The Story of the Cellular Phone Brand Orange

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In February 2000, Hutchison Max Telecom introduced Orange in India. The brand "Max Touch"¹⁰ was replaced by Orange. This was for the first time that a globally recognised cellular service brand was available in India. Said Ghosh, "What that means to our subscribers is that they will now benefit from the technology advantages that Orange has. Orange is refreshing, honest, straightforward, innovative and friendly. In continuum, we will incorporate these brand values in our services at an accelerated pace".

The change in the brand logo and culture was reinforced with a fresh round of campaigns. The mass media plan included print, outdoor and cable television. The brand was positioned as one which was not for the elite or techno-savvy geeks alone but for down-to-earth, 'real' world people who wanted to be spoken to honestly and directly.

Commented Ghosh, "Orange had inspired Max Touch ever since the inception of Max Touch. Orange is the logical extension and replacement of the brand Max Touch which had always imbibed Orange values." The earlier uniform of a formal black trouser-suit with a scarf was replaced with an orange shirt and black skirt with the supervisors having the option of wearing a black jacket with an orange handkerchief.

The men wore a white shirt, black trousers and an orange printed tie. Officials of Hutchison Max Telecom felt that France Telecom's purchase of Orange would not have any immediate impact on the Orange brand in India. Hutchison Max Telecom had already acquired the rights to use the Orange brand in India and so the question of 'cracks in Orange' did not arise. Again, under the National Telecom Policy, BPL would not be able to utilize the Orange brand name in Mumbai.¹¹ Analysts felt that there would not be any major conflict of interest in use of the Orange brand in Mumbai.

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10] Prior to the launch of Orange, Hutchison Max Telecom operated in India under the brand name, Max Touch.

11] The National Telecom Policy did not allow an operator to take equity stakes or 'interests' in two mobile companies in
a single mobile circle.

Case Details

Case Code : BSTR002
Themes: Brand Management
Case Length : 8 Pages
Period : 1995-2001
Organization : Hutchison Telecom, BPL
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Telecommunications

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