Dollar: wear the change

Is Dollar failing to bring the required change?

Recently Dollar Industries Ltd changed its logo and tagline as a revamping exercise and to rejuvenate the brand. It changed its slogan from "fit hai boss" to "wear the change."
Currently, it is having a market share of 15 percent in the hosiery segment in India.

They have said in their official release they are targetting younger audiences. What astonished me is that they are continuing with the same brand ambassador, i.e, Akshay Kumar, from approx ten years. I think if they want to focus on revamping the brand, then they should seriously focus on the face of the brand.

If one looks closely at its competitors Rupa(who is currently the market leader) and Lux innerwear (who is also having close to 20 percent market share), these brands have roped in young actors as their faces. Rupa has Ranveer Singh as it's brand ambassador, while Lux has chosen Varun Dhawan as their brand ambassador.

Should Dollar also focus on this factor? Your views on this?

#branding #brandambassador #revamping #wearthechange

Here is the new ad by Dollar