Videocon gives a new identity to its mobile business; turns Orange

Videocon has taken the experiential marketing route for its recently launched co-branded Ducati series.

While the colour of the Videocon's main logo remains light green, it has been changed to orange for the brand's mobile phone business. It may be recalled that the green logo was unveiled in 2009. The 'V' was designed such that it looked a lot more fluid than the previous one and stood for Videocon's move from static to energetic. This 'V' comprised two parts, which doubled as the fictitious animated characters, Chow and Mow. Overall, 'Experience Change' was the brand proposition.

Videocon gives a new identity to its mobile business; turns Orange

For several months now, the brand campaign for Videocon mobile phones has carried the tagline, 'V is the New Me'. It is a metaphor for both today's restless youth and the fact that change is the only constant today. It stands for the sentiment that the mobile phone is a part of one's inherent self and is gradually becoming a complete world in itself.

On December 1, Videocon Mobile Phones also unveiled its new co-branded product, V6200, the first ever Ducati series of mobile phones. The new product is launched under brand licensing from Italian superbike major, Ducati Motors. The product, priced at Rs 12,000, will be made available at modern retail outlets.

The new phone, being a product of the two companies, Videocon and Ducati, comes with the concept of Mo-Biking, that is, a combination of mobile phones and biking.

The upcoming advertising campaign is highly experiential in nature and primarily rides on BTL (below-the-line) activities. Starting on December 10, there will be an eight city road trip showcasing the new product and popularising the concept of Mo-Biking. The road trip will use Ducati Monster bikes. This entire activity will last for four weeks.

The road show is being popularised primarily on the digital space. The brand has strategically tied up with XBHP, India's premier motorcycling community portal and lifestyle magazine, and is utilising the same as a platform to promote the product and the upcoming event.

Eight bikers are scheduled to kick off the bike tour in Mumbai and the cities selected for this activity are Mumbai, Pune, Hyderabad, Chennai, Bengaluru, Ahmedabad, Delhi and Chandigarh.

Three days will be spent in each city and two routes are scheduled to be taken. In each city, a comprehensive promotional strategy will be executed.

Day One will see publicity at PVR as well as 'Mo-Biking Zones' - these are high traffic areas that have been flagged off for engagement exercises and audience interaction.

Day Two (first half) will be all about publicity at 'Xtreme Zones' - youth hangouts such as Cafe Coffee Day (CCD) or Barista outlets. During the second half of Day Two, these bikers will go to retail outlets such as Croma and Planet M to conduct 'Xtreme Zone build up'. Basically, they will generate noise about both the bike and the phone.

Day Three has been slated for get-togethers with members of the aforementioned biking community. One on one product demonstrations will be conducted in order to create buzz amongst young bikers.

Besides this, there will be a fair deal of POP (point of purchase) and POS (point of sale) branding, as well as SEM and SEO level branding.

A TV campaign is not on the cards as of now as the space is deemed to be too cluttered, says Anshul Punhani, general manager, marketing, mobile phones division, Videocon. "Focus is on an experiential ad campaign as consumers need to experience the product first hand," he tells afaqs!.

While the ad spends could not be ascertained, sources at Videocon reveal that about 70-80 per cent of the budget is being spent on BTL activities, while 20-30 per cent has been allotted to ATL (above the line) activities.

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