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OCM introduces new brand identity
19
Oct '11
OCM India Limited, a leading men's apparel fabric manufacturer & retailer of India and a part of WL Ross & Co. LLC, unveiled an image makeover with a fresh and new brand identity. This is the first version of OCM's brand revamp ever since the company's beginnings in 1924.

The new OCM brand identity was uncovered by Mr. SK Singhal, Chief Executive Officer, OCM India Limited, to stir up the evolution that company has gone through in last 86 years of its existence. Mr. Singhal joined OCM at the helm of affairs in March '11 to take the company to next level with his visionary approach. Prior to this, he served the textile major Raymond for over 30 years. Mr. Singhal is a seasoned textile industry professional and is known for creating many benchmarks in the industry.

“Our new and evolutionary brand identity reinforces our firm commitment and emulate image of our strategy," said SK Singhal, CEO of OCM India Limited. "We are very excited to have a new enhanced brand identity as OCM continues to innovate and scale new heights. The fresh drape image denotes our core expertise and firm focus in the field of textile.”

The new brand identity draws inspiration from free flowing drapes signifying freedom and unrestricted spirit of today's men who define their significant moment in their own term. It also suggests the brand's dynamism and ability to evolve with the time.

A comprehensive market research study was commissioned by OCM and carried out by Leap Frog. The pan India research in 8 cities helped OCM to understand its competitive landscape and envisage its new identity & brand promise. The fresh look goes with a new direction for the company as it makes its way back from its 87-year history.

OCM is also gearing up for a major expansion plan, with a new product portfolio, up gradation of its manufacturing plant in Amritsar. OCM for the first time is coming with Burlington premium range, specially designed keeping in mind the fine taste of luxury of an OCM customer.

“The new identity introduces a certain element of liveliness and captures the very essence of how we operate at OCM. This is not just 'let's wake up one day and change our identity' style of marketing but rather a game changing strategy with real, on-ground changes in product innovation, exploring new markets, fresh product offerings and energizing the trade channels. We did an in-depth study nationwide to understand various facets of the brand and come out with our campaign that is breaking soon.” Singhal added further.

With this, OCM aims to widen its customer net, especially the young India that demands to underline and expand each turning point in his life and turn it into a standout moment. Company's high fashion fabrics especially designed and manufactured for the astute Indian customer come in novelty blends like wool silk, wool linen and wool mohair.

The new advertising campaign, details of which are being held back, is conceptualized by EURO RSCG and is shot by renowned photographer Tarun Khewal.

OCM India Limited


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