labels: advertising/branding, bharat sanchar nigam ltd, industry - general, telecom
BSNL to change colours as part of brand strategy news
Our Corporate Bureau
28 September 2007

New Delhi:
With the erstwhile orange hues first becoming pink, and Hutch becoming an overtly red Vodafone, now state-owned Bharat Sanchar Nigam Ltd (BSNL) has decided to rework its brand strategy.

In a move to unify the telecom major's seven brands for various telecom services under a uniform identity, the company will soon see a new brand strategy in place. Currently, BSNL has different brands for different services, such as CellOne for mobile services, Bfone for fixed line telephone, DataOne for broadband, and Tarang for CDMA-based WLL limited mobility phones.

All these brands will now come together under a unified BSNL corporate identity, with cellular services rebranded as BSNL Mobile, Bfone rebranded BSNL Fixedline Telephone, and the broadband service rebranded as BSNL Broadband.

Changing colours, BSNL's corporate signature will change from blue to black.

Recent industry trends have seen large integrated operators converge their offerings under a single umbrella brand. Bharti provides all its services under the Airtel brand, while Tata Teleservices has all its services grouped under the Tata Indicom brand.

The new branding is scheduled to come into effect from 1 October. According to senior BSNL officials, a single identity will facilitate greater consumer-connect with the brand. They opine that while BSNL has great brand recall even in the remotest of villages, other sub brands such as Excel and DataOne were not as well known.

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BSNL to change colours as part of brand strategy