Balaji Telefilms gets new corporate identity, announces new initiative

Balaji Telefilms has undergone a corporate image makeover. The company has unveiled a new visual identity and logo alongwith a new vision and brand values. Ray + Keshavan | Brand Union has worked on the new identity. In addition to this, Balaji has also announced the launch of ALT Entertainment. The content created under the ALT Entertainment brand aims to be young, fresh and will appeal to the aspirational and upwardly mobile Indians as well as a global audience.

Said Ekta Kapoor, joint managing director, Balaji Telefilms said, "Balaji Telefilms’ new brand identity denotes an enhancement of perspective and a broad-basing of our ambition to talk to a larger cross-section of audiences. The new identity will build a seamless bridge across businesses and aspirations."

The new identity aims to reflect the new perspective adopted by Balaji Telefilms towards existing and new businesses, and the core brand values that the brand has been built on, over the last 15 years. The new logo (see picture) is inspired by the vermilion mark on Lord Balaji's forehead and represents the vision of the company, while the colours of the logo aim to represent its attitude.

Added Puneet Kinra, "Our new corporate colours, red and orange, reflect our governing values of storytelling, passion, integrity, compassion and excellence. The vibrant colors demonstrate the eagerness to embrace new opportunities while retaining the core traditions and values."

The new logo has also been incorporated throughout Balaji Telefilms' touch-points as well as its website.