Indiantelevision.com Team

(26 July 2007 8:30 pm)

MUMBAI: BPL Mobile, Mumbai's cellular service provider, has tried to rejuvenate its image through a brand refresh campaign titled 'get in the loop'.

The company has spent Rs 100 million on the brand refresh exercise which was being planned for close to six months.

The new BPL Mobile logo is multi-colored with a mix of vibrant purple, cool blue, friendly yellow and fresh green. The new look symbolizes the company's revitalized brand image, adding a spanking new feel and zing to the brand, states an official release.

The refreshed brand aims to target the youth and those young at heart. The creative for the campaign was executed by McCann-Erickson.

Elaborating on the rationale behind the "get in the loop" campaign - BPL Mobile CEO S Subramaniam said, "Through this brand repositioning exercise brand BPL Mobile is all set to strengthen the connect with the lives of young and youthful by providing this unique opportunity to come together "in the loop" and celebrate the joy of togetherness.

"We wish to emphasize BPL Mobile's thrust towards rapid growth and expansion and want to reiterate our commitment towards our customers and our prospective customers."

Having started its services in 1995, BPL Mobile currently operates in Mumbai, India. BPL Mobile serves over one million subscribers. BPL Mobile recently announced the completion of its network expansion by 60 per cent taking the number of cell sites to over 900.

Such technological advancements have paved the way for execution of a number of value added initiatives that BPL Mobile has already rolled out for their subscribers. Mobile TV bringing real time television content to mobile phones is already available. Also on the cards is the launch of Blackberry, the implementation and testing process for which has already begun.