In mid 2009, Videocon, a leading India electronic appliances manufacturer went for a logo change. The new 'V' symbol consists of two green animated characters called chouw and Mouw with distinct identities. Its also accompanied with a new tagline : ' Experience Change'. Chouw is the larger and more serious type while Mouw is the smaller fun loving type character. The new logo conceived by Interbrand Singapore, has finally met with some success after several failed positioning attempts like "Technology for health & Pleasure" , " The Indian MNC" , "Bring home the leader" & " Eco Logic for sustainable life" over the years.
I think the logo change is a welcome one, especially because its not just another cosmetic change but accompanied with changes in the products. Inspite of at par products The company had been suffering from an identity crisis with falling sales amidst consumer preference to 'new international brands' like LG & Samsung.
One concern that i have here is regarding the increasing trend to create animated characters to communicate information about the brand, Vodafone India did it using the zoo-zoos and got noticed, but such tricks can work only once or twice and we can't have every other brand having their own cutie-tweety's.
Overall the change has given a fresh look to the videocon brand and whether it can bring back the old warhorse back at the top remains to be seen!
