Commenting on the new logo, Ankur Kalra, Founder and CEO, Vibgyor said: "We have been working on the new identity for some time now. In fact, it has taken more than four months for us to put all the aspects together. As part of our study, we found out that while we have established our perception as a leading player in the activation space, one of the key elements which was missing was ‘playfulness' and this is the need that has been fulfilled in our current identity. The font has been converted to geometrical shapes with smooth curves and symmetrical contours to bring out the ‘playful' element. Also, while we have used the vibgyor colors, the shades used are much cooler and contemporary so as to have a better connect with our target audience. The key communication which we have added to our logo is Involve > Excite, and we would like to reflect this philosophy in everything that we do."
From humble beginnings as an event management company, Vibgyor is now a well reputed activations agency with pan-India presence. With a team of over 90 members, the agency services clients such as HUL, Dabur India, Pepsi, Samsung, Flipkart, and Toshiba out of six offices for brand activation strategies including events, exhibitions and on-ground consumer contact programmes.
Highlighting some of their milestones in their growth, Kalra said: "The most important milestone in our journey was when we started doing activation for a few of the HUL brands in 2005. We were getting into a new territory and the learning was immense - after that there was no turning back and we consciously focussed all our energies to developing our capabilities in this area. Even currently, over 60 per cent of our revenues are from activations alone and we have been fortunate enough to work with some of the best known brands across the country on a regular basis in this field. The other milestone was in 2011 when we purchased our own building for the Head Office in New Delhi - we now have space to accommodate more than 200 people in this building itself and hope that it will go a long way in fuelling our growth plans in the near future."
According to Kalra, a decade ago, brand activation and experiential marketing services had to be explained to potential clients. Today however, no marketing plan is complete without brand activation and every forward looking company ensures a healthy balance of ATL and BTL as part of their plan. The focus now rests on strategy, methods of targeting the specific customer profile, engaging them and ensuring that they experience the brand and convert into loyal consumers.
"This is the reason that we are adopting a new corporate identity and business philosophy today. Our benchmark is going to be how involved we are as a team with the client's brand, and how much excitement we can create around it," said Kalra. "Today's consumers, with the overload of information, are looking for an exciting brand experience and Vibgyor is committed to delivering the same. Our new philosophy, Involve > Excite, is based on the input output principle - to get involved in a brand to create excitement around it."
Regarding promoting the developments, Kalra said that "the new brand identity and logo have been promoted internally through a day-long workshop at the Delhi office on April 9. Similar workshops will be conducted in our offices in Mumbai, Bangalore and Kolkata shortly. The branding at the offices has been changed to bring out the new logo and identity and templates have been created for all outgoing communication as per the new format. We hope to complete this process of communicating internally within April and through them, reach out to all the other audiences that we communicate to, whether it is clients or vendors or associates."
While the brand activation industry is estimated to be worth between Rs. 5,000-6,000 crores and growing at 15-20 per cent per year, Vibgyor clocked a growth rate of 25 per cent last year. Kalra attributed this to "the twin focus on commitment and creativity, which enabled us to reach this far. We hope that adding involvement and excitement as part of our service delivery will help our clients and in turn, enable us stay ahead of the industry and maintain our double digit rate of growth." In addition to retaining key clients, Vibgyor has also added more than 10 fresh accounts to its kitty this year, and hopes to forge long-term relationships with them.
About their plans in the future, Kalra said: "We believe that we are at a very exciting phase of our journey and we hope to achieve an aggressive growth rate from hereon. We will be coming out with a new concept in experiential marketing within the next few months, which we feel could be the game changer in this field. We also plan to make certain key appointments on senior levels in Delhi and Mumbai shortly, we have already appointed a new General Manager West who takes over from April 15 and will be looking at senior appointments in Operations / Servicing and Creative shortly. The focus will be on ensuring continuity and growth from existing clients and trying to convert them to a retainership model and acquisition of fresh business. We are planning to put in specific divisions for Retail, Exhibitions and MICE shortly, in order to increase our offerings to clients and hope to put all of these in place within the next quarter. However, going with the new corporate philosophy unveiled recently, we would like to ensure that involvement and excitement is reflected in everything that we do."