iWorld

Shemaroo revamps logo to suit digital consumer

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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/11/she.jpg?itok=nM2M9Uw_

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/jio.jpg?itok=c6HHUcxu
India Ratings and Research says R-Jio's tariff hike to support industry ARPU

India Ratings and Research (Fitch Group) believes Reliance Jio Infocomm Ltd’s (R-Jio; ‘IND AAA’/Stable) decision to start charging Rs 0.06/minute through top-up vouchers on outgoing voice calls to other networks would improve its average revenue per user (ARPU) by about Rs 9 and EBITDA by 15 per...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/snapdeal.jpg?itok=ve1r8cg4
Snapdeal Snap Diwali Sale: price cuts on smartphones below 5,000

MUMBAI: Snapdeal’s 3-day Snap Diwali sale begins today.  The sale has deals on affordable smartphones under Rs 5000. A range of colour feature phones starting 299 will also be available on sale. Here are the top mobile deals in the Snap Diwali Sale: The LG Spirit is listed at a price of Rs 3404....

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/10/voot.jpg?itok=reNhYAwN
VOOT Studio partners with TikTok to launch “Work It Up” a celebrity chat show with an educational-fitness twist

MUMBAI: VOOT, India’s second largest premium video on demand platform      has collaborated with TikTok, world’s leading short video platform,  to make B-town favorites sweat out secrets as they ditch the usual couch and ‘Work It Up” in the all new celebrity chat show- TikTok India presents “Work...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/10/mxplayer.jpg?itok=jpRE5NxB
MX Player expands its content library and announces a two channel partnership with IN10 Media Network

MUMBAI: Offering viewers “Everytainment” with its wide range of offerings, MX Player – India’s leading entertainment streaming platform has emerged as the preferred destination for all things entertainment.  Be it their multi genre MX originals, a vast library of 1,00,000 + hrs of online streaming...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/09/sameer.jpg?itok=c-3Dp1KU
Sameer Pitalwalla to move on from Culture Machine

MUMBAI: Culture Machine Media CEO and co-founder Sameer Pitalwalla will be moving on from his current role by the end of December 2019. He will continue with Rainshine Entertainment, the holding company of Culture Machine. He will continue as an advisor and will oversee some of its existing long-...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/09/mercedez.jpg?itok=CPffhX1y
Mr. Mercedes Season 3 on SonyLIV is all set to take you on a thrilling ride

MUMBAI: Unexpected plots, mysterious twists and turns, nail biting revelations – if detective stories excite you and wrack your brains around the how and why of a story, then this award-winning show is perfect for you! With the festive season around the corner, how about some dose of thrill and...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/09/group.jpg?itok=tMVozdsC
Telcos are great partners for OTT discoverability and monetisation

With an explosion in the smartphone market and rise in the number of OTT channels operating in India, telco-OTT partnerships are well-strategised and the most beneficial for content platforms to gain eyeballs and drive monetisation asserted a panel speaking on the topic of “Captive Audiences of the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/07/hoichoi.jpg?itok=XbZxrtsn
hoichoi is now available on PatchWall on Mi TVs

MUMBAI: hoichoi, a leading Bengali entertainment platform with over 2,000+ hours of content, is now available on PatchWall on Mi TV, India’s number 1 Smart TV brand by Xiaomi. 

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/07/kia.jpg?itok=xxr8S9wt
Vodafone Idea and Kia motors india enter partnership for uvo connected car services

MUMBAI: Vodafone Idea, India’s leading telecom service provider and Kia Motors, have signed a partnership for the India debut of UVO connected car system with the new Kia Seltos – a technologically advanced and refined mid-SUV equipped with a range of market and world-first features designed to...

iWorld Telecom

Sign up for our Newsletter

subscribe for latest stories