MUMBAI: Eveready Industries, the household name in batteries and torches, has just sparked up the flashlight game. The company has rolled out India’s first hybrid torch, a slick, dual-powered device that runs on both a rechargeable battery and AA cells. Whether you’re stuck in a blackout or off-grid in the wild, Eveready’s new innovation ensures you’re never out of light.
The rugged-yet-lightweight hybrid torch packs a 1W super-bright front LED, a 1W side light, and a fast-charging USB Type-C port that juices it up in 2.5 hours. But the real kicker? When the juice runs dry, it seamlessly flips to battery-operated mode with 3 AA batteries. That’s right—this light won’t ghost you when you need it most.
Speaking on the launch, Eveready Industries India Ltd CEO Anirban Banerjee said, “Innovation is at the helm of all undertakings at Eveready. Over the years, this ideology has paved the way for us to consistently introduce unique and pioneering products that empower consumers. The latest offering from the house of Eveready reflects the brand’s legacy of innovation and trust, giving consumers uninterrupted lighting with modern convenience. Our Hybrid Torch, a new-age innovative solution, promises quality, convenience, and reliability to users while ensuring that they never run out of power. Going forward, Eveready will remain committed to delivering smarter, practical, and dependable solutions for consumers across Indian households.”
For a pop-culture punch, Eveready has teamed up with the upcoming supernatural thriller Nikita Roy, starring Sonakshi Sinha. The actress, who plays a woman grappling with literal and metaphorical darkness, features in the brand campaign to spotlight the torch’s 2-in-1 power feature. The torch, like Sonakshi’s character, is all about facing the dark head-on with resilience, and a good backup plan.
This marks Eveready’s second big flashlight drop in two years. Last year, the brand launched the Siren Torch, a rechargeable safety light with a 100-decibel alarm meant to protect women on the go. Both launches reinforce the company’s shift towards smart, design-forward, utility-first products.
“Our association with Sonakshi Sinha’s film Nikita Roy is more than just a product integration. It symbolizes resilience and the will to keep going, even in the darkest of times,” Banerjee added.
The hybrid torch is priced at Rs 399, comes in bold red and green, and is now available across major retail outlets and e-commerce platforms. Designed for travel, trekking, power cuts, or late-night fridge raids, this one’s got your back when the lights go out.
Mumbai – Eveready Industries India Ltd., a leading name in the Indian battery and flashlight market, marked the International Week of Deaf People through a first-of-a-kind initiative at the Ali Yavar Jung National Institute of Speech and Hearing Disabilities (Divyangjan) in Mumbai. This apex institute, operating under the Department of Empowerment of Persons with Disabilities, Ministry of Social Justice and Empowerment, Government of India, is dedicated to providing comprehensive services for individuals with speech and hearing impairments.
The event, titled “Surakshit Kanya: Sashakt Kanya”, aimed to raise awareness of the critical issues faced by deaf women and creating safety measures for deaf women. Eveready actively engaged with approximately 50 attendees, including deaf students, parents, teachers, and staff from over ten schools across the city, focusing on safety for deaf adults, particularly women aged 16 and above.
The session for deaf adults was coordinated by Dr. Gayatri Ahuja, Head of Department, Department of Education at AYJNISHD. With a key focus on women’s safety, the session included a demonstration of Eveready’s Siren Torch for personal safety. Additionally, Mr. Alok Kejriwal and Ms. Pooja Barot from India Signing Hands, were present to address the audience and share their experiences.
Eveready Industries India Ltd General Manager – Flashlights & NPDs Insiyah Chawala stated, “At Eveready, we believe in the power of innovation to make a positive impact on society. Our participation in the International Week of Deaf People reflects our commitment to societal inclusivity and safety for all. The Siren Torch is more than just a product; it’s a means of empowerment, allowing individuals to signal for help in distressing situations, regardless of their ability to vocalise.”
The session aligned with this year’s theme—”Sign Up for Sign Language Rights”—showcasing Eveready’s Siren Torch as a must have essential for individuals facing potentially hostile situations. The torch’s powerful 100 dBA alarm and flashing capabilities can help draw attention in emergencies. After the session, Eveready distributed Siren Torches to attendees as a thoughtful gesture to celebrate the event’s success and honour the attendees’ high spirits.
Ali Yavar Jung National Institute of Speech and Hearing Disabilities director Suman Kumar commented, “We are pleased to collaborate with Eveready on this important initiative. This session not only equips our students with valuable safety knowledge but also reinforces the message that everyone has the right to feel secure and empowered, regardless of their disability.”
Mumbai: Experience Commerce (EC), an integrated digital agency within the Cheil Network, has secured the annual digital and media mandate for EVEREADY Industries India Ltd, a pioneering name in portable energy and lighting solutions. The account, to be managed by EC’s Mumbai office, will encompass an extensive range of services, including social media management, online reputation management (ORM), SEO, website maintenance, and comprehensive media planning and buying for EVEREADY’s battery, flashlights, and lighting business units.
EVEREADY, with its rich heritage spanning over a century, stands as a beacon in the battery segment, commanding over 50 per cent of India’s market share. Prioritizing safety, EVEREADY recently launched a campaign titled “Awaaz Uthaney Ka Power” to promote its newly introduced flashlight featuring a high-decibel siren. The EVEREADY Siren Torch emits a loud 100dB safety alarm when the user pulls the attached keychain in a distressing situation. Renowned for past iconic campaigns like “Give Me Red” and “Khelenge Toh Seekhenge,” the brand has been an integral part of the Indian advertising landscape, resonating deeply with audiences across generations. Setting new benchmarks in innovation, EVEREADY has become an inseparable part of daily life for the masses. Experience Commerce aims to elevate EVEREADY’s digital presence, spotlighting its manufacturing excellence backed by globally benchmarked technology platforms. The partnership seeks to boost EVEREADY’s digital engagement and revenue through innovative strategies.
As the retainership agency, Experience Commerce aims to elevate EVEREADY’s digital presence by leveraging its expertise to enhance brand awareness and engagement. The agency plans to create interactive content tailored to EVEREADY’s target audience across various social media platforms, amplifying media outreach through both organic and paid campaigns. Additionally, EC will assume responsibility for managing EVEREADY’s website, ensuring regular updates, maintenance, and defect fixes, alongside hosting and domain management.
EVEREADY’s commitment to quality is evident through its adherence to globally benchmarked technology platforms and best-in-class operating standards. The brand’s expansive product portfolio, encompassing flashlights, consumer and professional lighting solutions, electrical accessories, and batteries, has solidified its position as a leader in the industry.
EVEREADY Industries India Ltd senior vice president & SBU head, battery & flashlight Anirban Banerjee said, “As a brand deeply rooted in innovation and consumer-centricity, EVEREADY continuously evolves to meet the changing needs of our audience. We recognise the pivotal role of digital in our growth journey and are delighted to join forces with Experience Commerce. Their passion and expertise align perfectly with our vision, and we look forward to achieving new milestones together.”
EC’s strategic approach centres on enhancing brand visibility and fostering engaging social interactions. By expanding EVEREADY’s digital footprint across platforms like Facebook, Instagram, YouTube, and LinkedIn, EC aims to connect effectively with the brand’s diverse audience. Utilizing cutting-edge tools and insights, Experience Commerce will craft tailored social media strategies and high-impact campaigns designed to resonate with EVEREADY’s audience base.
Experience Commerce vice president of business development Andrew D’mellow expressed enthusiasm about the collaboration, stating, “We are thrilled to embark on this journey of growth with our new partner EVEREADY. This partnership is a testament to our commitment to delivering integrated services and driving meaningful engagement for brands. With our expertise and EVEREADY’s forward-looking approach, we are poised to elevate EVEREADY’s digital presence to new heights.”
Experience Commerce, with over 17 years of industry experience, is a dynamic full-service digital agency dedicated to providing end-to-end strategic marketing solutions. By combining strategy, creativity, and technology expertise, EC strives to create immersive brand experiences that drive revenue and engage consumers.
Mumbai: Eveready Industries India Ltd (EIIL) along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, conceptualised by Ogilvy India, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.
For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.
According to the Georgetown Institute 2023 Women, Peace and Security Index, The sense of safety among women aged 15 years and above in India has seen a decline. In 2017, 65.5 per cent of Indian women reported feeling safe, but this figure dropped to 58 per cent in 2023. The index gauges the safety perception of women walking alone at night in the city or in the area where they live.
Indiantelevision.com caught up with Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee where he discussed the safety issue and also highlighted key elements on how the product shares the message and how it can create an impact and more…
Edited excerpts
On the inspiration behind Eveready Siren torch and its alignment with the brand’s overall product strategy
As a torch company, we recognise the importance and history of our product, especially in the context of a developing country like ours, where safety remains a significant concern, particularly for women on the go. Despite the advent of modern technologies like AI, the torch has long served as a fundamental tool for safety. To enhance the value of this trusted product, we aim to raise awareness about its role not only in providing light but also as a crucial emergency tool. Ideally, no one should face harm, but in the unfortunate event that they do, this torch can be indispensable. In emergencies, one in a hundred people can create sufficient light and sound to alert others and seek help. Its small and compact design ensures easy accessibility.
On Eveready Industries collaborating specifically with India Signing Hands for the #AwaazUthaneyKaPower campaign
Partnering with India Signing Hands for this cause is a perfect fit. For individuals without a voice, the ability to make themselves heard in dangerous situations is critical. Imagine being in danger and unable to shout for help. This small torch can amplify your voice with a simple pull, making it an essential tool for those who cannot speak. If they can use it effectively, so can anyone.
On the idea for this campaign and the outcome you hope to achieve from it
Our campaign aims to be realistic and impactful. While we produce many torches and don’t hold press conferences for each launch, this particular torch carries a purpose and message. Our advertisement features real individuals rather than actors, emphasizing the genuine experiences and needs that inspired this product.
On the Eveready Siren torch addressing accessibility issues, particularly for the deaf community
Upon collaboration, we gained access to their channel and are now reaching out to various organisations, including the Ministry of Social Welfare. We will pitch this torch as a simple yet effective device that produces noise when needed. Whether or not we receive external support, we are committed to doing everything we can to promote and distribute this product. As Mr. Alok mentioned, India has approximately 68 million individuals in the deaf and challenged category. Educating and making this population aware of and accessible to this torch is incredibly powerful.
Eveready’s plans for promoting the Eveready Siren torch and continuing to support accessibility initiatives
Innovation is our primary driver, especially in the categories of batteries and torches. While some innovations are large-scale, others are subtle yet significant. This torch represents a straightforward and practical idea tailored for the Indian audience, which spans beyond metropolitan cities like Mumbai to numerous towns and villages. Our future plans include expanding into other categories, particularly portable power devices, for which Eveready is already renowned. However, today’s focus is on showcasing how differentiation can make a significant impact.
Mumbai: Eveready Industries India Ltd (EIIL), India’s No.1 battery brand synonymous with power, performance, and reliability along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This innovative product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.
For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.
Speaking on the occasion, Bedi said, “A woman’s physical and inner feeling of safety empowers her; it is essential for her mental health. Sometimes an external tool is needed to feel safe in all circumstances—whether moving out at odd hours or travelling distances to fulfil their dreams. Eveready’s unique Siren Torch is a significant step in empowering women to feel safe with an assurance to go that extra mile without hesitation or apprehensions about safety.”
“I am proud to support the #AwaazUthaneyKaPower campaign and look forward to extending this partnership with my NGOs, Navjyoti India Foundation and India Vision Foundation, to further our shared goal of women’s empowerment and create a safer society for all,” she added.
Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee stated “Eveready is a tireless champion of infinite power. This spirit has inspired us to design Siren Torch – a transformative solution that goes beyond mere functionality, offering hope and empowerment for women across India. With women’s safety at its core, our commitment to excellence and innovation has led the creating of a game-changing device that empowers women to make noise even without a voice. It’s 100-decibel SOS alarms to prevent abuse and alert passersby. Affordable, compact and feature-rich, we believe this product will significantly impact women’s lives. From the often deserted farmlands of rural India at night to the solitary late nights of Urban India, Siren will empower women to unlock their power of self-defense, build confidence, and shape a safer future for themselves and their communities”.
“Giving voice to the voiceless is not an easy task. But when Sujoy and his team came up with the idea of using non-verbal actors for the campaign, the path ahead was simple enough. The involuntary silence of the actors on screen serves to drive home the impossibility of the situation that women face on a daily basis. Through their mute gestures, the characters in the films speak for women who suffer shame, indignity and crude violence without a word. Now everyone will get to make a noise, even if they don’t have a voice,” remarked Ogilvy India CCO Sukesh Nayak.
Mumbai: India’s premier battery and flashlight company, Eveready Industries India Ltd. in collaboration with Ogilvy, paid tribute to the Goddess of Light through an innovative and mesmerising light and sound display – a Maa Durga image made entirely of lights. Eveready’s Aalor Pujo, the innovative visual spectacle aimed to transcend traditional boundaries by transforming the Maa Durga Idol into a radiant work of art, paying homage to tradition while embracing the possibilities of modern lighting technology.
The spectacularly choreographed light and sound show was held at 95 Pally Entrance, Jodhpur Park, from 6 PM to 12 AM, between October 21st, Saptami and October 24th, Dashami, 2023. As the idol formed, visitors to the pandal could hear the sounds of the mesmerising dhaak, echoing chants of mantra, with the fog machine adding the feel of dhunuchi which added depths to the glow of Maa Durga, capturing the very essence of the Pujo. There were 6 shows every hour, with each show lasting 5 minutes.
Speaking on their unique approach to celebrating Durga Pujo this year, Eveready Industries India Ltd Sr. VP & SBU head (batteries & flashlights) Anirban Banerjee said, “The festival of Durga Pujo marks the triumph of Goddess Durga over Mahishasura. The victory of good over evil. It’s a time when good conquers evil, light fills our homes, and happiness abounds. With Eveready Flashlights Aalor Pujo, we aimed to create a mesmerizing visual spectacle that showcases the rich cultural heritage and vibrant energy of this festival through a grandiose display of light and sound, providing a unique and memorable experience for everyone who joins in the celebrations.”
”The eternal struggle between good and evil finds form in every myth around the world. In Bengal, it assumes the shape of Durga defeating the demon king of darkness. For five days, Bengal worships the goddess of radiance, whose light shines with the dazzle of autumnal glory. Our light idol is a celebration of the true essence of the goddess. It is an homage to the deity of light, powered by Eveready Flashlights – the champion of illumination.”, said Ogilvy CCO Sukesh Nayak.
#EvereadyAalorPujo used lights in a strategic way that when viewed from a particular angle, all one can see is the Goddess Maa Durga in all her true embodiment of majesty and elegance. Aalor Pujo mirrors the very sentiment of the goddess who was born out of divine radiance as Devi Shakti to bring the victory of light over darkness. With their illuminative approach, Eveready Flashlights showcased the cultural significance of the Durga Pujo festival, providing a platform for pandal hoppers to immerse themselves in the rich cultural heritage of Kolkata.
In this unique initiative, Eveready effortlessly merged tradition with technology. It is a beautiful coming together of reverence for tradition and responsibility for the future while highlighting the artistic capabilities of lighting in a captivating and innovative manner.
Mumbai: Eveready, a trusted name in the world of batteries has partnered with ZEE, India’s leading content company to promote its new range of batteries. As part of the brand collaboration, Eveready ULTIMA will feature prominently on ZEE’s popular and homegrown reality shows, including Sa Re Ga Ma Pa, Dance Bangla Dance, Dance Karnataka Dance and Telugu medium I school.. ZEE’s linear channels that are an integral part of the brand association are Zee TV, Zee Sarthak, Zee Tamil, Zee Marathi, Zee Bangla, Zee Kannada and Zee Telugu.
Eveready ULTIMA will be showcased in the reality shows, and the brand’s logo will be integrated into the shows’ set design, graphics, and on-screen promotions. The battery brand has also worked closely with ZEE to create custom content for the shows, such as sponsored segments and product challenges.
Commenting on this announcement, Eveready Industries India Ltd Sr VP and SBU head (batteries and flashlights) Anirban Banerjee, “We have recently unveiled our new and improved Ultima range of batteries supported by a 360 campaign ‘Khelenge Toh Sikhenge’. The campaign highlights that children in any family can learn valuable life lessons like caring, sharing, love and equality when playing in daily life with battery operated toys. Thus to keep the child’s play ongoing effortlessly, our new 400% longer lasting Ultima batteries are just perfect. Our collaboration with ZEE seamlessly aligns with the campaign’s objective and values, as majority of ZEE’s shows are packed with energy, fostering a blend of entertainment while actively nurturing the young talents. Eveready is committed towards its mission to empower the youth with the essential support they require for a brighter and more promising future, and our partnership with ZEE amplifies our ability to achieve this noble endeavour.”
Adding to this, Starcom India COO Niti Kumar said, “At Starcom, we believe that a successful product launch requires a powerful platform that maximises consumer engagement and brand visibility. Such a key communication pillar was vital to drive home Eveready’s new message. ZEE’s reality shows enjoy immense popularity among Indians, which makes it a strong channel for brand collaboration. Accordingly, we forged this first-of-its-kind strategic partnership, which not only introduces Eveready’s robust product offerings but also harnesses ZEE’s expansive reach across diverse regions, languages, and content formats.”
Eveready ULTIMA recently launched its campaign, ‘Kheloge Toh Bahut Kuch Seekhoge’, which highlights the exceptional longevity of Eveready ULTIMA batteries, perfectly suited to power the modern gadgets and appliances that have become an integral part of daily lives.
Mumbai: Eveready Industries India Ltd (EIIL), a Battery Brand with more than 50 per cent market share in the battery category, has introduced its new and improved range of Ultima Alkaline batteries. The brand has introduced its new range of Ultima batteries through a dynamic campaign ‘KhelengeTohSikhenge’. The campaign has been unveiled alongside a captivating TVC that showcases the Ultima and Ultima Pro range of premium alkaline batteries with increased power and longevity.
The new range comprises the AA/AAA Eveready Ultima batteries, which present an impressive 400 per cent longer-lasting claim, as well as the AA/AAA/D Eveready Ultima Pro, which boasts a remarkable 800 per cent longer-lasting claim and is the most POWERFUL battery with Alkaline Technology. These batteries aim at delivering a consistent performance across a spectrum of modern devices and high-drain applications which have become more common in recent years such as toys, video games, smart remotes, wireless keyboard/mouse setups, trimmers, and medical equipment.
Conceptualised by Ogilvy, the campaign shares a fresh perspective on play – highlighting its importance for children and moving the needle from play being just fun to learning through play with battery-powered toys. Thus, challenging society’s existing notion. The TVC campaign showcases a mother’s point of view as her young children play non-stop with battery-powered toys and engage in meaningful ways with those around them to learn important values and life lessons every single day – like friendship, sharing and compassion. The campaign also unveils the new and improved alkaline range of batteries – Ultima, with 400 per cent more power for longer-running toys and gadgets. With a transformation in both appearance and capability, this battery encapsulates Eveready’s commitment to innovation and power, setting new benchmarks for excellence in the industry.
Eveready Industries India Ltd Sr. vice president & SBU head (Batteries & Flashlights) Anirban Banerjee said, “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embody our commitment to solving emerging consumer needs and innovation. Demanding devices like battery-operated toys, smart remotes, wireless mice, BP machines etc. need more power. The new and improved Ultima batteries, push our boundaries, with 400 per cent and 800 per cent longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly and devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it’s a step towards shaping a better tomorrow.”
Ogilvy India CCO Sukesh Nayak said, “Khelenge Toh Sikhenge” is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt through continuous play. Eveready, India’s No. 1 battery with its new long-lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”
The Ultima Alkaline Battery range offers Ultima (MRP 22) – a pack of 10 batteries and Ultima Pro (MRP 45) – a pack of 6 batteries, with Anti-Leak Turbolock Technology, reinforcing leak protection and ensuring users’ devices remain secure and functional.
Recently, Eveready also unveiled its new logo that marks a strategic brand transformation, forging a future-ready, self-aware brand committed to innovation, vibrancy, modernity, trust and empathy. The new logo reflects inspiration from the infinity loop which transforms into a fluid shape symbolizing an endless source of power and energy. Eveready with its continued aspiration aims to steer high-growth businesses in India that are sustainable, scalable, and profitable, and deliver lasting value for all the stakeholders through excellence, and customer-centricity.
Note:
400 per cent longer lasting than IS 8144: 2018 R6P standard for motor/toy. Results may vary as per device or usage pattern
800 per cent longer lasting than IS 8144: 2018 R6P standard for pulse test. Results may vary as per device or usage pattern
Mumbai: Eveready Industries India Ltd (EIIL, a prominent player in batteries, flashlights, and emerging lighting solutions) unveils its new brand logo and tag line, connecting the new generation with its power of infinite possibilities in the future. For over 100 years, Eveready has been an inseparable part of the daily lives of millions of Indians. The iconic ‘Eveready’ logotype held within the Red Ellipse or a ‘disc power button’ brought together the typeface and the Cat-o-9 reflecting strong cues of energy and authority. The brand synonymous with ‘Give Me Red’ which started off describing a battery ended up defining a generation. The words that have built the history of India’s biggest battery brand transcended the boundaries of advertising and became a youth slogan in the 90’s: it was about an attitude, an endless craving for the power to express youthful energy. Marking an era of excellence and with new products coming in for new age consumers, the brand identity and tag line needed to be dynamic and relevant. Drawing from the brand’s inherent association of ‘power/energy’ a contemporary new identity has been created signaling infinite possibilities and transformation towards a future committed to innovation, vibrancy, modernity, trust and empathy.
While retaining the ‘Cat-O-9’ unit which has been a defining image of the brand, the revamped Eveready logo marks a strategic drive; it derives its inspiration from the loop of infinity. It becomes fluid, animated and dynamic, symbolizing endless source of power and energy. It is marked by intentional asymmetry; the left side is slightly smaller than the right. The design is denotative of progress – from uncertainty to empowerment. Positioned at the centre, the Eveready wordmark radiates vitality. This transformation bespeaks a future-ready, self-aware brand, one that embodies boldness and magnetism. The tagline ‘Give Me Power. Give Me Red.’ reinforces Eveready’s identity as an unwavering source of strength and resilience. With this bold new addition, the brand transcends the boundaries of illumination and becomes power incarnate. It becomes a synonym of empowerment and courage.
Speaking about the rebranding, Eveready Industries India Ltd. senior vice president & SBU head (batteries & flashlights) Anirban Banerjee said, “The iconic Eveready brand has enhanced its respect, reach and recall over time, matching its products and quality with the best in the world. With evolving consumer needs, the brand needed to transform and expand its portfolio, offering powerful, premium and innovative products. It was thus important for the brand to be seen as relevant and contemporary across age groups in the new world as it straddled the new portfolios.
What happens when you pass energy through the Eveready disc? It starts to move and gather momentum. As the pace of the spin increases, the moving shape assumes the form of an infinity symbol. The new logo in motion stands for the brand’s vision of limitless progress and infinite power,” added Banerjee.
“Eveready stands for limitless power and dynamic possibilities. It is ever evolving, constantly changing and forever transforming to keep India moving towards exponential progress. This zest for dynamism, infinite energy and endless possibilities finds form in the newly revamped Eveready logo. The new logo is a symbol of power without a pause. Revamped and animated, it evokes the idea of momentum, forever on the go. It forms the loop of infinity, to denote eternal drive, the spark of new beginnings. That’s why the latest rendition of the logo comes with an additional line: give me power. Eveready is the future of power. Infinity is the soul of new Eveready,” said Ogilvy India chief creative officer Sukesh Nayak.
