Battery maker Eveready goes for image makeover

NEW DELHI: Battery maker Eveready on Monday said it is undertaking an image makeover to position itself as a youth oriented brand, while also introducing more products with advanced technology.

The company has also roped in London-based consultancy firmEvolve Creative as part of its initiative to give a fresh look to the brand.

"We keep innovating to make the brand more relevant. So bringing new models and giving a new look are some of the things we are doing right now," Eveready Senior General Manager (Flashlight Division)) Anil Bajaj told PTI.

Besides, the Kolkata based firm had also recently signed on Bollywood actor Akshay Kumar for the next two years to endorse its products.

"As a strategy we believe in giving a large burst in terms of marketing initiative after every two-three years rather than talking about the brand every year," Bajaj said.

As part of the image makeover exercise, the company said it has upgraded its torch and lamp portfolio by "launching new models and improved packaging".

The company is also bringing back its 'Give me Red' television commercial featuring the actor in a month's time.

Eveready sells around 1.2 billion units of batteries annually and over 2 million pieces of torches per annum.