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Sterlite Technologies undergoes brand transformation

The new identity will bring in a new culture, an open office and new employee policies in the organisation

BestMediaInfo Bureau | Mumbai | October 4, 2016


Sterlite Technologies recently demerged its power business and is now a pure play telecom company. With this change, the company realised there was a need to transform its identity to a younger company that will play a significant role in the digital transformation of the country.

The organisation has been known for its fibre optic cable business and has been traditionally known by many as only a manufacturer. However over time, it evolved as an organisation, moving from being just a cable manufacturer to delivering smart networks.

The need of the hour for the brand was to go through a transformation that is in sync with the new evolved Sterlite Tech. For the rebranding, the company partnered with Leo Burnett and used its Human Kind model to define what should be the brand’s purpose. The company did a detailed exercise of over nine months along with the agency and understood the true essence of Sterlite.

Arindam Haldar Arindam Haldar

Arindam Haldar, CMO, Sterlite Technologies, said, “With the recent demerger, we are now a pure play telecom company in product businesses, services and software. We have now positioned our company as one that designs, builds and manages networks. Sometime in 2014, we won the contract for Network for spectrum, which is a project we are doing for the Indian army. That is when we formally entered the category and down-streamed to services.”

Using the agency’s tool the company arrived at its brand purpose – ‘transforming everyday living, by delivering smarter networks.’

The company works with all major players in the country and has some global tie-ups. The company has presence in 75 countries.

As part of the brand transformation, the organisation now has a new logo along with a new brand image, a change in the overall culture, an open office, new employee policies and lot more.


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