is constant," says Vikram Lakhani, director, Orienta Cine Advertising. Lakhani's company has revamped its corporate identity and is now simply Orienta Advertising.
Orienta Cine Advertising was set up in 1994 and provided on-screen cinema advertising solutions. In 2006, the company started offering branding and promotional solutions in malls and multiplexes.
The new aggressive look aims to drive the message that Orienta is way ahead in providing media solutions with its indepth knowledge and that it aims to drill the psyche of the audience to "engage" them with brands, establish a "connect" to impel them to take home the brands, with the motive of helping its clients to "emerge" from the brand clutter.
Orienta's new corporate identity has been created with the help of 3 Brothers and Fils, the advertising agency which handles its creative duties.
Vikram also tells afaqs! "Every age demands something new. Our core values remain the same, but Orienta has revamped itself to suite contemporary needs. So, as of 2008, you have a new Orienta."
Orienta Advertising bagged the on-screen media rights for Fame Multiplex in May. It also has exclusive on-screen media rights for Adlabs. In April, the company started offering transit advertising solutions as well and worked with Godrej and its sub-brand, Cinthol. This comprised bus branding and advertisement displays on bus shelters.