BPL Mobile, Mumbai’s oldest and longest standing mobile service brand is now Loop Mobile, the newest telecom brand in the city. The new brand identity for BPL Mobile, which has been serving Mumbai for over 13 years, was unveiled today. It already caters to over 2 million subscribers.
The company’s corporate identity has undergone a complete overhaul to mark growth and re enforce BPL Mobile as a fresh new brand. The new logo – Loop Mobile has been designed keeping in mind youthful vitality, excitement and freshness that the company stands for.
The new Loop Mobile logo has a 3 dimensional look. Breaking convention, this multi-colored logo symbolizes the company’s revitalized brand image, adding a new feel and zing to the brand. Being Fresh, Vibrant, Energetic, Exciting and Cool, the core values associated with Loop Mobile each represent the colors Refreshing Green, Snazzy Purple, Funky Pink and Cool Blue respectively.
A host of activities are planned to effectively communicate this brand change. A multimedia campaign comprising Outdoor, Print, Radio, Digital, Activation & Consumer touch points from SMS to call centre prompts are being leveraged to drive the new branding & its imagery. The main focus is to convey the message of Mumbai’s oldest network is also its newest one. it already commands a healthy 2 million customers and rapidly growing. In addition to customer touch points – Loop Mobile Stores are being beefed up to meet this new brand proposition.
Elaborating on the rationale behind the rebranding, Sanjeev Chachondia, Director & CEO, Loop Mobile (India) Limited (formerly BPL Mobile) said, “We made a conscious decision to reposition ourselves with “get in the loop” brand refresh campaign, a roadmap that began in July ‘07. The name change into Loop Mobile was the next step in this journey. With this change, we are all set to add momentum towards rapid growth and expansion; and want to reiterate our commitment towards our customers and ensure they experience the newest and best network in town.
Elaborating further on the positioning of Loop Mobile, Arif Ali, Head - Brand & Communications said that Loop Mobile will mirror and reflect the sensibilities of a brand conceptualized in the 21st century. Starting with the unconventional route of adopting a multi-color logo, Loop Mobile will attempt to communicate in a fresh and exciting manner which will break the media clutter of the category and carve a distinct identity for itself.
Loop Mobile comes with a brand new network. The company announced the completion of its network expansion and has now doubled its capacity by deploying the latest NGIP (Next Generation Internet Protocol) and EDGE (Enhanced Data rates for GSM Evolution) technology. With this, they also pave the way for seamless execution of numerous innovative VAS, micro-segmented and value enhancing tariffs that Loop Mobile aims to roll out for their subscribers.
BPL Mobile has consistently met and exceeded the TRAI Quality of Services standards. BPL Mobile ranked No 1 in overall satisfaction amongst the GSM operators as per the new TRAI report on Quality of Service and Customer Satisfaction Survey of telecom services in Mumbai. BPL Mobile also topped in the Voice&Data - SAARC Mobile User satisfaction Survey (2008) in network services category with 98.2% users of BPL Mobile voting in its favor.
About Loop Mobile (India) Limited (formerly BPL Mobile):
Having started its services in 1995, BPL Mobile distinguishes itself as the longest serving telecom brand in the country. It currently operates in Mumbai with over 2 million happy and satisfied subscribers. With customer focus at its core, BPL Mobile has consistently excelled and led the industry and continues to prove how well they understand customer service. BPL Mobile has consistently met and exceeded TRAI benchmarks according to the Report on the Indian Telecom Services Performance Indicators, over the past several years. BPL Mobile also credits itself as the first operator in the country to offer GPRS/MMS, Caller Ring Tunes and also launch IN (Intelligent Network).
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