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EPFO Set for Brand Makeover to Widen Reach among Subscribers

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FACELIFT Retirement fund body's initiative seen as effort to rebuild image dented by protests against government move to tax withdrawal of PF money
Retirement fund body Employees' Provident Fund Organisation (EPFO) is getting a brand makeover, a move seen as an exercise to rebuild its image in the wake of some controversial decisions related to the organisation including some that triggered violent protests.
To begin with, EPFO will soon get a tagline to brand itself and this is likely to be followed by a brand ambassador who would be the face of the organisation.
A senior labour mini stry official said the idea is to ensure EPFO becomes a household name and people sho uld make use of it in a big way. “Many of our subscribers who are poor workers are not aware of the benefits like the pension, provident fund and even the deposit-linked insurance scheme under EPFO besides several new initiatives undertaken in the last two years.Hence we aim to reach out to the last mile subscriber,“ the official told ET.
As part of this initiative, EPFO may also renovate all its 120 offices across the country to make them all look similar to the State Bank of India buildings and install its logo and signages on their facades. EPFO recently invited suggestions from its field functionaries on the suitable tagline for the organisa tion. “A need has been felt over time to have a tagline for EPFO that can be used for branding EPFO while publicising schemes, initiatives and a variety of communication,“ EPFO has said in its order dated April 19.
“Suggestions, therefore, are invited from our field functionaries in coining a tagline for EPFO that truly depict its character from the perspective of public, at large. Appropriate reward for this is under active consideration,“ the letter stated.
The functionaries could sent in their suggestions till April 26.
Some brand experts see the initiative as a response to a couple of controversial decisions that somewhat dented EPFO's image recently.
“EPFO has been in a bit of flak in recent months as a result of which it's essentially benign image has taken a hit,“ brand consultant Harish Bijoor said. The government had first imposed a tax on withdrawal of PF money and later restricted the withdrawal of the employers' contribution to it. Both the decisions drew widespread protests from the salaried class and trade unions, and had to be rolled back.
“It is a reputation management process for front-facing government entity, and it can be helpful if there is certain uniformity,“ said Bijoor who feels that organisations such as EPFO ne ed to brush up their image to stay rele vant, original and innovative to their core customers.
The Economic Times New Delhi,26th April 2016


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