Hutch ads have always had a great brand recall... but this time, the pug outdid itself!

IIPM MANAGEMENT INSTITUTE
Once upon a time, in Mumbai, Hutch was called Orange. Then in January this year, Hutch decided to bring Orange under its universal brand name and re-branded its whole communication, including logo, advertising, et al, in pink. Suddenly, pink was in the air... hoardings of ‘Hutch is Pink’ with cute visuals of an adorable pug with its ‘pink’ tongue hanging out, running after the brand-new triangular pink Hutch logo dotted the cityscape... & ‘pink’ Hutch was born! Everything looked the same (the pug and the field), but pink was the flavour of the season!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)