VGC will etch Borosil's new brand identity

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | December 01, 2009
The agency has worked with the glass manufacturer in the early part of the decade and will now work on the new architecture of the brand

Borosil Glassworks has appointed VGC as its creative partner. The agency has been roped in to help the glass company envisage a new corporate identity and strategic communication plan.

There was no pitch involved. Vyas Giannetti Creative has worked with the glass manufacturer in early 2000 to help develop a strategic plan to understand the market topography. However, after this association, for certain reasons, Borosil played low.

& #BANNER1 & #The company wasn't heavy on advertising and laid relatively low on the communications front. It now plans to diversify. The household brand known for its consumer glass products and laboratory products has ventured into the manufacture of solar heaters and photovoltaic units.

In a statement issued to the press, Shreevar Kheruka, director, Borosoil, says, "With Borosil charting out aggressive expansion plans, it is important to find the right partners to help attain its goals. We decided on VGC considering its reputation and expertise in corporate brand building. We are happy to have VGC on board as our brand custodians."

Preeti Vyas, chief executive officer and chief creative officer, VGC, says that the new brand identity will be in keeping with the tremendous equity that the brand has built for itself over time. "The strategy is maintaining the strength of Borosil, along with keeping to the brand's promises," she says.

There has been a logo change and new colours and forms have been included. VGC has created a design language for the brand as well. The new identity will be revealed soon, while the rest of the communication will make a debut in about two months, says Vyas.

"As the market evolved, Borosil needed to synergise its design and communication strategy to stand out. VGC is working to create strategic creative solutions for the brand communication across media, using a specific set of design methodologies," says Vyas.

VGC's clients include the Aditya Birla group, the Tata group, the Times group, the Indian Express group, Birla Sun Life, BBC World News, Discovery Travel & Living, Taj Hotels, The Park Hotels, Ashok Leyland, Pidilite, DNA and Unilever, among others.

Recently, VGC has launched a bouquet of specialist international design and communication verticals in association with globally renowned specialists in diverse domains from Holland, the USA and the UK.

Borosil Glass Works was established in December 1962 in collaboration with Corning Glass Works of USA to manufacture borosilicate low expansion glass. Currently, borosilicate glass is also being used in the solar thermal industry for heating water as well as for generating electricity.

Borosil exports to several countries in various regions including the USA, the British Isles, Eastern Europe, Africa, West Asia and South Asia.