Videocon’s retail arm gets a makeover

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Digiworld, the multi-brand consumer electronic and home appliances retail arm of Videocon, unveiled a new brand identity and has launched a new logo. The new logo ‘DW’, which is an abbreviation of the brand name, focuses at the growth perspective and technological advancements that the brand has made over the years. The brand is now positioned as one with universal brand appeal and caters to different target groups.

The colours , red, blue and orange, used in the logo are a symbolic indication of the brand’s new youthful appeal. With the new logo the company hopes that it will create brand recall for it among young consumers. It aims at expanding its operational base and broadening consumers’ expectation from Videocon.

The rebranding campaign is targeted at a wide consumer base and utilises multiple platforms such as OOH, print and digital media. Commenting on the move, Jaideep Rathore, Chief Operating Officer, Digiworld said, “Digiworld is committed to provide the best service in the retail sector. From evolving the change in the existence of the electronic retail chain, Digiworld has planned this alteration in logo as well so as to create and maintain brand proposition with the image. Thus, ‘Digital WOW’ is all about establishing DW as the new identity. The exposition behind Digiworld’s logo transformation comes from our constant attempt to listen and respond to the market fluctuation in India and overseas. While Digiworld has completely adapted the new tagline – ‘Experience. Live. Believe’, in every sphere of our operating domain, today will mark the beginning of an upheaval for customers of CDIT Products.”

The company’s main TG lives in urban & semi-urban areas and the retail chain has consumer durable brands like Philips, Hitachi, Panasonic, Mobile brands like Apple, Blackberry, Nokia, Samsung, HTC and Cameras of renowned brands like Canon and Nikon, in its portfolio.

Digiworld claims to be one of the fastest CDIT retail chains in India and has achieved the countrywide presence with 400 Stores across 65 cities in a short span of one year. With a turnover of Rs 700 crore in 2011 the company is expecting to up it to Rs 1,200 crore for 2012.

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Neeta Nair

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