Hindware unveils new brand identity

Designed by WPP's Fitch, the new identity will be promoted by 360 degree campaign including both ATL and BTL.

BestMediaInfo Bureau | Delhi | April 19, 2011

HSIL Ltd, the group behind India's leading ceramic brand Hindware, today announced a fresh identity for the iconic brand. Being one of the most trusted names in bathware for millions of customers across India, Hindware has suitably recognised their evolving perceptions and needs. In the past 50 years of its existence, Hindware has steadily developed into a brand which signifies utmost innovation and quality. The new identity reflects these values and the company is all set to position Hindware as a young, vibrant & contemporary brand which is representative of 'Change, Positivity & Passion' and in sync with what modern India believes in.

The all new image of brand Hindware was unveiled at a gala event at ITC Mughal, Agra in the presence of hundreds of channel partners assembled together to celebrate the new face of the brand.

On the occasion, Sandip Somany, Joint Managing Director, HSIL Ltd said, “From being pioneers in sanitaryware in India with our brand Hindware, to successfully being present across India for 50 years, we now represent a brand that is bold, dynamic and ready to take on challenges of the future. The new look reinforces the trust and equity in consumers minds and reaffirms the credibility of the brand.  The new face of brand Hindware symbolises a set of values that are- 'young, global, contemporary and dynamic'. The unique brand identity supports our desire to balance function and form to the highest degree. This fresh rendition is a manifestation of the global outlook of brand Hindware and reflects the group's ambitions and commitment. Therefore, it is a fundamental change for us going forward.”

The change in the identity of Hindware showcases the transition of the original logo which was symbolic of quality and reliability, to the new young logo that reflects confidence and dynamism while maintaining the core values for which the brand has stood for across the years. The design partner responsible for Hindware's new brand identity is Fitch, UK's leading design consultancy, also part of WPP, PLC which is one of the world's leading marketing services group. It was carefully selected to design a fresh new brand identity for Hindware that would appeal to the brand's target market.

The new identity is in a warm shade of red - the colour of energy and passion. The choice of colour expresses the brand's determination and desire to succeed and deliver for our customers.  The easily readable, simple and elegant lower case font has been specially chosen to portray the brand as 'engaging and approachable' and is immediately recognisable as Hindware. It appropriately conveys modernity and our innate sense of style.  Our brand graphic element derives from the negative and positive space found within our new brand identity itself. It creates an additional layer of brand recognition and recall and can be used across all brand applications.

The new look will flow across products, packaging, signage and all communication. As a part of Hindware's promotion strategy, it plans to roll out a comprehensive pan-India campaign across the media spectrum. This will comprise both ATL (above-the-line) and BTL (below-the-line) activities. ATL activities will include - print and electronic media with all major dailies, magazines and general interest, business and news channels. Providing additional support would be the outdoor and radio campaign. While BTL activities will consist of road shows, product parades along with on-ground mall activities and interesting initiatives at dealer outlets to promote the new brand identity.

Making it one of the most trusted names amongst millions of households across India, some of the long list of Hindware's recognitions include: 'Business Superbrand 2010', 'Power Brands of India' award 2010, Consumer Superbrand , 'The Largest Ceramic and Sanitaryware Company' at Construction World Annual Awards 2010, 'India's 100 Most Valuable Brands' by 4Ps magazine and ICMR, CII- Godrej GBC award for 'The Most Innovative Water Saving Products' 2010, Elle DECO International Design Award 2010, 'Golden Peacock Innovation Award 2011' and many more.

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