DMAI: Re-branding for digital

After 20 years, Direct Marketing Association India (DMAI) has unveiled a new brand positioning and a logo for its corporate brand. The objective of the new brand positioning is to introduce DMAI in the digital world with a contemporary look and also highlight that direct marketing has evolved from a mailer medium to an interactive marketing medium.

Vatsal Asher, chief executive officer, DMAI, says, "With direct marketing going digital, it was important to introduce a new positioning and a platform which resonates with the modern smart methodology of business. We wanted to give it a modern feel without changing the core identity. The new brand identity of DMAI is based on the rebirth of direct marketing in the digital age and communications around it."

The logo also has a strapline that reads 'Marketing Made Smarter', emphasising the new positioning of DMAI. The logo has been conceptualised by creative agency RAPP.

Venkat Mallikarjunan, president, Tribal DDB and RAPP India, says, "New age direct marketing agencies are taking ahead the good things about direct marketing like the discipline, the performance and ROI focus, while not limiting themselves to direct mail as a medium. The re-crafted direct marketing agency is now a genuinely new age-led agency, with significant skills in new media, new age engagement tools and new age insight frameworks, as well as brand thinking. DMAI wants to propagate this change and get brand and business leaders in India to take notice."

As a part of the new brand positioning, DMAI plans to organise a global convention in August, which will feature global learning in strategic marketing, with special focus on direct marketing including traditional, interactive and futuristic channels.