was handled by Mudra. The tag line, 'Only Vimal', was conceptualised by Mudra. However, from 1998 onwards, the brand hasn't seen a lot of advertising, although it was very much in the market. With its re-launch, one might see a brand ambassador being appointed, too.