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: has joined the Indian Premier League brandwagon to draw attention to its new avatar. “We are a core sponsor of the IPL television broadcast. It’s a great vehicle to convey our message,” says Dubash.

To drive home the positioning, the Godrej Group is getting ready to launch an aggressive multi-media ad campaign in a week. Advertising major JWT India has designed the Godrej Group’s new advertising campaign. “We will be launching a corporate film to showcase our new positioning. In fact, our new mass media campaigns will show how we have changed,” informs Dubash.

Not everyone is impressed though. A leading brand consultant based in Mumbai says, “A logo change by itself is not enough. A logo is what a logo does. What I mean is, what it will do in terms of actual implementation will decide the value of the logo.”

United colours of Godrej

Ever since the Godrej Group was founded at Lalbaug, central Mumbai in 1887, the group had sported a traditional logo that's common for all its business ranging from steel cupboards, soaps, hair dye, refrigerators, edible oil and furniture. The group has now opted for a new brand identity to acquire an international appeal in global markets. “We have gone a brand identity makeover for the first time since inception,” says Godrej Group executive director and president, marketing, Tanya Dubash. “We have modernised out brand identity to make it distinct and vibrant. For instance, the colour green in our logo connotes growth and harmony with the nature, while blue signals big ideas and innovation. Finally, ruby stands for passion, energy and endurance.”

Prior to the move, the group's different companies sported corporate logos in different hues and sizes. While Godrej Agrovet had its logo in green, Godrej Consumer Products sported a blue logo. Other companies in the Godrej fold (Godrej Properties, Hershey Godrej Beverages & Foods, Godrej Global Solutions, Godrej HiCare, Godrej Sara Lee and Godrej &

Boyce Manufacturing) also sported different logos in different colours till last year. In 2007, the group had harmonised the corporate logos of its eight companies under a single entity in blazing red.

A four-pronged strategy

The Godrej group has identified four businesses as Hero Businesses:

* Personal Grooming: The idea is to invest in hair colours as a marquee category in its personal grooming portfolio through specific projects in the next six months. Leverage strong brands like Cinthol.