Thought Bubbles to revamp brand Shiamak Davar

By Biprorshee Das , afaqs!, Mumbai | In Advertising | February 15, 2010
Brand Shiamak Davar will soon undergo a revamp; Thought Bubbles will design the new brand identity and future communication

Popular dancer and performer Shiamak Davar will revamp his brand identity and Thought Bubbles, the agency floated by former Ogilvy creative director Manoj Motiani, has been handed the mandate for the same.

Thought Bubbles is working towards evolving a singular, dominant brand that Davar embodies and this will be projected over all the company initiatives.

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"Shiamak is an educationist, entertainer and philanthropist. It is challenging and interesting to see how we can use design and ideas to do justice to such a multi dimensional personality. This is an intense exercise of master branding in the field of glamour, dance education, entertainment and empowerment," says Motiani, founder and chief creative officer, Thought Bubbles.

The current communications will continue to be worked on by the incumbent agency, Catalyst and the business will gradually be transferred to Thought Bubbles in a phased manner as the new identity is rolled out.

"The Shiamak Group has to have a unified appeal. We want a single brand identity to represent the three Shiamak Davar entities - Shiamak Davar Institute of Performing Arts, Shiamak Davar Media & Entertainment and Shiamak Davar Dance Gear (a licensee deal with Reebok). We needed a strategist in terms of the new design, logo and communication. That is where Thought Bubbles came in," says Siddharth Mathur, group marketing head, Shiamak Group.

"We had seen Thought Bubble's work earlier and they came highly recommended. We invited them over for a discussion and liked the ideas and understanding of what we wanted to do," Mathur adds.

Besides about 100 centres in India, the group is also present internationally in countries such as Canada, Australia and the UAE.

The group will continue with print advertising and will also use the digital medium, where Mathur says their target group is increasingly moving to.

"The new look, tone and manner will manifest itself in print, digital space, point of sale and merchandising, followed by campaigns for dance camps such as Summer Funk, Winter Funk, Daily Dose of Dance and Annual Programs, among others," says Motiani.

Electronic media will also be experimented with towards the end of the year.

The new brand identity is expected to be launched towards the end of March.

Thought Bubbles handles clients such as DSP Blackrock mutual fund, 21 Fahrenheit - Ice Lounge and Indiabulls Real Estate.

Besides Ogilvy, Motiani has also worked in agencies such as Euro RSCG and iB&W and has handled brands such as Castrol, Kotak Mutual Fund, Heroes Project (Richard Gere Foundation HIV/AIDS), Pidilite Industries, Bajaj Auto and Videocon.