Draftfcb Ulka gets a new corporate identity

Starting yesterday, the global network of FCB Ulka will be called FCB. The Indian operation will be called FCBUlka Advertising. The company also has a new logo.

Starting March 10, Draftfcb Ulka has got a new corporate identity. The global network will be known as FCB. The Indian operation will be called FCBUlka Advertising.

The colours in the logo have been drawn from the colours of the flags of the world, symbolising the heritage, equity and flavour of the local advertising company and the wide network reach. The diagonal line through the letter B and the letter U of Ulka signifies the importance of the local brand name alongside the global name.

Commenting on the new brand name and identity, Nagesh Alai, group chairman, FCBUlka, says, "FCB has tremendous 140 years' equity globally and in India, Ulka has a 50-year plus great heritage. FCBUlka will continue to deliver on the integrated offering to its clients and stay focused on what it has been doing over the years - making brands famous and making clients rich."

FCBUlka Advertising is a member of the FCBUlka Group, with over 120 clients, 200+ brands and 800 professionals working across eight offices in seven cities. They cover a diverse spectrum of services including advertising, media, digital, direct, analytics, brand consulting and activation/brand experience.

Ulka Advertising was founded on February 1, 1961 by Bal and Ann Mundkur. There were seven people who formed the first team, including the legendary R K Joshi, considered the father of modern typography in India. Bal's brother, Bhaskar Mundkur joined Ulka soon after, leaving Hindustan Lever where he served as head, marketing services.

The agency went on to build its business on strong strategy-based advertising, winning accolades from peers and media in the process. Interestingly, the agency won its first industry award for its own logo. When the Abbys (then Ad Club Awards) were instituted, Ulka was the first agency to win the Campaign of the Year Award for its 'Save Bangladesh' public service campaign.

Some of the agency's early clients included Gabriel, Crompton Greaves, Mukund, Godrej and Ciba Geigy, Zodiac, Nerolac, Ceat and ITC. These clients propelled Ulka into the Top 10 league within the first decade.