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Revamp: BPL Mobile is now Loop Mobile
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BPL Mobile, the oldest mobile service brand of Mumbai, is now Loop Mobile. The company's corporate identity has undergone a complete overhaul to re-enforce BPL Mobile as a fresh new brand.

McCann Erickson, the agency on the account, has designed the new logo for Loop Mobile. The logo is said to represent youthful vitality, excitement and freshness, which the company touts as its brand values. The colours - green, purple, pink and blue - have been used to symbolise freshness, vibrancy, energy, excitement and a cool quotient.

A host of activities are planned to effectively communicate this brand change. The campaign unveiling this change will make use of local vehicles, as it is restricted to Mumbai.

The brand campaign will comprise outdoor, print, radio, digital, activation and will also leverage the consumer touch points, including SMS and call centre prompts about the new imagery.

Sanjeev Chachondia, director and CEO, Loop Mobile (India), says, "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."

Arif Ali, head, brand and communications, Loop Mobile, says, "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."

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