Spice Group owned VAS player, Cellebrum Technologies announced its new brand identity as Spice Digital. The firm said that the move was in line with parent company’s exercise to bring all firms under common brand umbrella.

Saket Agarwal, Chief Executive Officer, Spice Digital said, “A brand is not simply a name, or logo or a piece of communication. The brand forms the essence of everything we do in our business, guiding our business decisions and how we act. As a unified brand we will seek to portray a consistent message – that of unconventional wisdom. Our new brand vision states that we will attempt to stay one step ahead of the dreams of the Mobile Society.”

The new company, Spice Digital also said that it will launch new products and offerings with an aim to serve more than 100 million subscribers in 3-4 years.

The new brand identity is designed to help differentiate the company and support its leading position in increasingly competitive market conditions in the Indian and global markets,” said a company statement.

The brand changing exercise has been carried out by The Brand Union (TBU) which is a WP group company.