Grounded in a new brand


Kagiso TV & Communications recently bought out of the Kagiso Group to strike out on its own, necessitating a name change. The company has rebranded as Grounded Media.

Says Grounded Media CEO Coco Cachalia: “Obviously, once we no longer had Kagiso Trust Investment shareholding, we needed to rebrand in line with our new independent status. We formally left the Kagiso stable in late 2010 and in terms of the Sale of Share Agreement, were given time to re-brand.

“Our new name speaks to the fact that we pride ourselves on being firmly rooted in the South African context, and to our identity as an independent, integrated communications specialist. We spent time thinking about the name and, more than anything, wanted it to reflect the work that we do.’

Cachalia and her team tapped into the creative talent within the company and had a series of brainstorming sessions with staff to identify a number of new names.

She explains: “After lots of lively debate we finally settled on Grounded Media. These brainstorms were informed by our desire to match our new name with the kind of work we do and our commitment to communicating with South Africans, often marginalised in traditional communications.

“All the rebranding was done in-house with the exception of the logo design. We have a great marketing and communications team that worked on the rebranding and communication strategies, while the events department organised the official launch party. Our TV team created a beautiful video that showcases our different departments as well as our gorgeous new office space,’ notes Cachalia.

In addition to the launch party, traditional PR was used to spread the word to clients, former clients, partners, stakeholders and suppliers. A striking new website ( and the company’s new quarterly newsletter are also used to communicate the rebrand.

“In the second phase of our rebranding process we will launch a Facebook page, a Twitter page and refresh our other communication channels, while we continue to use PR to market ourselves.

“So far we’ve had lots of great comments from our clients, service providers and partners that they love the new funky logo, which shows our connection to ordinary South Africans while also demonstrating our focus on communications. What better symbol than a tin-can telephone? It is an extremely evocative and emotive image that most South Africans can relate to.

“The logo, designed by Hayley Cameroon of Inklings Design, perfectly encapsulates our belief that sometimes the simplest communication solution is the most effective,’ comments Cachalia.

Screen Africa magazine – July 2012


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