(^28) SPOTLIGHT
July 22> 2018 [ impactonnet.com ]
FEATURE
Shemaroo Entertainment rebrands itself after 55 years; brings Ogilvy India on
board to chart out refreshed identity with the tagline ‘India Khush Hua’
A
fter 55 years of being in the
business of entertainment,
Shemaroo has set out on a new
growth path armed with a new
brand identity. Hiren Gada, CEO and Atul
Maru, Joint MD, Shemaroo Entertainment
along with Kunal Jeswani, CEO, Ogilvy
India unveiled the new brand identity of
Shemaroo in Mumbai on July 10.
Earlier this year, Shemaroo had
brought on board Ogilvy India to chart
out its refreshed identity. According to
Jeswani, the new logo has been devised
after a thorough understanding of the
brand, consumers, and the trade.
Talking about the rebranding, Gada
says, “In the last 10 years, our journey
has evolved and accelerated in the digital
space. Today, we are partnering most of
the digital media or platforms in some way
or the other. The advent of international
streaming services has indeed changed
the way Indians view entertainment.
Even Indian content players are riding
this trend and so should we. For us,
entertainment is loud, colourful, over the
top, full of joy and emotions. Whatever
we watch has an added ‘tadka’ to it. It is
this ‘tadka’ that differentiates what we
Indians consume. With over five decades
of doing what we do best, we have come to
understand what India really wants when
it comes to being entertained.”
“Our mission is to be an antidote
to boredom and stress for millions of
Indians by delivering high-quality
content that appeals to the Indian palate,
accessible on demand. Today onwards,
we will be donning new colours. We are
looking at five-fold growth in the next
five years,” he adds.
The new logo combines the needs of a
digitized world with the nation’s culture
of vivacity to give rise to a fresh brand
identity. The logo comprises a series of
overlapping layers in rich Indian colours,
standing for Shemaroo’s aim of offering
an imaginative range of zesty Indian
content to a diverse group of consumers.
The shape of the design elements has beeninside Shemaroo and consumers. This
brand stands for something deeply Indian
and we were trying to identify what
that core something was. Therefore, the
colours are deeply Indian and it is a very
vibrant logo. The tagline ‘India Khush
Hua’ encapsulates the fact that Shemaroo
makes India happy with all the content it
produces.”
The new identity is being unveiled
across all Shemaroo assets including the
digital medium where Shemaroo garners
over 600 million views a month. A
phased campaign to target consumer and
trade touch-points started on July 11 and
will run for 4-5 weeks.
Shemaroo would be among the top
10 most viewed channel partners on
YouTube in India. As for advertising
revenue on Shemaroo, Gada says, “There
is very strong advertiser interest and we
do get our fair share of advertisement
from being served on the Google platform.
The rest is incremental ad revenue
accruing from broadcasters earning ad
revenue on their platforms.”[email protected]@ FEEDBACKOur mission is to be an
antidote to boredom
and stress for millions of
Indians: Hiren Gada
By SONAM SAINI
For us, entertainment is loud,
colourful, over the top, full of
joy and emotions. Whatever
we watch has an added ‘tadka’
to it. It is this ‘tadka’ that
differentiates what we Indians
consume.
HIREN GADA
CEO, Shemaroo Entertainmentderived from the digital play button. Says
Jeswani about the refresh, “It has been a
fantastic journey working with Shemaroo
to bring their rich and colourful legacy
alive through a new brand identity. When
we were invited to join them in refreshing
the 55-year-old journey, building a new
identity and taking it into a form that
stays for 50 more years, we started by
interviewing all the key stakeholdersHiren Gada, CEO and Atul Maru, Joint MD, Shemaroo Entertainment
along with Kunal Jeswani, CEO, Ogilvy India