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As Delhi prepares to jog in the Hutch Marathon this October, almost chameleon-like,Hutch will shed its bubbly pink hues to wear the glamorous red of Vodafone. Sources in Hutch have revealed to 4Ps B&M that the much-hyped brand swap would take place around the event, when the three pink ‘samosas’ of Hutch would disappear and Vodafone’s logo would gain prominence instead.

Not that this is the first time Hutch is changing colours. The last time was in November 2005 when Hutch went pink from orange in search for more vibrancy. The move was a roaring success, gaining Hutch renewed zeal in the Indian telecom sweepstake. Yet, there is a twist in the tale this time around. The Vodafone red would take on the vibrant red of market leader Airtel. While Vodafone still has to instill its brand aura among Indian consumers, Airtel enjoys a coveted headway in that very arena. But those in the know say that the possibility of a colour clutter can be ruled out. “Vodafone will have a different shade of red than Airtel and their formatting and font size would be a big differential,” asserts Brand analyst Harish Bijoor.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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