ITV

Category: Marketing

  • Technology is central to our strategy: Abhinav Kumar

    Technology is central to our strategy: Abhinav Kumar

    Mumbai: BAGLINE House of Luxury Bags has announced the opening of its second store in Pune, enhancing the city’s vibrant shopping scene. Located on Jungli Maharaj Road in Deccan, Pune, the store offers an exquisite range of luxury bags and accessories for Pune’s discerning consumers.

    Each brand of theirs offers unique qualities and functionality, ensuring our customers discover the perfect blend of style and utility for both daily use and travel adventures.

    Indian Television caught up with Brand Concepts Ltd Whole-time director and CEO Abhinav Kumar where he shared a brief overview of his journey and much more.

    Edited excerpts

    Could you share a brief overview of your journey with Brand Concepts Ltd and how you came to lead Bagline?

    My journey with Brand Concepts Ltd. began in 2007 when I co-founded the company along with Mr. Prateek Maheshwari, to revolutionize the luggage and travel gear industry by infusing it with fashion. Drawing on a strong foundation in luxury brands and a deep passion for the retail industry, we initially focused on character licensing before strategically shifting towards building a fashion-forward portfolio. This portfolio now includes iconic global brands like Tommy Hilfiger, United Colors of Benetton, and Aeropostale, Juicy Couture alongside our innovative brands, The Vertical and Sugarush.

    BAGLINE, House of Luxury Bags, launched as a retail destination for Brand Concepts Ltd., to transform travel gear and bags into a premium lifestyle accessory. Leading BAGLINE has been an inspiring journey, as we’ve successfully positioned it as a leading multi-brand retail destination, offering premium and fashionable travel gear to discerning customers across India. It’s been incredibly rewarding to witness BAGLINE’s growth and its emergence as a significant player in the Indian retail landscape.

    Bagline has become one of India’s leading multi-brand retail destinations in the Travel Gear and Lifestyle Accessories domain. What were the key strategies that contributed to this success?

    BAGLINE’s success as a leading multi-brand retail destination in India’s Travel Gear and Lifestyle Accessories domain can be attributed to several key strategies:

    Fashion-forward portfolio: We aligned with global fashion brands like Tommy Hilfiger, United Colors of Benetton, Juicy Couture and Aeropostale, transforming luggage, handbags and accessories into stylish lifestyle products.

    Design excellence: By blending functionality with aesthetics, our in-house design team ensures our products resonate with contemporary trends and consumer aspirations.

    Omnichannel expansion: We’ve integrated digital technology into our retail model, offering a seamless shopping experience across online platforms and physical stores, including innovative digital stores.

    Sustainability focus: Incorporating eco-friendly practices in our operations and product lines has appealed to environmentally conscious consumers, setting us apart in a competitive market.

    What are some of the major challenges you have faced in expanding the brand’s reach across India, and how have you addressed them?

    Expanding BAGLINE’s reach across India has presented several challenges, particularly in catering to the diverse consumer preferences across different regions. We’ve addressed this by implementing a hyper-localized strategy, our licensed brands used GLOCAL strategy following those guidelines we customized our product offerings and marketing efforts to resonate with Indian tastes. Establishing a strong supply chain, especially in tier 2 and 3 cities, has also been challenging. To tackle this, we’ve formed strategic partnerships with local distributors and logistics providers to ensure efficient product delivery. Additionally, our digital transformation initiatives have played a crucial role in streamlining operations and enhancing our reach in these markets.

    How has technology played a role in enhancing your product offerings and customer experience?

    Technology is central to our strategy, enhancing both our product offerings and the customer experience. We’ve integrated advanced analytics to gain deep insights into consumer behavior, enabling us to personalize product recommendations and marketing initiatives. Our e-commerce platform utilizes AI-driven tools for intuitive navigation, effortless product discovery, and streamlined checkout processes. We have also integrated Quick Commerce and Endless Aisle store formats to mirror our phygital strategy, ensuring a seamless and efficient shopping experience. Our digital stores offer an omnichannel experience, allowing customers to explore our complete inventory, bridging the gap between online and offline shopping.

    How do you incorporate eco-friendly practices into your business operations and product development?

    At Brand Concepts Ltd., sustainability is a key pillar of our operations and product development. We’ve integrated eco-friendly practices across our business, including the use of recycled and sustainable materials in our products and minimizing plastic consumption. Our manufacturing processes emphasize energy efficiency and we are committed to further reducing our carbon footprint by optimizing our supply chain and logistics. We’ve also transitioned to biodegradable and recyclable packaging, ensuring our practices align with the growing demand for eco-conscious choices among our consumers. Our approach not only supports environmental conservation but also strengthens our brand’s resonance with fashion-forward, sustainability-minded customers.

    What are some of the current trends you see shaping the future of the travel gear and lifestyle accessories industry?

    Several trends are driving the future of the travel gear and lifestyle accessories industry. To start, the shift towards integrating fashion into luggage and accessories is gaining momentum, with companies like Brand Concepts leading the way in transforming traditional travel gear into style statements. This trend is evident as more people move away from conventional black and grey bags, opting instead for vibrant colors and unique designs that enhance their airport look. There is a growing emphasis on sustainability and ethical production, as consumers seek brands that reflect their values. Additionally, the adoption of smart technology in travel gear, such as GPS tracking and smart locks, enhances functionality and security. The industry is witnessing a rise in versatile, multi-functional products designed to meet the demands of today’s dynamic, on-the-go lifestyles. Lastly, the digital-first approach is reshaping consumer interactions, with e-commerce and social commerce becoming crucial channels for product discovery and purchase.

    What are your top priorities for Bagline over the next five years?

    Over the next five years, our top priorities for BAGLINE include adding more international brands to diversify our portfolio and expanding our reach through exclusive brand outlets (EBOs) and dedicated Bagline stores. We’re focused on increasing market share while building strong brand loyalty, which we aim to boost through an enhanced loyalty program that encourages repeat purchases. Innovation in our product line, particularly with a focus on sustainable and eco-conscious products, is crucial to our strategy. Additionally, we are committed to digital transformation at every touch point, both in B2C and B2B channels, to create a seamless and modern customer. 

  • CHUK launches new Compostable Tableware products for QSRs and caterers

    CHUK launches new Compostable Tableware products for QSRs and caterers

    Mumbai: CHUK, the flagship brand of Pakka, has unveiled new products in its 100 per cent compostable tableware collection, intending to reduce the use of single-use plastic and work towards its vision to contribute towards a cleaner planet. The latest products include a beverage cup, 4-inch dona, and  3cp snack tray, all made from bagasse, the agri-residue of sugarcane.

    CHUK’s innovative and eco-friendly products have been designed to meet the sustainability needs of the food service industry. The bagasse beverage cup, a first of its kind, offers a sturdy, heat-resistant, and compostable solution for hot and cold drinks, ideal for cafes and restaurants. The 4-inch dona, perfect for caterers and event planners, provides a compact, durable alternative to single-use plastics for serving appetizers and desserts at large gatherings. The 3cp Snack Tray, with its versatile compartments, caters to food truck vendors and casual dining setups at festivals and outdoor events.

    These innovative products are designed to benefit a wide range of businesses, from QSRs to catering services and established food chains. They offer sustainable alternatives that meet the growing demand for environmentally responsible food packaging solutions.

    Compostables Division business head Satish Chamyvelumani said, “The newly launched compostable tableware is a result of our continuous research, trials, and customer feedback. CHUK stands at the forefront of sustainable and innovative packaging solutions, and the new offerings are yet another step towards transforming the food service industry by offering high-quality, compostable alternatives to single-use plastics. We look forward to helping brands as well as individuals from the food industry to contribute towards cleaner earth and transform the way people consume food.”

    In 2023, CHUK launched compostable delivery containers that have already gained popularity among leading brands such as Haldiram’s, Bikanervala, Chaipoint and Taco Bell. Additionally, speciality food services like Shri Mata Vaishnodevi Shrine Board, Ram Mandir Trust, FabCafe, Salad Point, Greenit, and Basil Box have adopted CHUK’s delivery containers.

    Over the years, the company has earned prestigious design awards, including the Red Dot Award from Germany, the Good Design Award from Japan, the India Design Award, and the NCII Award. These achievements are a testament to CHUK’s dedication to providing ergonomic and aesthetically pleasing designs for food service and delivery.

  • Kochi’s Onam spirit is celebrated by BAJAJ’s 1000-watt mixer grinder impact hoardings

    Kochi’s Onam spirit is celebrated by BAJAJ’s 1000-watt mixer grinder impact hoardings

    Mumbai: This Onam, BAJAJ has introduced its latest range of durable and powerful 1000-watt mixer grinders designed especially for South Indian kitchens. To celebrate this launch, BAJAJ has rolled out a series of impact hoardings at key locations in the vibrant city of Kochi.

    Our hoarding highlights the Bajaj Mixer Grinder as essential to the endless preparations of Onam Sadya, showing raw, tough-to-grind ingredients going in and perfectly prepared Sadya dishes emerging. The headline #BuiltForNirththaatheCelebrations reflects Bajaj’s commitment to supporting life’s enduring moments, ensuring that the joy of Onam remains vibrant and alive, and embodying the spirit of Nirththaathe (endlessness). To know more about their latest range of durable mixer grinders, head to the brand store on Amazon.

    This is a significant step for BAJAJ, demonstrating their dedication to the South Indian market. The brand has unveiled a hoarding in the prominent Kaloor Stadium location in Kochi. The striking visuals on the hoardings highlight the grinder’s strength and ability to handle the toughest ingredients needed for Onam Sadhya preparations. The creative imagery shows raw ingredients, crucial for the traditional feast, being seamlessly transformed into perfectly blended Sadhya dishes.

    Commenting on the initiative, Devika Sachdev, head of advertising and brand management, said, “This campaign reflects our commitment to providing products that truly meet the needs of our diverse customers. By showcasing our latest innovation, we’re not only enhancing the festive spirit but also reinforcing our presence in the South Indian market. BAJAJ is here to make everyday cooking and special occasions alike easier and more enjoyable.”

    The Bajaj Ninja Series features DuraCut Blades with a lifetime warranty, ensuring precision and durability. Key models include the Powergrind 1000W, Quartz Max 750W, and Elegance Max 500W Mixer Grinders. The Bajaj Military Series, known for its Military Grade Jars and DuraCut Blades, offers robust strength in models such as the GlamMax 1000W, Evoque 1000W, and Glamore 1000W Mixer Grinders. The Bajaj Armor Series is equipped with the MetaGrip Metal Coupler, alongside Military Grade Jars and DuraCut Blades, featured in the Quadra and QuadraMax Mixer Grinders. Each series boasts a fresh design language and is available in premium, vibrant colours that enhance any kitchen décor. Together, these mixers combine industry-first durability features with stylish aesthetics to meet diverse cooking needs.

  • SBI Life Insurance & Mirchi return with Spell Bee edition 14

    SBI Life Insurance & Mirchi return with Spell Bee edition 14

    Mumbai: SBI Life Insurance in collaboration with Mirchi, launched the 14 edition of the SBI Life Spell Bee 2024— ‘Bee Spellbound.’ The competition returns with a broader vision, empowering India’s young spellers to become future leaders by celebrating learning, creativity, and progress.

    The 14th edition spans across 30 cities and over 500 schools, engaging more than three lakh students. The top 50 students will qualify for the national finale, with the ultimate champion earning the prestigious title of ‘Spellmaster of India 2024.’ The winner will receive a prize of Rs one lakh and a trip to Disneyland, Hong Kong.

    The theme ‘Bee Spellbound!’ reflects the competition’s mission to nurture leadership alongside spelling excellence. SBI Life aims to equip students with the tools of empowerment, encouraging them to excel academically and in life. The competition highlights that words are not just letters but vehicles of confidence and progress.

    SBI Life Insurance’s chief of brand, corporate communications and csr,  Ravindra Sharma emphasised, “At SBI Life, we are always striving to create opportunities that enable individuals to unlock their true potential. Collaborating with Spell Bee has allowed us to extend this vision to young minds nationwide. Last year’s overwhelming success reaffirmed our belief in the transformative power of this platform. Through our continued association with Spell Masters of India, we are helping shape not just excellent spellers but future leaders who are empowered to make a meaningful impact in society.”

    He added, “Each participant in this competition embarks on a journey that not only sharpens their intellectual abilities but instils a deeper understanding of values like courage, integrity, and innovation. Through this platform, we are discovering India’s best spellers and shaping future leaders who will embody the core values that go beyond spellings: Transparency, Courage, Humility, Integrity, Innovation, and Sustainability. These are formative values in every student’s life which help them develop their personalities while respecting those of their peers.”

    Mirchi, EVP & national director – IPs,  Pooja Gulati commented, “Engaging with schools through meaningful and wholesome edutainment-based properties has been a top priority for Mirchi. Spell Bee is our flagship property that we are proud to have scaled over the past 13 seasons. This year we look forward to bringing so much more value driven experience to students, parents and teachers across India. This year the property will showcase a new level of spellers who will leave audiences spellbound. In addition, we will also focus on creating engaging content across mediums to make spelling fun and interesting for everyone thereby growing the community. Season 14 will be the most stellar season of the property so far involving more than 500 schools across India.”

    The Spell Bee competition represents SBI Life’s dedication to fostering intellectual growth and leadership skills in India’s youth. This initiative serves as a celebration of words, ideas, and progress, while reflecting SBI Life’s commitment to nurturing dreams and aspirations—one word at a time.

  • Versuni India launches dual-basket Air Fryer 3000 series with Varun Sharma

    Versuni India launches dual-basket Air Fryer 3000 series with Varun Sharma

    Mumbai: Versuni India has launched its latest kitchen innovation, the Dual-Basket Air Fryer 3000 Series in collaboration with actor and comedian Varun Sharma. The partnership aims to make cooking more accessible and enjoyable, showcasing the air fryer’s versatility and ease of use through a playful and relatable video featuring Varun Sharma.

    In the video, Varun brings his signature humour and energy, sharing how the Dual-Basket Air Fryer has made cooking simpler for him. Known for his witty charm, Varun recounts his journey from rarely stepping into the kitchen to now enjoying the convenience and fun of preparing meals with the air fryer. As a self-proclaimed kitchen novice, Varun humorously shows how the air fryer’s dual-basket feature allows him to cook multiple dishes at once, making even the busiest schedules manageable.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Varun Sharma (@fukravarun)

    Commenting on the collaboration, Versuni India Home Solutions Ltd’s chief marketing officer, Pooja Baid said, “We are thrilled to partner with Varun Sharma for a fun and versatile product like our Dual-Basket Air Fryer. His relatable charm and humour perfectly capture the essence of our brand, showcasing the ease and versatility this product brings to the kitchen. At Versuni India, we aim to simplify everyday cooking, and Varun’s authentic approach makes it clear that even the busiest individual and least experienced cooks can create effortless, healthy meals that taste just like mom’s homemade food. We’re confident this video will inspire more people to enjoy the convenience and joy of cooking with our latest innovation—and we’re sure consumers will love it as much as we enjoyed making it.”

    In the video, Varun highlights the air fryer’s dual-basket design, which allows users to cook different meals or larger portions simultaneously. He demonstrates how the synchronised cooking feature ensures that dishes with varying cook times finish together, saving both time and effort. With 8 preset settings and Philips’ RapidAir Plus Technology, the air fryer guarantees perfectly cooked meals, making the kitchen a place of fun and convenience.

    Philips first introduced air fryers to India in 2010, consistently leading with innovative cooking solutions. The Dual-Basket Air Fryer 3000 Series continues this tradition, offering a 9-litre capacity across two asymmetrical baskets, making it ideal for family meals. Its features include the TIME function, eight preset modes for popular dishes, and connectivity to the HomeID app for quick recipes, making it an ultimate tool for healthy, convenient cooking.

  • Royal Enfield Art of Motorcycling returns with Season 4

    Royal Enfield Art of Motorcycling returns with Season 4

    Mumbai: Building on the success of its last three seasons, Royal Enfield’s #ArtofMotorcycling is back with Season 4. Designed to give artists, designers, and creative enthusiasts a platform to showcase their passion and celebrate the motorcycling way of life, this year’s #ArtofMotorcycling is expanding its reach globally, spreading the spark of creativity through Thailand, Indonesia, Australia, New Zealand, South Korea, Japan, Malaysia, Brazil, Argentina, Colombia and Mexico.

    Dubbed the ‘Y3K edition’, season 4 is themed around the year 3000 A.D., and reimagines the relationship between mankind, technology and the unyielding pursuit of freedom on two wheels. Artists are encouraged to envision a world where motorcycling transcends the ride, exploring new galactic landscapes, uncharted terrains and unheard adventures.

    A big part of the #ArtofMotorcycling proposition is to create an inclusive space for artists across levels of expertise, to share their ideas with the community and showcase their work to celebrated creative minds.  Adding to the exciting developments under the Season 4 banner, participants can now create and submit designs under four categories: Gen AI, Digital Art, Handcrafted, and Comic Art-a special category that celebrates the dynamic intersection of art and motorcycling through illustrative and sequential storytelling.

    This year, entries will be reviewed by a league of global judges, alongside dedicated regional juries that will bring their varied expertise to the table. Featuring some of the most incredible creative minds, the global panel includes Aaquib Wani, an experiential designer known for his immersive approach to design. Some of his most notable collaborations include Lollapalooza, India Cricket team, Spotify Rap91 and JSW Olympics ‘24; Debjyoti Saha, a celebrated animation filmmaker and visual storyteller, founder of Goppo Animation: Haruka Satonaka, a Japanese Manga artist and Varun Gupta, a popular artist and filmmaker whose storytelling merges the worlds of Gen AI and visual artistry. With representation from across the eleven regions, notable names on the regional panels include; Mao Gronewold, an art and creative director from Mexico and Takrit Krutphum, a well-known artist from Thailand.

    All artworks on the country and regional level will be evaluated by social polls, giving the global creative community a voice in the decision-making process. The top eight designs (across regions) will receive an all-expenses-paid trip to Royal Enfield’s annual community event, Motoverse, where their artworks will be displayed on exclusive #ArtofMotorcycling apparel. Winners will also have the opportunity to be featured on The Royal Enfield – Ride Pure Podcast, giving them a forum to share their stories and passions with the world. In addition to this, one winner from the Comic Art category will receive the opportunity to work with Royal Enfield on special projects.

    Interested candidates can head over to the #ArtOfMotorcyling section on Royal Enfield’s website post 6:00 p.m. today to register in their preferred category and download the design toolkit. They can then create their unique design and share it on Instagram, tagging @royalenfield using the hashtags #ArtOfMotorcycling  #ArtOfMotorcyclingY3K. The last date to participate is October 20, and the winners will be announced between November 1 and November 10.

    Along with newer categories and exciting rewards, season 4 will also feature virtual masterclasses with leading design colleges and graffiti activations. Royal Enfield will also be collaborating with creative homegrown powerhouses Daily Objects– a lifestyle brand for well-designed everyday essentials–and FARAK–a premium streetwear brand that is redefining Indian artisanal luxury–to create #ArtOfMotorcycling-inspired limited edition collections. 

  • Maruti Suzuki ARENA Devils Circuit returns with A 10 city rollout

    Maruti Suzuki ARENA Devils Circuit returns with A 10 city rollout

    Mumbai: The 12th Season of India’s biggest Obstacle race – The Maruti Suzuki ARENA Devils Circuit – is announced with a pan India rollout across 10 cities, with Ahmedabad and Indore added to the lineup. Since its inception almost a decade ago, The Maruti Suzuki ARENA Devils Circuit Races have attracted athletes and thrill-seekers alike. Proclaimed to be the Toughest Race in Asia, the winners of the Maruti Suzuki ARENA Devils Circuit competitive category have been army personnel, fitness trainers, and professionals with an affinity to personal fitness.

    The current season, just launched, aims to attract 60,000+ devilslayers to the course where they will be met with a 5 km long course peppered with 15 military style obstacles.

    Known for offering the biggest prize in amateur sports, the competitive category of participation sees enthusiasts run across every city of the season to try and get a podium finish which gives them points. The male and female athlete at the end of the season wins themselves a brand new Maruti Suzuki Swift Car. The competition every year has been fierce and the participants who emerge victorious showcase the best athletic prowess seen in any amateur competition.

    Speaking at the launch of the season, Adnan Adeeb, Founder of the property, said: “I am very emotional as we launch the 12th Season, and I wish to dedicate this season of the Devils Circuit races to the never die spirit of this amazing growing tribe of Devilslayers who are all now determined than ever before to raise the bar of their personal fitness goals and compete to win because to them and us, life is no longer a spectator sport.”

    In the last 10+ years, it has been an absolute privilege to have hosted participants from over 800 cities, and 30 countries. And now as we look ahead, I am grateful and feel truly blessed to have received the support from partners, participants and the incredible tribe of devilslayers. My biggest thanks to Maruti Suzuki for their continued belief in Devils Circuit, together we will make this property soar to higher skies,” he added.

    Commenting on this occasion, Maruti Suzuki India Ltd senior executive officer Partho Banerjee said, “Our association with the Devils Circuit has been a long standing one. As it continues to strengthen, we enter this year’s 12th season of Devils Circuit with renewed zeal and gusto, showcasing the Epic New Swift. We hope to satiate the thrill seekers, rightly called the ‘Devilslayers’, yet again with their enormous appetite for adventure. The Maruti Suzuki Swift, with its agility and performance, embodies the contestants’ tenacity and high energy to overcome challenging obstacles. We believe that this collaboration underscores our shared value of striving for excellence.”

    Apart from Maruti Suzuki India Ltd, Red Bull, Bisleri, Page Industries (Jockey), Adani Realty, Raheja Developers, & Omaxe are brands that have come on board to collaborate with the property.
     

  • TAM AdEx: Service sector drives 31 per cent of radio ad volumes in Jan-Jun’24

    TAM AdEx: Service sector drives 31 per cent of radio ad volumes in Jan-Jun’24

    Mumbai: TAM AdEx India has released its half-yearly report on radio advertising for Jan-Jun’24, which showed a three per cent rise in ad volumes compared to the same period in 2023.

    The services sector remained the top contributor with thirty-one per cent of total ad volumes. The auto sector climbed to second place with ten per cent, followed by banking/finance/investment at eight per cent. Together, the top three sectors accounted for nearly fifty per cent of the total ad volumes. The top ten sectors remained consistent from 2023, with minor rank shifts.

    In the top ten categories, ‘properties/real estates’ and ‘hospital/clinics’ retained first and second positions, contributing sixteen per cent and seven per cent of ad volumes, respectively. ‘Cars’ moved up to third position, recording a fifty-seven per cent growth in ad volumes. ‘Retail outlets-jewellers’ grew by twenty-nine per cent, while ‘multiple courses’ and ‘schools’ entered the top ten categories.

    LIC of India held the top spot among advertisers, followed by Maruti Suzuki India. The top ten advertisers accounted for twelve per cent of the ad volumes, with LIC Housing Finance being the leading brand, followed by Alishan and LIC Jeevan Utsav. Notably, three brands in the top ten were from the banking/finance/investment sector, and two were from the auto sector.

    Gujarat led the states with a twenty per cent share, followed closely by Maharashtra at nineteen per cent. Among cities, Jaipur topped the list, contributing nine per cent of ad volumes, with Nagpur and New Delhi following.

    Evening time (5 pm to 9:59 pm) was the most preferred time band for advertising, contributing thirty-eight per cent of ad volumes, followed by the morning and afternoon slots. Ads of twenty to forty seconds in duration were the most popular, contributing sixty-seven per cent of total ad volumes. Shorter ads (under twenty seconds) saw an increase in share compared to the previous year.

  • JK Super Cement appoints Jasprit Bumrah as brand ambassador

    JK Super Cement appoints Jasprit Bumrah as brand ambassador

    Mumbai: The partnership coincides with the recent unveiling of JK Super Cement’s revamped brand identity, highlighted through an engaging video that introduced the new logo and modernised packaging. This evolution reflects the company’s commitment to staying in step with its customers’ aspirations while maintaining its core values of quality, innovation, and excellence.

    JK Cement AVP & head of branding Love Raghav shared his thoughts on the partnership, stating, “We are delighted to welcome Jasprit Bumrah as our brand ambassador. His qualities of discipline, consistency, and unparalleled strength mirror the values we uphold at JK Super Cement. This collaboration truly exemplifies our brand ethos and our dedication to delivering excellence.”

    He further elaborated on the brand’s transformation, “Over the past ten months, we’ve embarked on a comprehensive journey to reinvent JK Super Cement, with rigorous analysis, creativity, and strategic execution shaping our new brand identity, which aligns with our vision for the future.”

    Commenting on the rationale behind the brand refresh, JK Cement’s business head Anuj Khandelwal explained, “As customer expectations evolve, so must we. Our new identity symbolizes our commitment to delivering innovative, top-quality solutions that align with the industry’s ever-changing needs. By collaborating with Jasprit Bumrah, a rising icon, we are reinforcing this very philosophy.”

    Echoing this sentiment, JK Cement group president of sales & marketing Pushp Raj Singh noted, “Reflecting on the brand’s transformation, it was noted that while the previous identity had its strengths, the commonality of similar colours within the cement industry highlighted the need for a fresh approach. The new design not only distinguishes JK Super Cement visually but also more accurately conveys the brand’s core essence and values.”

    Jasprit Bumrah represented by RISE Worldwide, shared his excitement about joining the JK Cement family, stating, “I am thrilled to join the JK Cement family. With 50 years of building strength and resilience, the brand represents the same qualities that are important to me in my cricketing journey. Together, we aim to inspire people to build stronger, better futures.”

    This collaboration with Jasprit Bumrah not only enhances the brand’s credibility but also serves as a testament to JK Cement’s unwavering commitment to innovation and excellence. As a leading force in the building materials sector, the company is dedicated to offering cutting-edge solutions that meet the evolving needs of customers while contributing to a sustainable future. With this partnership, JK Super Cement is poised to continue its journey toward industry leadership, cementing its status as a trusted name in construction and infrastructure.

  • The challenges and opportunities of modern logo redesigns

    The challenges and opportunities of modern logo redesigns

    In today’s fast-paced digital landscape, rebranding is a powerful tool for companies looking to stay relevant and attract new audiences. A key element of rebranding is logo redesign, which offers both challenges and opportunities. As a business, navigating this process successfully can rejuvenate your brand image, foster customer loyalty, and drive growth. Multiple variables play a big role in adding to the Brand Image from the color, typography and design elements.

    The challenge of maintaining brand recognition

    One of the biggest challenges in logo redesign is balancing innovation with tradition. Changing your logo too drastically can alienate long-time customers, while making too few updates might render your brand obsolete. The key is evolution rather than revolution – retaining recognizable elements while modernizing your design. A great example of rebranding gone wrong is Tropicana’s 2009 re-branding & packaging change, their new innovative design even though backed with research, pulled down Brand recall and affinity from its customers and drove sales down, as many loyal customers had a strong affinity to the original messaging and packaging design.

    Another example of a successful rebranding activity was when Pez updated its logo in 2024, the design team wisely chose not to overhaul the iconic visual entirely. Instead, they made subtle adjustments—enhancing the font’s weight and spacing—while preserving the playful character of the brand. This approach allowed Pez to refresh its look while maintaining the nostalgia associated with its product.

    The opportunity to reinvent your brand

    A logo redesign presents an opportunity to signal change and growth to both existing and potential customers. By revamping your logo, you can shed outdated perceptions and align your brand with contemporary trends and values including the need for aesthetics. It is estimated that 78 per cent of consumers perceive logos as having artistic qualities, therefore emphasizing the need to create something artistic which will help reinvent a brand and relaunch it to potential customers.

    Consider Ocean Spray’s 2024 redesign, which involved a deep exploration of the brand’s history. The new logo, featuring a bold blue color and simplified design, not only updated the brand’s aesthetic but also communicated a renewed sense of purpose. The refresh helped Ocean Spray reconnect with its roots while signaling its commitment to staying relevant in a crowded market.

    Simplicity and versatility in design

    A logo with intricate details may look great on a large screen or print material but may become unrecognizable when shrunk to fit a mobile app icon or social media profile picture. Minimalist designs, on the other hand, avoid this pitfall by stripping down elements to their core, making the logo more adaptable and easily recognizable.

    For example, brands like Apple and Nike have adopted minimalist logos that convey a strong visual identity while being versatile enough to work across different mediums. Apple’s logo is a simple silhouette of an apple with a bite taken out, and Nike’s iconic swoosh is a minimal yet powerful representation of the brand. These logos can be displayed on anything from product packaging to digital ads without losing their impact.

    Some studies have shown that colour increases brand recognition by upto 80 per cent and that is why Google’s minimalist redesign is a textbook example of this trend. In 2015, the tech giant moved from a serif font to a sans-serif one, simplifying the design while maintaining its vibrant color scheme. The new logo was more adaptable across digital platforms, which was crucial for a company so deeply embedded in the digital world. This kind of simplicity is not just aesthetically pleasing—it’s functional.

    The importance of research and strategy

    Before diving into a logo redesign, thorough research and strategy are essential. This includes understanding your target audience, analyzing competitors, and staying current with design trends. Strategic planning ensures that your new logo resonates with your audience while standing out in the marketplace.

    For instance, Bumble’s 2024 rebranding was driven by strategic insights into the dating app market. With competition heating up, Bumble refined its logo to reflect a more mature and elegant identity. This change wasn’t just about aesthetics; it was about positioning the brand for future growth in a shifting landscape.

    No matter how much thought goes into a redesign, it’s critical to test the new logo with your target audience before finalising it. Gathering feedback allows you to refine your design and avoid potential pitfalls that could damage your brand’s perception.

    How logos are building brands and loyal customers

    Rebranding through logo redesign is a delicate balancing act, requiring you to maintain brand recognition while also embracing change. When executed thoughtfully, a redesign can breathe new life into your brand, helping you connect with both loyal customers and new audiences. However, this process requires strategic planning, simplicity in design, and continuous feedback to succeed in today’s digital age.

    In the end, the most successful logo redesigns aren’t just about aesthetics—they’re about aligning your visual identity with your brand’s evolving story. Whether you’re a global giant like Google or an iconic candy brand like Pez, the principles of effective rebranding remain the same: keep your core intact while embracing the future.

    The article has been authored by Bubble Network founder and CEO Sahaan Suman K.