Sistema Shyam TeleServices (SSTL), which deals in telecommunication services under the brand name MTS, has unveiled a new identity designed to further establish the brand MTS, targetting the next generation consumers with the new tagline, ‘A Step Ahead’.
The re-branding and repositioning comes on the eve of MTS crossing the 10-million subscriber mark in India since its Indian launch in March, 2009.
“When MTS was first launched in India, the aim was to consolidate its position in the country. The idea was to drive the business. But now, as we see a sign of consistency, we took the decision to go ahead,” says Amitesh Rao, director, brand and media, MTS.
MTS has incorporated the new tagline, ‘A Step Ahead,’ in the same red box as its logo. The symbol of a white egg with the word MTS is still there. Earlier, it used to be two red boxes side-by-side, with a white egg symbol in one, and the word MTS in the next one. The white egg symbolises simplicity and genius. In a bid to fit the new tagline, the egg, and the MTS logo, the size of the red rectangle has been slightly stretched.
In 2006, MTS changed its logo as part of a re-branding campaign carried out by its parent company JSFC Sistema. In 2010, MTS announced the acquisition of Sistema Telecom, owners of the MTS egg logo, thus becoming the sole owner of its logo.
Says Rao about the new positioning, “There has been a repositioning of the brand as a whole. Our aim is to target the next generation youth who are much advanced digitally.”