Infinity is the soul of Eveready. It is the alpha and omega of its identity. Every product that Eveready offers, be it batteries, flashlights or LED lights stands for power without a pause. The brand represents limitless dynamism, endless power forever on the go. The addition of new products and the expansion of the Eveready brand spurred the need for a logo transformation. The iconic disc logo needed momentum, movement and motion. It needed to stand out as the custodian of cutting-edge precision.
We asked a simple question. What happens when you pass energy through the Eveready disc? It starts to move and gather momentum. As the pace of the spin increases, the moving shape assumes the form of an infinity symbol. The logo in motion stands for the brand’s vision of eternal drive and infinite possibilities.
The new logo draws its inspiration from the infinity loop. The disc assumes an amorphous form, representing unprecedented prospects. The Eveready wordmark sits in the centre of the infinite loop, as a generator that sparks new beginnings.
Eveready is a future-forward, assertive and self-aware brand. It stands for intrepid courage in the face of darkness. Not just light, the new incarnation of Eveready is an embodiment of boldness, a power that’s magnetic, electric. The iconic tagline ‘Give Me Red’ has thus been appended to ‘Give Me Power. Give Me Red.’ This underlines Eveready’s position as the inextinguishable source of power. It is a mantra that dispels doubt and shines light on the daunting dark.
The year was 1889. The world was moving forward, and yet, something was missing. As 1890 rolled out, a visionary by the name of Conrad Hubert brought about a revolution in the lighting industry. He invented the first electric flashlight consisting of dry-cell batteries – and with it, the Eveready Battery Company was born.
The rest, as they say, is history.
Emerging as the
Epitome of Energy
In 1905, the Indian market underwent a sea change with the arrival of Eveready products. Though Eveready Industries India was incorporated much later in 1934, the iconic
Cat-O-9 logo, launched in 1930, had already become the epitome of energy and excellence internationally.
Evolving to be an
of million lives
In India, we started off by importing dry-cell batteries and then
marketing them across major cities. Since then, we have been a leading player in the dry-cell battery market. In our momentous journey, we have successfully played an indispensable part in the lives of millions of Indians – a trusted pan-India brand for portable energy and lighting solutions. As of today,
we have acquired a lion’s share of India’s market, which is a hefty 50% in batteries and 65% of India's organised flashlight market.
Launch of the iconic
Give Me Red campaign
In the early nineties, we took India by storm with the iconic Give Me Red campaign. It was the era of liberalisation, and rebels were the new heroes. Over the years, the Eveready motorcycle ad,
Amitabh Bachchan’s ‘If you’re not red, you’re dead’, Akshay Kumar’s ‘Full Full Masala’, ‘Chhupa Rustam’ and lighting ads – all of them have emphatically portrayed life before and after Eveready – with Give Me Red being the catalyst behind the change.
The Power of Red
For a billion Indians, ‘Red’ is much more than a colour. Red is an emotion. It stands for passion and power, dynamism and action, being ready for anything and everything. Most importantly, it stands for infinity and beyond. The Cat-O-9 logo itself bears testimony to the same, symbolising the limitlessness of a cat’s nine lives. Our very motto is to bring energy into homes and hearts, through our batteries and other products. In other words, we are in the business of infusing life into lives.
Today, Eveready is not just a company, it is a way of life.
We thank you, India, for giving us the chance to be your power partner, time and time again. As always, we look forward to powering your dreams and ambitions to build a brighter tomorrow.