Vibgyor goes in for new brand identity

With the new philosophy of “Involve > Excite”, the agency plans to be more closely involved with brands to create excitement through activation

BestMediaInfo Bureau | Delhi | April 16, 2012

Vibgyor Brand Services, which is into brand activation services, has completed ten years of operations. This not only signifies the coming of age of this specialised industry, but also reflects the growing importance as a tool of marketing communications.

Today's consumers, with an overload of information, are looking for exciting brand experience. Vibgyor's new philosophy – “Involve > Excite” – is based on the input-output principle, in other words, to get involved in a brand to create excitement around it.

In addition to retaining its key clients, the agency has added 10 new accounts this year.

The brand activation industry is estimated to be worth Rs 5,000-6,000 crore in size, and growing at 15-20 per cent per year. Vibgyor clocked a growth rate of 25 per cent last year which is substantially higher than the industry average.

“The twin focus on commitment and creativity has enabled us to reach this far and we hope that adding involvement and excitement as part of our service delivery will help our client and in turn enable us stay ahead of the industry and maintain our double-digit rate of growth,” said Ankur Kalra, founder and CEO of Vibgyor.

Kalra said that today no marketing plan is complete without brand activation and every forward looking company ensures a healthy balance of ATL and BTL as part of their plan. “This is the reason why we are adopting a new corporate identity and business philosophy. Our benchmark is going to be how involved we are as a team with the clients' brands and how much excitement we can create around them,” he said.

Vibgyor, which started out as a generic event management services company, has transformed into one of the top activation agencies in the country with a pan-India presence. The agency has six offices and a team of over 90 that support top-notch companies like HUL, Dabur India, Pepsi, Samsung, Flipkart, Toshiba, to name a few, for their brand activation strategies including events, exhibitions and on-ground consumer contact programmes.

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