iWorld

Shemaroo revamps logo to suit digital consumer

After a three-month selection process, Ogilvy India was approved as the creative partner

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/11/she.jpg?itok=VysCIfeB

MUMBAI: Over the years, Shemaroo has had to reorient its business to suit the changing ecosystem and consumer preference. Now, the content powerhouse has revamped its look as well by unveiling a new logo.

In its 55 years of journey, Shemaroo has witnessed various changes. 15 years ago, it went through a brand refresh. About 10 months ago, the company announced that it has embarked on a transformation journey.

Shemaroo gears up for digital era; adds devotional app Ibaadat

Speaking to Indiantelevision.com, Shemaroo Entertainment CEO Hiren Gada shared the experience. After a three-month selection process, Ogilvy India was approved as the creative partner. ?It?s the number one agency in the country. Shemaroo is a brand which has been around for 55 years, has been so closely guarded, so many people have such an emotional connection with the brand. If it has to undergo a refresh, it needs to be with the best,? Gada commented on the reason behind choosing Ogilvy as a partner.

Initially a B2C brand, over time, its business model has become B2B2C. However, the main target of the refresh is consumers. Gada believes that a strong B2C connection is needed before thinking about how people will perceive the change.

However, Shemaroo promises to stay loyal to the Indian audience by offering them entertainment with that ?special tadka?. ?India Khush Hua?, the new tagline, wants to convey the message of how the company wants to bring joy to Indians with multi-genre offering.

Curation brands the need of the hour in digital: Kranti Gada

The logo comprises a series of overlapping layers in rich Indian colours while the shape of the design elements has been derived from the digital play button. ?They are already the modern forward-facing company that the logo reflects,? Ogilvy India CEO Kunal Jeswani said.

?What I found really interesting was the company has done so much to transform internally before they decided to do the external transformation of the brand. Then the task for us becomes much easier. For agencies, when you are transforming a brand externally, it?s far more difficult when the internal shift is going to happen after that. In the case of Shemaroo, it?s just the colours and logo reflecting the change,? he added sharing his experience working with Shemaroo.

To devise the new logo, Ogilvy undertook surveys for a thorough understanding of the brand, consumers and the trade through careful planning, exhaustive research and understanding of emergent trends.

A large part of its multimedia campaign will be through its own media. ?There are partner properties which we would be working with. We would also be buying some additional media. But primarily it would be on the digital domain. Because the consumer is largely digital, that?s where more targeted and faster refresh can be achieved,? Gada said.

The company has the ambition to achieve 5X growth in five years. Multi-genre and multi-language strategies are also on the anvil. Devotional content is a core area for the current time. Through the new identity, the company wants to convey their passionate commitment to the goal.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/18/CDN.jpg?itok=NQ6xLDeO
Urban-rural internet experience gap needs bridging: Gaurav Malik

The digital savvy generation not only yearns for good content but also a seamless viewing experience. A few seconds of latency or buffering can push the user to switch to other platforms. Thus media companies, especially OTT platforms, are integrating with content delivery networks (CDN), content...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/18/Airtel_Telenor.jpg?itok=f6rKpPLr
Airtel-Telenor to expand home broadband to 2 mn

Airtel’s acquisition of Telenor will provide the broadband business a boost. As India is an under-served market in broadband, the company is planning to expand its home pass footprint to 2 million in FY19.

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/zee5.jpg?itok=d_UVE_B0
ZEE5 launches Lockdown with Badshah, Kailash Kher, Raftaar, Jonita Gandhi and many more

ZEE5, India’s largest and most comprehensive digitalentertainment platform for language content, today launchedLockdown – a path-breaking concept in collaboration with renowned rapper and composerBadshah.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/17/JIO_4G.jpg?itok=5kFd_t5k
Broadband on cable fibre declining?

Is broadband on cable fibre on the decline in India? Results over the past few quarters of some of the multisystem operators or MSOs seem to indicate just that. Mukesh Dhirubhai Ambani’s largest start up in the world Reliance Jio Infocom Ltd (JIO) is the one of the biggest upheavals that has...

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/16/netflix.jpg?itok=Q-ezEpg3
India’s ranking falls in latest Netflix ISP speed index

The streaming giant releases a monthly update on which ISPs provide the best primetime Netflix streaming experience.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/16/MX_Player_800.jpg?itok=abnyc8JG
MX Player's content play for OTT platform launch

In the last two years, India’s media and entertainment industry has witnessed the emergence of several over-the-top (OTT) players. With an ambition to gain a foothold in the burgeoning OTT space, Times Internet recently acquired a majority stake in Seoul-based MX Player. While the company is yet...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/15/Amazon_India.jpg?itok=YdqHxAe_
Amazon scaling up investment for Indian marketplace biz

E-commerce giant Amazon has invested additional Rs 2,700 crore for its Indian marketplace unit at a time when it continues to battle its local rival Flipkart along with investing about Rs 100 crore for food retail business in India, according to a report from Mint.

iWorld e-commerce
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/zee5.jpg?itok=lW1J0Csx
ZEE5 presents “Lal Bahadur Shastri’s death – An unfinished story” India’s biggest cover-up

ZEE5, India’s largest and most comprehensive digital entertainment platform for language contentannounce the launch of “Lal Bahadur Shastri's Death - An Unfinished Story

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/hoooq.jpg?itok=lnz1uCy1
What's New on HOOQ

HOOQ, Southeast Asia’s largest video on demand service reveals its content line up for the next three months (August – October). Get ready for an exciting three months filled with fresh blockbusters, classic comedies and same-day as U.S. Telecast series.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories