With the launch of the new company last Friday, the brand Hutch has been transitioned to Vodafone across India.
The pink Hutch logo has been replaced with bright red Vodafone logo and the famous Hutch dog has been used to show the transition.
Mega campaign
The company is using print as well as electronic media extensively throughout the country.
The massive rebranding exercise that is likely to cost between Rs 80 and Rs 100 crore, is aimed at a very large audience because Vodafone has 35 million subscribers and 400,000 shops and business associates.
Talking to Deccan Herald from Mumbai, Vodafone Essar Marketing & New Business Director Harit Nagpal said “Our strategy is to have a simple and uncluttered yet high visibility advertisement campaign for fast result. Given the awareness we have created in the last four days, I think, the plan is working fine." Vodafone used the dog because it wanted to carry forward the tremendous “likeability” created by the Hutch, Mr Nagpal said. Further he also pointed out that “The message is: good things of the past will continue in the future under Vodafone.”
Change is good
The company also added new tag line “Make the Most of Now” to tell the users —both business professionals and individuals, that you can use the service to do much more that just talking and smsing.
The other slogan “Change is good”, said Mr Nagpal, is on an optimistic note to reassure users that the change will mean many positives for them.