Tag: rebrand

PayU India to rebrand products; spend $10 million in ad campaign

MUMBAI: In order to establish its products PayU Enterprise and PayUmoney as clear independent businesses, PayU India has rebranded its two entities.

In addition to the rebranding exercise, the company will also be spending a sum of $10 million for a big branding campaign over the next few weeks.

As per the recent rebranding initiative, PayU Enterprise will be called PayUbiz with a blue colour logo, while the logo of PayUmoney switches colours from blue to green. The revamped name and logo of the company showcases a fresh look and gives it a solid identity distinguishable from its counterparts.

PayU Enterprise now PayUbiz is a payment gateway solution provider used by more than 70 of the top 100 e-commerce companies including Snapdeal, Jabong, Bookmyshow, Ola, Cleartrip, Redbus, GoIbibo, Zomato etc.

On the other hand, PayUmoney, a consumer business of PayU India, which has a wallet solution for consumers and payment acceptance solution for SMB businesses, has now changed into a green colour logo.

PayUmoney has two propositions: It is a wallet solution for customers and is accepted at over 65,000 merchants including the likes of Bookmyshow, Jabong, Goibibo, Dominos etc and; it is a free and unique online payments solution for anyone who wants to collect payments in India; be it individuals, brick and mortar start-ups, freelancers, schools, hotels, utility companies, residential societies, telcos, insurance companies, traders, retailers etc.

PayU India co-founder and CEO Nitin Gupta said, “There were couple of reasons behind this rebranding. PayUmoney as a consumer brand needed a fresher, contemporary logo which was distinct from other payment marks in the industry. And therefore we went with the green colour, which represents safety, trust. It means “go” and is the default colour of money. On the other hand, our enterprise business is a different and stand-alone business. We don’t want users and merchants to mix it with our consumer brand. We wanted it to have its own unique identity while leveraging the master brand PayU. Therefore, we chose the word PayUbiz or PayU for businesses which has a distinct blue colour logo. For PayUbiz, one of its customers is PayUmoney.”

“Besides the rebranding exercise we’re gearing up for a big branding campaign and plan to spend $10 million in the next few weeks. The objective of this massive campaign is to drive brand awareness about PayUmoney and educate the consumers about its key benefits,” he added.

May 5, 2015
Turner rebrands Boomerang globally

MUMBAI: Turner Broadcasting has declared that its second leading kids brand, Boomerang, will be re-launched worldwide. The channel will be repositioned as an all-animation and youth-centric network with a list of all-time, modern cartoons suitable for family co-viewing. The official rollout began in Latin America on 29 September 2014 and it will be launched in Australia on 3 November 2014. As for Southeast Asia, the US and EMEA, the launch will take place in early 2015.

The announcement was mutually made today by Turner Broadcasting System International president Gerhard Zeiler and Cartoon Network, Adult Swim and Boomerang (US) president and GM Christina Miller.

In association to the above, Zeiler commented, “The re-launch of Boomerang as a second flagship channel is a testament to its global appeal.”

“We are extremely proud to see this channel move into its next incarnation – with a look and feel that conveys its quality and contemporary position. This represents a further step in our strategy to build on the success of our international kids network”, he added.

Boomerang’s on-air schedule in Australia will boast of timeless favourites such as Tom and Jerry, Looney Tunes and Scooby-Doo. The channel will also showcase a line up of newly-acquired modern series’ including Mr Bean. It will also feature vast resources of the world’s largest animation library consisting of Warner Bros, Hanna-Barbera, Cartoon Network and MGM Studios television and theatrical shorts, series and specials.

“Boomerang has always been a timeless favourite with multi-generational appeal,” said Miller.

She added, “We see this as a unique opportunity to not only redefine the family co-viewing experience, but to grow and leverage our overall global kids’ portfolio and position it across all platforms in conjunction with Cartoon Network.”

Adding a brand new on-air feel, Boomerang, for the very first time, will offer exclusive original content across its 13 international feeds.

Beyond its on-air presence, Boomerang will be supported with refreshed digital and mobile platforms, including a newly refaced website that features exclusive activities, free games and content to provide a full immersion experience for all visitors.

October 14, 2014
Zee 24 Taas repositions itself as youth centric

MUMBAI: It is not just politicians who are looking to grab the attention of India’s large young population. News channels too are reorienting their programming to enhance receptivity among the younger lot.

A few months ago, Zee Media Corporation’s (ZMCL) national Hindi news channel Zee News introduced its campaign ‘Ab Khabar Aapke Rangon Mein’ targeting the Gen Y of the country. Now, it’s the turn of Zee Media’s Marathi news channel Zee 24 Taas.

Starting today, the channel is on air with a complete makeover to its look, feel and positioning as well. With an improved tagline ‘Raha ek paul pudhe’ (stay one step ahead), Zee 24 Taas is repositioning itself to suit an audience of 15 to 45 years as compared to its earlier target group of 25 to 45 years.

Nearly half of India’s population is in the age group of 15 to 45 years. ZMCL CEO Alok Agrawal says, “With the advent of digitations, researches have shown that viewers are setting up new priorities; therefore it has become imperative to refurbish the brand. Backed by Zee Media Corporation Limited’s core philosophy to innovate in order to stay ahead, the new look of Zee 24 Taas is a step in the right direction. We are confident that the new identity will be applauded by the viewer which is rich in content and vibrant in look.”

“The positioning is ‘action oriented’ because that is what the youth is interested in today. Rather than focusing on long news and discussions, we are keeping it short with more visuals. The youth wants to know how the news will benefit them in their lives,” says Zee 24 Taas business head Bhushan Khot.

Over the weekend, a series of programs under the tagline will be introduced to help youngsters know about how to move up in life. An election show began last week called Whats Up India to understand the younger generation’s perspective. Major colleges in Maharashtra are being visited for the show.

There is increased competition among news channels. News consumption in Maharashtra also happens in English and Hindi. “Today our competition is not just restricted to Marathi language (news channels) but the overall news genre. Our aim is to make the entire channel strong onscreen as well as digital and at the same time reflect the aspirations of the young Marathi audience,” says Khot.

Additionally, viewers can also catch Zee 24 Taas live on their mobile phones via Android, iOS and Blackberry apps through Ditto TV. Zee 24 Taas will later become a subscription services, after initial free preview for a month.

Zee 24 Taas has refurbished its studio and a stylist has been hired to give new looks to its anchors in addition to requisite training. The online and offline graphics have also been modified by an inhouse team. Zee 24 Taas editor-in-chief Uday Nirgudkar says, “We are re-launching the channel to fine tune our self to reflect on the changing needs of viewers. We have always been viewer focused & viewer centric hence our new offering will be more qualitative and focused.”

“We are trying to tell the audience that the language is Marathi but its look and feel is at par with any other channel,” adds Khot. The language the anchors use will also undergo a slight change with shorter sentences being the goal.

The marketing campaign to promote the new look will break across the state on 6 February, with print and outdoor and followed up on radio and TV next week.

Print ads will be visible in the newspapers DNA , Loksatta, Mumbai Times, Lokmat, Sakaal and others. On the digital front, banners and text ads will be seen on Google display network sites and Facebook.

The promotional jingle for TV and radio has been composed by noted Marathi singer and writer Saleel Kulkarni. The 20-day long campaign created by Draftfcb Ulka will see about 150 outdoor spots being adorned, with most of them being bus shelters, bus panels and hoardings in Mumbai, Pune and Nashik. The radio jingle will run across Radio City 91.1 FM, Radio Mirchi 98.3 FM, Red FM 93.5 and Big 92.7 FM.

Sources say the cost of the entire rebranding exercise would be approximately Rs 15 million with nearly 80 per cent of it being spent on marketing itself.

For the third quarter ended 31 December 2013, the channel had a viewership of 21.3 million (Source: TAM, CS 4+, All India, Q3 Average Monthly Reach).

February 4, 2014