VSNL rechristened Tata Communications

A global campaign will later be rolled out, communicating the change

Telecom service provider Videsh Sanchar Nigam Limited (VSNL) is in for a major rebranding. According to an official communiqué circulated amongst the media, the Board of VSNL has approved a proposal to change the name of the company to Tata Communications Limited. The new name and identity is likely to help the company leverage the brand equity associated with the Tata Group, as well as the global recognition that the group has received in recent years.

“This change in the company’s name is a major step in our commitment to customers, partners and stakeholders,” says N Srinath, Managing Director & CEO of VSNL. According to Srinath, the new name Tata Communications hopes to reiterate a focus on the global communications business, while at the same time reflect upon the company’s heritage in India.

This rebranding comes five years after the Tata Group assumed management control of VSNL. Company executives feel that it has re-invented itself through entry into new businesses, geographies and customer segments on the back of over $1 billion investments. VSNL’s growth in the last five years has been aided by several acquisitions, both in India and overseas.

The change in name is subject to obtaining required statutory approvals including that of the company’s shareholders.

The brand change will be unveiled globally through an integrated brand campaign soon. While the corporate campaign may take a while, initially, the company will roll out communication on its Value Added Services (VAS) apart from talking of its broadband offering. Says a source close to the situation, “The company will roll out a campaign on the ‘more’ platform.” The core thought will be that while all other players give consumers the benefits of connectivity, Tata Communications Limited will give them more, including VAS offerings such as music downloads, online learning, live streaming of news and movies and video conferencing, among others. “The three ‘E’s will be focused upon in the new communication: email, education and entertainment,” reveals the source.

For the record, VSNL has been one of the world’s popular providers of wholesale international voice services. Its customer base includes 1,500 carriers, 450 mobile operators, 10,000 enterprises, 500,000 broadband and Internet subscribers and 450 Wi-Fi public hotspots.