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Sambhaav Media paints new logo for its OOH division

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 05, 2009
The outdoor division of the Sambhaav Group gets a makeover with a swanky new logo and three sub brands

Gujarat based media company Sambhaav Group, has given its five year old OOH (out of home) division a makeover with sub-brands and a swanky new logo.

While the old logo showed a rising sun in a blue triangle, which is also the Sambhaav Group's logo, the new Sambhaav OOH logo shows 'Sambhaav' in bold steel lettering with a shadow effect on some letters, underlined by a red streak. The new logo denotes strength and class, says the company.

Discussing the reason behind the launch of a new logo, Deep Vadodaria, manager, sales and marketing, Sambhaav Group, says, "At this point, it's time for the strong and dominant brands in their respective fields to come out much stronger and reinstate their superior quality, not only by media offered but also in terms of brand communication."

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A new logo is not all; the company has also launched three sub-brands under the Sambhaav OOH umbrella. The Sambhaav Street Talk sub-brand will encompass street furniture, including bus shelters, kiosks and utilities. The communication for these will be subtle and at the same time, very trendy with a lot of colours.

The second sub-brand is Sambhaav Primetime, which will represent all standard billboards. It uses very catchy and vibrant communication colours such as green, red, blue and turquoise, which will make them look attractive.

All the expensive sites and backlit unipoles have been listed under the third sub-brand, Sambhaav Première. To set this apart from the rest, a classy black background has been used, with the Sambhaav logo in steel grey along with a subtle 'Première' logo to give the entire fleet an upmarket feel.

Commenting on the three sub-brands, Neeraj Attri, assistant general manager (West), Sambhaav OOH, says, "With ever growing inventory and us spreading wings across cities in Gujarat, we felt a strong need to distinguish different media tools under different heads and that's when we decided that giving them all unique communication messages will help make individual sub-brands stronger and make the equity of the main Sambhaav OOH brand better."

The new logo and communication has been developed by the in-house creative team, which worked with feedback from the entire Sambhaav team. It took roughly 60 days to design all the communication as required and the practical changeover was planned in a span of 15 days.

Sambhaav Media also plans to use various other tools to promote the logo, apart from its own media.

For the record, Sambhaav OOH now offers 1,500 sites in the form of lit and non-lit bus shelters, billboards, utilities and kiosks in Gujarat's major cities such as Ahmedabad, Rajkot, Jamnagar and Surat.

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