Interbrand bags vivo

Interbrand has bagged the brand strategy and positioning duties for vivo. 

 

The agency aims to create a philosophy that translates across the brand's ecosystem. 

 

The account was won post a multi-agency pitch and will be handled by Interbrand's Mumbai office.

 

Geetaj Channana, head of corporate strategy, vivo, said, “The rapid growth and evolution of vivo as a brand, made it crucial for us to codify our ‘purpose’ and create a self-sustaining system that could  consistently and effectively maintain our resolve of every action. For this journey, we wanted a  partner who could work closely with us, who are the leading expert in the field, and most importantly, had synergistic values. Together, we have been able to create corporate structures that fortify fundamental brand principles and evolve with the brand.” 

 

Ashish Mishra, CEO, Interbrand India and South Asia, said, “vivo is a leading mobile brand in India.  Their success was traditionally built on strong value propositions across the portfolio. Given the trends of premiumisation and lifestyle upgrades dominating the consumption patterns and brand  choices; there was a critical need to reset the vivo brand. We began with helping put a foundational architecture strategy which was built upon a robust need segmentation. Further to it, the creation of propositions and upgraded design languages for each of the series brands with an overarching purpose and experience principles holding it all together was accomplished. The corporate purpose, the joy of humanity as the triangulation of tech, culture and connection, found suitable dimensions to exhibit itself across the master and series brands. vivo has been a valued partner and we are steadily driving the brand together towards its desired destination.” 

 

Payal Shah, strategy director, Interbrand India, said, "We’ve partnered with vivo for more than four years now, and it is refreshing to work with a global tech organisation that believes in being grounded  and humble in a challenging landscape. vivo’s dedication to consistent innovation, and championing customer intelligence is impressive, and we're confident that the global strategy that decodes human  truths and translates that into visual hemispheres, will effectively localise and exalt the brand to new  arenas. We are also in the midst of activating the corporate strategy which will become the game  changer within the organisation."