OCM changes after 86 years

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 19, 2011
The suiting and shirting brand endorsed by Saif Ali Khan has donned a new look with a new logo.

OCM India, the suiting and shirting brand, has donned a new look. It's now got a new logo after 86 years. The brand was launched in 1824. The new brand identity is part of the company's expansion plan and the strategy to tap the next-generation consumers.

In the last 10 years, the company's volume sales has gone down from 7.5 million meters to 4.5 million meters.

The new logo has been designed by the creative agency Euro RSCG. In the new logo, the OCM typeface is shown in purple, with the word 'Suiting' inscribed just below it in brown. The whole thing is inscribed against a white backdrop. The font used is a flowing one which is more informal and youth-oriented. It was earlier a rigid rectangular logo unit in red and blue, with 'OCM' and 'Suiting' written in white.

The logo draws inspiration from free-flowing drapes, signifying freedom and the unrestricted spirit of today's men, who define their significant moments in their own terms. The fresh logo also suggests the brand's dynamism and ability to evolve with the times.

"The new identity introduces a certain element of liveliness and captures the very essence of how we operate at OCM. This is not just 'let's wake up one day and change our identity' style of marketing, but rather a game-changing strategy with real, on-ground changes in product innovation, exploring new markets, fresh product offerings and energising trade channels. We did an in-depth study nationwide to understand various facets of the brand. The campaign will break soon," S K Singhal, chief executive officer, OCM India said in an official communiqué.

OCM had commissioned a comprehensive market research before conducting its image makeover. It was carried out by Leap Frog, an UK-based international market research agency. The research conducted across eight cities in India, helped OCM understand its competitive landscape and envisage its new identity and brand promise.

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