‘The new logo of Give me Red manifests the promise of infinite power’-Anil Bajaj, Sr. VP, Marketing and Sales, Eveready Industries
25 years on and the tagline ‘Give Me Red’ is still going strong for Eveready Industries. A new brand logo, the company is betting big that it’s iconic tagline will continue to resonate with the consumers. Anil Bajaj – Senior Vice President – Marketing and Sales tells us about the brand’s positioning, leveraging actor Akshay Kumar as a brand ambassador, maintaining its leadership position in the battery space and how the move to expand to the the appliances segment has paid off.
It is 25 years since the Give Me Red' tagline came into play. How has the tagline and positioning helped brand Eveready?
We are celebrating 25 years of the ‘Give Me Red’ tagline with a new logo that signifies more freedom and power to the youth. The tagline has a sturdy association with Eveready and accounts for instantaneous brand recall with the consumers. Moreover, it has been a powerful source of communication with rural and urban consumers in our country. It resonates with a generation – hungry for everything new and on the move. With Give Me Red, Eveready managed to address the requirements of young India. The 25 years’ milestone reiterates our commitment towards our continuous offerings that are reliable, trustworthy and authentic.
Eveready was always synonymous with red batteries. However, over the years, we have evolved and made sure to have a positive influence on lives through our products. Give Me Red as the tagline connected well with the urban and rural population, it helped us maintain the industry leaders’ position. The strength, power, positive energy & the legacy of Give Me Red... we plan to pass on all of these and more, to our new businesses namely lighting & appliances.
What was the insight behind the rebranding with a new logo?
It is important to keep evolving from time to time and keep connecting with the consumer. The youth of today is looking for infinite & never ending power, the power to change his life and the power to change the world around him. Eveready, by way of its products and offerings gives to the consumer the power to make a positive change to his life. The new logo of Give me Red manifests the promise of infinite power.
Very few brands have stuck with the same tagline/positioning for such a long period. Was there ever any attempt to change the positioning?
Give Me Red signifies more power to the youth. Since it was the most powerful channel of communication that helped us connect very well with the audience, we didn’t feel the need to change our tagline. Give Me Red spoke the language of the consumers we intended to connect with. We have always kept ourselves abreast with the need of the hour through the Give Me Red campaigns. In the early nineties when the MTV culture was introduced, our campaign was also in sync with the youth of that times that connected with the rebellion culture and taken the country by storm then. That was 25 years ago and even today since the youth has more power thanks to accessibility to technology, we are communicating the same power to the youth through Give Me Red, which has also strengthened the brand’s positioning further.
Mr. Anil Bajaj, Sr. VP- Marketing & Sales with actor and brand ambassador Akshay Kumar.
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