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Govindkrishna Seshan in Mumbai

Y ou won't find too many brand consultants speaking up in favour of brandname changes. They will tell you that all too often, the equity of the brand is higher than the value of a company's hard assets (think Coca-Cola, Google, Nestl? and you'll probably agree).

Besides, it's an expensive and arduous process, difficult to execute and implement, and the end result doesn't always satisfy everybody.

India Inc clearly doesn't share that view. There have been several, high-profile name changes in 2007 and interestingly, many of these have been corporate rebrandings, rather than consumer product name changes.

Hindustan Lever [ Get Quote ] became Hindustan Unilever; UTI Bank [ Get Quote ] is now Axis Bank and Hutch is Vodafone; there are Jet Lite (formerly Air Sahara) and Simplifly Deccan (Air Deccan); and even Birla Plus has migrated to UltraTech. What was the thinking behind these transformations? The strategist takes a look.

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Digital makeovers get hot

NEW DELHI: Get rid of blemishes, plump up those lips and bosom, whiten the teeth, fix the shape of your eyebrows and trim those inches from the waist...all without going under the knife.A few magic clicks of the mouse and the transformations are complete. From celebs to just your average image conscious teen, picture perfect is the way to go these days. Call it digital enhancing, retouching, airbrushing or doctoring, the photos have to be seen to be believed. Pleasantly plump to svelte siren can take a few brush strokes in the hands of the expert retouching artist. Who says the camera doesn't lie? Check out the photographs posted on any social networking site, the warts and wrinkles have just been airbrushed away. No wonder photo studios everywhere are in makeover mode, with retouching artists taking courses abroad to hone their skills."Photographs don't just mirror reality, they can improve it," says Umesh Sabharwal of Kamala Nagar's Prem Studio who learnt the art of retouching in the UK. Sabharwal, who has been clicking photographs of candidates in DUSU elections for close to 14 years, says almost all his clients place a premium on how they look. "Earlier, when students came to get their pictures taken for the elections, they opted for simplicity. The glamour period really came in with a candidate called Shalu Mallik. Her's was the first colour picture," he recalls. Then, beauty got a new angle. "One student looked so good in her poster that it went on sale for Rs 2 as boys wanted to hang it in their hostel rooms." NEW DELHI: Get rid of blemishes, plump up those lips and bosom, whiten the teeth, fix the shape of your eyebrows and trim those inches from the waist...all without going under the knife. A few magic clicks of the mouse and the transformations are complete. From celebs to just your average image conscious teen, picture perfect is the way to go these days. Call it digital enhancing, retouching, airbrushing or doctoring, the photos have to be seen to be believed. Pleasantly plump to svelte siren can take a few brush strokes in the hands of the expert retouching artist. Who says the camera doesn't lie? Check out the photographs posted on any social networking site, the warts and wrinkles have just been airbrushed away. No wonder photo studios everywhere are in makeover mode, with retouching artists taking courses abroad to hone their skills."Photographs don't just mirror reality, they can improve it," says Umesh Sabharwal of Kamala Nagar's Prem Studio who learnt the art of retouching in the UK. Sabharwal, who has been clicking photographs of candidates in DUSU elections for close to 14 years, says almost all his clients place a premium on how they look. "Earlier, when students came to get their pictures taken for the elections, they opted for simplicity. The glamour period really came in with a candidate called Shalu Mallik. Her's was the first colour picture," he recalls. Then, beauty got a new angle. "One student looked so good in her poster that it went on sale for Rs 2 as boys wanted to hang it in their hostel rooms."