Opportunity

Spectra is a ten-year old company, rated by Netflix as India’s fastest fibre to home internet service provider. This is an independent company born in the 21st century, with young, entrepreneurial and ambitious owners who envision a future for India, never imagined before. In their quest to further improve broadband services in a competitive market, Spectra approached Ochre.

Forming a backdrop to re-positioning the brand are a number of factors including:

1. India’s huge population base is Internet hungry. But it’s a country in which broadband is broken; it’s complicated, substandard, archaic and no one has enough focus on it to make it great. Fast, unlimited broadband and better service is a human right.

2. The average internet speed stands at 4.1 Mbps and only 2, 80,000 people in India have access to a high-speed fibre optic connection

3. Competitors, mainly incumbents are big players but tend to not be user-friendly, often imposing caps and hiding behind small print.

In the 21st century, life is about “Roti, Kapda, Makan aur Broaband” (“Food, Clothes, House and Broadband”). Spectra is well placed to grab the opportunity and show customers that it already offers a good service but also the company recognised the need to evolve to become even more amazing and focused on customers’ needs both now and in the future.

The strategy, brand and creative execution all needed to communicate this evolution and the company’s expansion across several cities. and to stand out as a new, exciting alternative to the industry’s main players – a David to their Goliaths.