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Dollar has Akshay Kumar unveil new brand identity on webinar

The new TVC portrays the brand has products for all genders and ages

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BENGALURU: In probably what will be the ‘new normal’ as far as product and brand launches are concerned, Indian apparel brand Dollar Industries Ltd (Dollar) unveiled a new brand identity through a webinar. The new brand identity has the word Dollar with and added subscript – ‘Wear the change’ - #DollarBadalGaya.

Following the government’s norms of social distancing, the company digitally revealed its newly designed logo along with Indian movie superstar and Dollar brand ambassador since 2010 Akshay Kumar and Dollar managing director Vinod Kumar Gupta. The concept was probably the first of its kind initiative by a brand to reach out to its consumers and share its message of ‘Wear the Change’ by staying in tune with digitisation and changing times.

The company wanted to tell the world that its products were not limited to just men’s undergarments as most of its he-mansque audio-visuals seemed to portray. They were meant for men, women and kids, and not men’s innerwear alone, but products for women and children and apparel such as jeans, T-shirts, skirts, etc.

A new TVC featuring, Akshay Kumar to sync with the new brand identity was also revealed. And for a change the TVC has the male lead being rescued by a female through a bedtime fairy tale that Akshay Kumar narrates to his ‘daughter’.

Sharing his thoughts about the new brand revelation, Gupta stated, “Our brand identity focuses on ‘Wear The Change’ which is aligned with our business ethics to constantly innovate and keep up with the trends and changing consumer needs.  The reinvigorated brand identity will provide a new dynamism to the business profile internally, to the end customers and stakeholders.”

Gupta further added, “Our logo retooling exercise provides the brand a distinct identity. The ‘Knitted D’ symbolises our product line. The rebranding step has been taken to re-organise the brand architecture altogether making the brand visibility more precise and clearer. The company has become simpler in maintaining various categories which in return will make a positive change in the market.”

Explaining the reason for the new identity in these trying times, Gupta said that this had been work in progress since the past one year and the new brand identity was to be unveiled in the traditional manner, but for the Covid2019 lockdown.

Akshay Kumar said, “My association with Dollar has been stupendous since the last ten years and today I am thrilled to be unveiling their new brand logo and identity through this virtual activity. Currently, the pandemic across the world has generated an unprecedented circumstance and calls for widespread cooperation at all levels of society. In every situation, I search for positivity and as the brand ambassador of Dollar I urge everyone to stay safe during such difficult times, with a hope that we will be back soon."

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