DIGIWorld is now DW-Digitally WOW

The new brand identity is in sync with the brand's growth and technological advancement and has been given a progressive, dynamic and contemporary look.

In a bid to highlight growth and technological advancement, DIGIWorld, the retail initiative from the Videocon Group, has announced its new brand identity and brand repositioning, 'DW', along with a new logo.

The logo is the abbreviated form of DIGIWorld (DW) which is coloured in orange, red and blue to specify three product divisions of the brand -- consumer electronics, home appliances and mobile phone. DW will now be interpreted as Digitally WOW, which will be included in the marketing communications.

The new identity is designed to give a young look to match the contemporary scenario, look universal in its brand appeal and transcend different target audiences. The essence behind this new brand positioning evolves friendlier and happier communication with consumers.

Jaideep Rathore, chief operating officer, DIGIWorld, says, "The new look is in sync with the expansion of the brand so as to create and maintain the brand proposition as more energetic, young and contemporary. Thus, 'Digitally WOW' is all about establishing DW as the new identity. DIGIWorld's logo transformation comes from our constant attempt to listen and respond to the market fluctuation in India and overseas."

The logo is designed by creative agency Option Design. Japneet Singh, managing director, Option Design, says, "The new logo is the short form of DIGIWorld and we have kept the three verticals in orange, red and blue, which are the three product divisions of the brand, intact in the new logo. In the new identity, DW is Digitally WOW, which will be incorporated in all the marketing communications."

The brand campaign will target a wide base of customers pan India, through a 360 degree media approach, using multiple platforms such as out of home, print and digital media.