Videocon hijacks DLF's Ship Building in Gurgaon

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | November 18, 2009
The Rs 5,000-crore conglomerate will brand the entire exterior of DLF's Ship Building in Gurgaon for three months

As part of a landmark deal in the OOH industry, Videocon will brand the entire exterior of DLF's Ship Building in Gurgaon (visible from National Highway 8), using one-way vision self-adhesive vinyl.

The execution is halfway through and is expected to finish within 15 days. According to sources, Videocon has taken up the property for three months and could look at extending the duration.

The branding has been done following the adoption of a new brand identity by the Rs 5,000-crore conglomerate. Videocon has shed its solid, steel 'V' for a more fluid, lava like 'V', and also changed its brand proposition to 'Experience change'.

Neither Videocon nor its OOH agency Navia Asia could be contacted at the time of filing this story.

Though earlier it was sceptical about the impact of advertising on the look of its buildings, over the years, DLF seems to have become more receptive towards branding on the exteriors of its properties.

This year in January, afaqs! reported about an innovation executed for Good People India, a job consulting company based in Gurgaon. On Infinity Towers, a glass facade building in DLF Cyber City, a bright yellow sign with the message, 'Jobs Available -', was attached to the window cleaning trolley. A cutout of a hand was attached to one side of the trolley, with a finger pointing towards the various company signs on the building - such as Orange, WNS, STAR Sports, STAR Cricket and ESPN. The maintenance staff moved the trolley up and down the building in the afternoon as they cleaned the glass.

It wouldn't be surprising, if in the days to come, this form of branding became a good source of revenue for DLF.

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