Videocon d2h-A Branding Puzzle !
Few days back Videocon entered the DTH market.It was on the cards from long time.People were speculating about it from the time Videocon had repositioned itself.
From few days Videocon had been giving print ads about the new service.Now some points that came into my mind on seeing the ads.It didnt look like a Videocon product.Except for the name Videocon d2h.There is nothing ‘Videocon’ about it.Why ?
1) There is no sign of the new Videocon logo
2) The whole color scheme of the ad is purple/violet instead of the new green color scheme used in the whole repositioning campaign.
A company spends a lot repositioning a heritage brand to give it a new look and feel,a fresh one rather.But the first product it launches after the exercise has no signs of repositioning.
d2h Logo
Videocon latest Logo
I went to their site, d2h.com.Even the name of the site doesn’t have name of Videocon in it 
.After this site,i went to Videocon’s main website.No signs of D2H there whatsoever.
I seriously didn’t understand the branding strategy.It seems Videocon wants to keep d2h as a totally separate brand.I am still not sure of the actual reason.
I even thought that may be d2h is foreign company who has launched their services in India with Videocon(like TATA DoCoMo).But i didn’t find anything like that.
Why would a company which has spend crores on the repositioning exercise a few months back didn’t show signs of it when they launched their first product after the exercise ?
I have not been able to find it.Please leave a comment if you know it 
I found a TV commercial of d2h
d2h commercial
The tagline in the end is also interesting.It says ‘Direct hai! Correct hai !’
Even this is confusing.What is ‘correct’ here ? People use DTH for entertainment,Correct hai ! is a bit confusing.In the ad nothing is shown as correct, a decision or something similar.
Now leaving the branding part the product as such looks innovative.First time in indian DTH market,Videocon d2h has come up with bundled products.
1) Satellite LCD-LCD with inbuilt DTH box with single remote
2) Satellite TV-A simple TV with inbuilt DTH
3) Satellite DVD-Inbuilt DVD player
4) Satellite Box-Basic DTH box
Now normally when we buy DTH(TATA Sky,Reliance BIG TV or any other) we see that our TV is just like an output device.All its features are unused.Even its remote is just to turn it on/off.Rest everything is controlled by DTH remote control and the box.So why to spend so much on a fully loaded LCD TV with host of features when DTH box/software will override every bit of it.
In that case a product like Satellite LCD/TV from d2h is a good deal.This can be an innovation which can give them some attention and much required differentiation.Rest all features,packages,channels are mostly common with other DTH providers.
Videocon d2h is well thought out as a product(or service) but when it comes to branding or campaign it is a bit dull and confusing.
What Say ?
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Videocon d2h-A Branding Puzzle !…
Few days back Videocon entered the DTH market.It was on the cards from long time.People were speculating about it from the time Videocon had repositioned itself.
From few days Videocon had been giving print ads about the new service.Now some points …
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