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Candid Marketing undergoes revamping; changes logo

Candid Marketing has revamped its image to provide complete marketing solutions

Keeping in mind the global requirement for integration of marketing needs, brand activation agency Candid Marketing has undergone a revamp. The agency has donned a new logo and brand identity to reinvent its corporate image. In its new avatar, the company expects to grow beyond below-the-line activities through the use of creative innovations.

"The business of activation is changing very rapidly and the way clients all over the world are looking at activation is very different from the way activation is looked at in India. Since we see that change will soon come to India, we are trying to reinvent ourselves to fit with the brand activation as seen the world over," says Atul S Nath, co-founder and managing director, Candid Marketing.

Candid Marketing undergoes revamping; changes logo
He adds, "Brand activation in India is all about BTL, events and promotions, whereas we see activation as any medium that helps clients activate their consumers. So, for us, it is not limited to only events but it can be through television, radio, outdoor, digital or any other medium and that is why we are reinventing ourselves."

In the new avatar, the agency will now help its clients activate through solutions that range from media including BTL, radio, outdoor and print, along with the Internet and mobile marketing. "The world is moving towards Internet and mobile marketing very rapidly. So, we are now giving our clients opportunities to mobilise their customers through these media as well," says Nath.

The company has also changed its logo. The new logo has eight dot-holes arranged in a square, where the circles represent creativity and softer things in life, while the square arrangement signifies logical thinking. The dot-holes (the see through holes and not just circles) gives a third dimensional approach to the agency by adding depth to the business of activation and helping clients activate their consumers across all media.

Candid Marketing undergoes revamping; changes logo
It has also added colours to its new identity. The blue represents truth, while the orange represents vibrancy.

The company also plans to expand its presence internationally and is eyeing the Southeast Asian market by the end of this year. Currently, the company has offices in Delhi, Mumbai, Bengaluru, Chennai, Kolkata and Hyderabad, and executes through partners in smaller cities.

The company is also conducting educational digital training programmes for the staff to train them on the overall digital marketing solutions, both in terms of conceptualisation and execution. To provide the training, Candid Marketing has tied up with a couple of agencies such as MobiSolv, which provides innovative mobile solutions; ColourCraft, which provides advertising and branding marketing solutions on the web; and Wildnet Technologies, which specialises in search engine optimisation.

In October 2009, Candid Marketing rechristened its trade marketing division as UBIQ Trade & Retail Marketing and along with the new name, the company has also refreshed the division's identity and logo.

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