Brand Orange

Posted on | December 23, 2005 |

SloganMurugan, a copywriter by profession, has a blogpost on the erstwhile Orange brand.

Like vada pav and Midday, dance bars and bhai-log, it’s a Mumbai thing. And last month it made a quiet exit. Orange, a cell phone service provider brand from Europe that became an integral part of the organism called Mumbai, changed its name to Hutch and now dons a shade of pink, only women can name. Hutch being the name used by the Orange’s parent company in India when it laid out its mobile network across India. But Mumbai had Orange, until now.

It is not often that a mobile phone company can attain a status that Orange enjoyed. Especially since its service cannot be termed any different from the many cell phone operators in India today. The difference with Orange was its brand value. Value created by its advertising and communication.

Who are the people behind this brand? In India, Orange’s distinct identity was visualised in the minds of Rajiv Rao and Mahesh V, who work with Piyush Pandey at O&M India.

Comments