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Tag: rebranding

  • Tata Sky rebrands to Tata Play to reflect its expanded business interests

    Tata Sky rebrands to Tata Play to reflect its expanded business interests

    Mumbai: DTH and pay TV platform Tata Sky has announced a new name and identity – Tata Play as it expands its business interests beyond direct-to-home services.

    The company’s services include a 100 per cent fiber network that has been renamed to Tata Play Fiber. Its aggregator app Tata Play Binge offers content from 13 OTT platforms through various bundled offerings. The company announced that it has also onboarded Netflix as one of the OTT platforms on the Tata Play Binge service.

    To enhance its customer experience, Tata Play said it will now offer free service visits for customers and de-active DTH customers can continue to recharge and get restarted on the platform with no reconnection charges.

    The new identity has been created by venturethree, London and the campaign has been designed by Ogilvy India. According to the statement, the new brand identity will be promoted heavily across all touchpoints starting 26 January and through the coming months. Kareena Kapoor Khan and Saif Ali Khan have been engaged to promote Tata Play in national markets and R Madhavan and Priyamani will be the face of the campaign for the South markets. Both ‘Tata’ and ‘Tata Play’ are trademarks of Tata Sons.

    “Tata Sky leveraged its market leadership in its core business to create an ecosystem of content delivery by foraying into OTT and broadband. We believe it is time for a brand identity that resonates beyond our DTH business,” said Tata Play MD and CEO Harit Nagpal. “I firmly believe that it’s one thing to own content, quite another to make it accessible. Distribution is what makes content easily discoverable for the masses, consumed, and talked about. Our DTH business has a sizeable market share and we’ll continue our endeavour to expand the TV viewing universe. The name Tata Play thus signifies our expanded range of product and services. The new identity is an outcome of our desire to be future-ready while making tomorrow better than today for homes and families.”

    Tata Play chief communications officer Anurag Kumar said, the Tata Play brand mark and play mark takes inspiration from the ‘Tata’ mark – borrowing and reinforcing the trust, quality and recognition of India’s most valuable brand. “The word ‘Play’ adds youthfulness, ease and simplicity to an already trusted brand. The brand colours pink and purple along with dark blue and white are vibrant, youthful and add distinctiveness to the overall identity. With Tata Play, we promise you Fun, personalisation, flexibility, freedom, quality, innovation and connection. With Tata Play, you play better. And entertainment becomes aur bhi Jingalala,” he added.

  • Crypto exchange OKEx rebrands as OKX

    Crypto exchange OKEx rebrands as OKX

    Mumbai: Cryptocurrency exchange OKX  on Tuesday announced a company-wide rebrand that reflects the dynamism and accelerating adoption of cryptocurrency. This shift, as highlighted by the company’s name change from OKEx to OKX, reflects the platform’s growing number of wealth creation opportunities beyond the exchange, which investors use to trade hundreds of digital assets on spot, margin and derivatives markets.

    “OKX is moving beyond the standard centralized exchange model to give our customers an end-to-end cryptocurrency experience,” said OKX CEO Jay Hao. “Most importantly, we’re doing this while upholding the core principles of crypto — decentralization and autonomy. Our goal is to give customers the tools they need to easily and securely earn, transfer, and spend their wealth as they see fit, without intermediation from us. We’ve dropped the “E” from our name because we’re so much more than an exchange, just like crypto is so much more than a speculative asset.”

    Watch the rebranding AV here:

    As part of the move, OKX has declared its mission to be removing barriers to wealth creation by giving people everywhere access to decentralized assets and tools. This underscores the platform’s ongoing evolution towards decentralisation, which includes giving investors the option to self-custody their digital assets.

    Founded in 2017 as a cryptocurrency trading service, the crypto exchange claims to be the second-largest in the world by spot trading volume. OKX has since amassed over 20 million users and expanded its suite of digital asset investing products to include OKX Earn, a tool for earning passive crypto income; an NFT marketplace and decentralized application discovery hub; and most recently, MetaX, OKX’s new decentralized mode that features a cross-chain dashboard and self-custody Web 3.0 wallet for storing digital assets, including NFTs.

    In 2021, total trading volume on the platform, including spot and derivatives instruments, grew over 700 per cent, while the number of trades executed on the platform increased over 480 per cent, said the company.

  • EPIC’s new philosophy- ‘Soch Se Aage’- keep the creators going

    EPIC’s new philosophy- ‘Soch Se Aage’- keep the creators going

    Mumbai: IN10 Media Network’s infotainment channel EPIC started its journey in 2014 with content focusing on Indian history, folklore, and mythology. And since then the channel has continued to recognize the opportunity for differentiated content and experimented with it.

    Despite endless challenges due to the pandemic and subsequent lockdowns, EPIC unveiled its brand new look on 16 December. Along with a fresh look, feel and a new tagline- ‘Soch Se Aage’, the channel announced a fresh programming line-up with the aim to rebuild the Indian infotainment space. From ‘Lakshya 1971- a story of 1971 war’ to ‘Raja Rasoi Aur Anya Kahaniyaan’- a show about the history and flavors of regional Indian cuisine, the platform has brought a host of news shows for its audiences.

    In this exclusive interview with Indiantelevision.com, the two production houses, Rangrez/FOODlooking founder Ashraf Abbas and MASS Studios creative director Richa Pant shared the process of producing content for EPIC, and how they overcame the challenges posed by the pandemic during the period. EPIC AVP – content and strategy Nisha Thakkar also joined the chat to share how the new content resonates with ‘Soch Se Aage’ philosophy.

    On exploring new territories and producing infotainment content

    Talking about her experience, MASS Studios creative director Richa Pant said that the year was a bit rocky for her. While the Delta wave left a devastating impact on people’s lives, Pant said she found consolation in work.  “One of my highlights this year has been ‘Lakshya 1971: Vayu Sena Ke Veer Yoddha’.  A documentary that showcases the stories of Air Force heroes and the seminal work they did in the 1971 war, a war that changed the face of the subcontinent,” she said while talking about her journey with EPIC.

    After working with EPIC, she feels she has explored different territories as a professional with the variety of new content offered on the platform. “I have been making documentaries for the last decade and channels as well as audiences are constantly pushing you to innovate.  With ‘Lakshya 1971’ we have delved into military history and this is a first for me as a Creative Director,” she said.

    On new shows and integrating the philosophy of ‘Soch Se Aage’

    “To think of it, the legacy shows such as ‘Raja Rasoi Aur Anya Kahaniyaan’ and ‘Lost Recipes’ formats were themselves ‘Soch Se Aage’ when launched. ‘Raja Rasoi Aur Anya Kahaniyaan’ beautifully presents history & food together while ‘Lost Recipes’ is re-living the long-lost traditions and recipes which were once very popular,” explained Thakkar. “In the past, many documentaries & movies have been made on the 1971 War, but our show, ‘Lakshya 1971: Vayu Sena Ke Veer Yoddha’ is the first of its kind made from the perspective of IAF.”

    On The Challenges & Limitations of Production During Pandemic

    Shooting and producing new shows during the pandemic was challenging. While the whole entertainment industry bore the brunt, EPIC managed to present fresh content to its audience, but the production team did face various challenges and limitations while shooting. Abbas shared that the risk of getting a virus was high. “To ensure a smooth production, our idea was to identify and isolate the people who are at risk,” he said, “But it became difficult when the cast and crew got infected. But we had hired formal agencies to take regular temperature checks and comply with other safety measures. At the same time, we had to reduce the number of people on the set due to social distancing.

    On What Kept Them Motivated to Produce Unique Content for Epic

    “In times of distress it is always art that becomes the food for the soul, our passion for ‘Raja Rasoi aur Anya Kahaniyaan’, the beautiful history of food in our country, drove us to keep working,” said Abbas.

    On the other hand, for Pant, it was her personal connection with the Defence and the freshness of ‘Lakshya 1971’ that kept her motivated throughout. She shared that her father was in the Army and she has done a large number of defense-related documentaries before. “This time I wanted to focus on the Air Force heroes. Many of them are in their eighties. It was the last chance to meet them and record their version of history. The team at EPIC heard my pitch and were excited too and backed me to the hilt to make this documentary,” she said.

    On Efforts For Keeping The Realism Alive In Content

    To make the shows look and feel compelling for the audience, they partnered with the Air Force. “We double-checked all our research with Air HQ. The film combined eyewitness accounts from our Air Force heroes, archive footage from that era, recreations at air bases, and 3D graphics to bring alive each of the battles we focussed on. We decided to keep the entire film black and white, with just the eyewitness accounts in colour and I think that worked very well,” she shared.

    Abbas, who is the founder of Rangrez / Foodlooking, said that theirs is a very selective production house and therefore they try to always pick shows that we will enjoy working on.

    On What Made The Channel Look For New Genres

    The new content lineup is a mix of legacy shows which have new seasons of ‘Raja Rasoi, Regiment Diaries’ & ‘Lost Recipes’, and new shows like ‘India Post – Dhaage Jo Desh Jode’, ‘Jugaad Mania’, and ‘The Homecoming – A Nation’s fight for its people’, shared Thakkar.

    Thakkar noted that EPIC’s ‘Soch Se Aage’ journey has taken its first few steps with an oath to think beyond imagination and like it said “journey of a thousand miles begins with a step”.  Sharing what made the channel look for these genres, Thakkar said that EPIC has a loyal audience base. “Viewers strongly resonate with EPIC’s content. From Food & History genres, which have a loyal set of audience, we are now reaching out to a new set of audiences with genres like Travel & History, Rescue missions, Innovations, etc,” she said.

    On Their Personal Favorite Shows On The Platform

    Talking about his personal favorites, Abbas said that ‘Raja Rasoi aur Anya Kahaniyaan’, ‘The Great Escape’ and ‘Adrishya’ are really close to his heart.

    Way back in Jan 2013, the EPIC channel signed it’s very first production agreement with Rangrez and the show was, ‘Raja Rasoi aur anya Kahaniyaan’ so we go back a long way. ‘Adrishya’ followed soon after and we’ve then had a great journey together. ‘Raja Rasoi with Ranveer Brar’ and ‘Tyohaar ki Thaali with Sakshi Tanwar’ too were hugely memorable for us, he shared.

    He also shared how after a point, the team felt exhausted as they covered all the significant food stories of India. But it is the EPIC’s dedication to always go “Soch Se Aage” that forced them to explore another dimension in the show. “We were forced to rethink the narrative and come up with the current season of ‘Raja Rasoi aur Anya Kahaniyaan’…we really do think this is our best so far, it’s poetic, has a greater emotional connect, and a lot more time with the Royal families,” he concluded.

  • Wellness platform Mindhouse rebrands to Shyft

    Wellness platform Mindhouse rebrands to Shyft

    Mumbai: Wellness platform Mindhouse on Tuesday announced its rebrand to Shyft, indicating a shift in its focus towards offering a variety of wellness solutions for a broader spectrum of health conditions and issues.

    According to a statement, the rebrand aims to reflect the scope of the company’s services, helping customers in reversal, remission, and management of their health conditions.

    “While we started Mindhouse with a focus on mental wellness as the name suggests, over the last year we’ve become a leading provider of curative wellness solutions for a large number of health conditions,” said Shyft co-founder Pooja Khanna. “Our shift away from mental wellness started as many of our customers approached us for solutions targeted towards specific health conditions. We realised the role and importance of lifestyle management for chronic health conditions & how underserved the market is – and decided to do something about it,” she added.

    The Shyft platform will allow customers to enroll in programmes to reverse and manage specific health conditions. “Customers will be able to access a range of services spanning nutrition, yoga, counseling, meditation, aerobics, lamaze and more. Shyft is planning to cater to people suffering from conditions such as PCOS, hypertension, diabetes, thyroid, digestive issues, or women in need of natal care,” said the company in a statement.

    With the recent commitment to invest resources into growth, Shyft aims to expand rapidly in India and globally, it further said.

  • Tread.fit rebrands as Cultbike.fit

    Tread.fit rebrands as Cultbike.fit

    Mumbai: Homegrown premier fitness bike brand Tread.fit has rebranded itself as Cultbike.fit. The firm’s rebranding is a result of its acquisition by the fitness company, Cult.Fit. 

    With this step the brand aims to cement the completion of its transformation into one of the finest fitness convenience brands in the country, said the company in a statement.

    “As acquired by Cult.fit, we want to create a uniformity aligned with the mother brand and it is reflected through the new brand name and logo. The objective behind rebranding is that we want to identify ourselves as a part of Cult.fit and further our credibility amongst users,” stated Cultbike.fit CEO Dinesh Godara, speaking on this major brand transition.

    “With the current acquisition, we have become a pool of one of the most diverse and trusted fitness companies in the country. The aim is to continue to bring fitness to every household and fulfill our vision of a healthier India,” he further added.

    The home fitness equipment brand, Cultbike.fit is focused on providing high-end fitness bikes in different regions of the country. With free delivery and installation services, the brand offers complete guidance and assistance to its customers to commence their fitness journey, stated the company.

  • Grapes Digital rebrands to Grapes, unveils new logo

    Grapes Digital rebrands to Grapes, unveils new logo

    Mumbai: Digital marketing agency Grapes Digital announced on Wednesday that it is shedding ‘Digital’ from its title and will be known as ‘Grapes.’ The rebranding strategy reflects the vision of the company while repositioning it from a digital agency to a strategic partner for brands. The agency unveiled a fresh brand identity with a new logo.

    The new name is effective immediately and will be executed across platforms as well as in products and services, said the agency. Grapes will become a 360-degrees integrated advertising agency and will offer services like media strategy, ATL & BTL activities, campaign execution, digital strategy, social media marketing, creative support, public relations, and media planning and buying, it added.

    “The lines between traditional and digital agencies are diminishing, and with Covid-19 it has pushed brands to have a digital strategy first with the mainline media,” said Grapes founder & CEO Himanshu Arya. “In the past year, the demands of clients are evolving, and digital is acquiring the centre pie of it. The decision was always in mind to reinvent it but certainly, we realised this is the right time to hit with the compelling need to reinvent ourselves and make Grapes future-ready in terms of its business model and offerings.”

    The transformation has been initiated to serve clients better while expanding the offering of varied services altogether, stated the agency. The company has been working in the digital media landscape for more than a decade. With this move, the agency will expand its horizon into new and emerging business areas by creating new possibilities to serve the ever-evolving needs of clients.

    “Looking at the way advertising is done, it will be next to impossible for traditional and digital agencies working separately. Clients want agencies who offer both kinds of solutions, hence it’s pertinent for the industry to go for a merger. We aim to associate with our clients right from planning to execution,” Grapes COO & strategy head Shradha Aggarwal said.

    She also added, “Disruption is always healthy for the industry. As digital is a key driver of a brand’s success in the market, clients prefer all kinds of services under an umbrella. This has led us to take a first step towards expanding and reinforcing the regional services we provide to our clients in India. The coming year will see digital agencies working more closely with brands and digital ad spending will continue to grow.”

    The company forayed into the Bangalore market a few months ago. The agency is working to strengthen the team and expand the business into new markets.

  • Max Bupa Health Insurance rebrands as Niva Bupa

    Max Bupa Health Insurance rebrands as Niva Bupa

    Mumbai: Max Bupa Health Insurance on Friday announced that it has rebranded itself as Niva Bupa. Backed by True North and Bupa, the company will aim to provide financial assurance as well as healthcare access to its customers.

    Owing to a change in shareholding pattern, with the exit of Max India and entry of private equity firm True North, Max Bupa needed to create a new brand identity as part of the transition, the company said in a statement on Friday.

    Niva Bupa Health Insurance aims to become a Rs 2,500 crore company by FY21-22. The company will bring over 12 million people in India under the ambit of health insurance by FY25, it added.

    “The new brand will firmly stand at the intersection of financial services and healthcare to fulfill the needs and aspirations of millions of people in India,” said Niva Bupa MD and CEO, Krishnan Ramachandran. “The health insurance industry is poised for monumental growth, and we will take our new brand identity to our customers with a renewed promise of protection and care. As Niva Bupa, we will look to further strengthen our core brand ethos of customer-centricity.”

    “Health insurance is no longer looked upon as a financial instrument solely for tax saving purposes,” said Niva Bupa SVP and head of marketing, Nimish Agrawal. “It has repositioned itself as a self-investment product which will take care of all healthcare needs. This warranted a change in our positioning as well. With the new brand identity, we want to unravel the health insurance space and offer a humanised experience to our customers.”

  • Aon brand replaces Anviti Insurance Brokers in India

    Mumbai: Global professional services firm providing a broad range of risk, retirement, and health solutions, Aon plc on Monday announced that it will operate its insurance and reinsurance broking business under the Aon brand name in India, effective immediately.

    Aon acquired a 49 percent stake in the Indian composite broking firm, Anviti Insurance Brokers Private Limited in 2020. With the required regulatory approvals completed, Anviti will now be rebranded and the firm will operate as Aon India Insurance Brokers Private Limited, it announced on Monday.

    Aon India Insurance Brokers Private Limited CEO Jonathan Pipe said, “We are glad to have completed the transition of Anviti to Aon. We will continue to be trusted advisors to our clients in India and look forward to helping them mitigate the impact of the COVID-19 pandemic and protect their business and people.”

    Aon Asia Pacific CEO Sandeep Malik said, “Aon’s team will strongly support Indian businesses in moving forward with confidence and certainty during these challenging times. Through our expertise, we will innovate new sources of value for our clients and create new opportunities for our colleagues.”