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ACL Mobile is one of the first companies in India to test the waters in the mobile VAS market. It has a long established reputation of being a credible service provider for a client base of close to 850 customers spread across 28 countries worldwide.
ACL was losing its market position slowly and constantly. From being ranked no. 1 in Deloitte Technology Fast 50 in 2005, it slipped down in ranks to no. 24. ACL Mobile had a confused product and brand positioning with fragmented and disintegrated teams. The challenge was to transform the position of ACL Mobile from ‘Think ACL, Think old’ to ‘Think New, Think ACL’.
The assignment kicked off with a change in the name from the previous ACL Wireless to ACL Mobile. A new logo was also derived from the old logo, but with a completely new and refreshing colour palette. The supporting tagline – think innovate lead – gave it the desired leverage to create the right perception.