The Hindu Business Line : Exide Ind set for image makeover

EXIDE Industries is planning an image makeover. On cards are a reasonable increase in its campaign budget, which now stands at about Rs 15 crore, and the introduction of new campaigns including a `corporate campaign'.

The Rs 1,500-crore company, which has so far preferred to remain low-key, has restricted its exposure — only to building the Exide brand — that too in relatively measured tones compared to some of its competitors.

The company is now considering a two-pronged strategy — injecting youthfulness in `Brand Exide' and making people aware of the venture, Exide Industries, behind it.

While the detailed strategy for such a makeover is yet to be drawn, the first step has been taken by roping in Indian cricketer, M.S. Dhoni, as brand ambassador.

"Dhoni is young. He is powerful. He hails from a small town. He does not sport a highbrow image. He is most liked by generation next which owns either a two-wheeler or aspires to own one. We want to forge a relationship with these people now so that both of us can morph together," says a company official.

"Consumer preference has changed drastically. Also, the average age of our customers has come down. It's time we sported a trendy look," he added.

But why does the company need to project its corporate image? Exide is considering extending its brand value to other products or at least diversifying into other related sectors such as auto ancillaries. "Overall, as a group we may be entering newer areas like the recent foray into insurance. But as a corporate we are committed to stick to our core competence and enhance our offerings in the battery segment," the official said.

"The idea is to give a face to our products which will indirectly enhance our brand-equity," says the official. "In terms of size and abilities, Exide is now poised to cross new frontiers in the Indian corporate sector," he said

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