Amrutanjan expands its global vision with identity makeover

By Nandana Das , afaqs!, New Delhi | In Marketing
Last updated : September 14, 2011
The brand has unveiled a new identity comprising a new logo, a new tagline, ' Pure Healthy Essence', and a different packaging.

Amrutanjan, creator of the pain and congestion management category, has recently gone through re-branding, in an effort to reach out to more consumers across the globe.

The company, which has just completed 118 years of existence, has unveiled a new brand identity comprising a new logo, with the tagline ' Pure Healthy Essence', and introduced a different packaging.

As part of the new branding, Amrutanjan has segregated its current offerings into three sub-brands -- 'Kick Out Pain' for pain management, 'Relief' for congestion management, and 'Purity' for hygiene products.

Talking about the branding, S Sambhu Prasad, managing director, Amrutanjan Health Care, says, "The new branding has been done keeping in mind, the differentiating benefits of the brand through different product and service categories for all age groups."

Conceptualised and executed by Shining Consulting, the new logo consists of a circular globe like figure, incorporating basic colours of nature such as green, blue, red, yellow and white. It has Amrutanjan written in black at the centre of the circle, with the tagline below it, and 'Since 1893' above the brand name. Earlier, it was a rigid square logo unit in dull yellow and green, with Amrutanjan written in white.

The new logo represents nature, symbolic of a blend of health, science and youthfulness, and has been created with the objective to increase the brand's appeal across all demographics. The typography used is cursive, to bring in modernity, for easier brand recall, and to establish a youth connect.

The new tagline, Pure Healthy Essence, emphasises the fact that Amrutanjan uses naturally extracted products through scientific research which help cure pain and congestion effectively, without side effects.

About the new repositioning, Prasad explains, "Pure Healthy Essence is like a corporate promise to consumers which magnifies Amrutanjan's inherent association with naturalness, science and trust."

Amrutanjan's structural packaging, now aquamarine in colour, is such so as to make Amrutanjan convenient to carry, open and close.

Amrutanjan has also appointed Shining Consulting to act as a strategic partner to help the brand chart out its future direction, in an effort to reach out to more people. The creative outfit will make five new advertising films to showcase Amrutanjan's multiple products with their individual benefits and application.

Shombit Sengupta, chairman, Shining Consulting, says, "We were appointed to strategise growth and create a compelling new brand identity that expresses Amrutanjan's personality and leadership position in the market. For this, we conducted a qualitative research and found out that consumers want different pain needs to be approached with a specific remedy, different from one another."

Talking about the marketing plans for this fiscal, Prasad says, "From R&D to branding, retail activation to advertising communication, Amrutanjan will go all the way to be a part of the competitive scenario."

First Published : September 14, 2011
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