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Singtel sticks with lampooned slogan as it launches six new TV channels

Singtel's rebrand reveal last week

Singtel’s ‘Let’s make everyday better’ brand reveal last week

Singtel appears to be sticking with a slogan that has been widely criticised for being grammatically incorrect as it announces the launch of six new channels on its TV network in Singapore.

Singtel TV – formerly known as Mio TV – is to introduce women’s channel DIVA HD, pop culture brand E! Entertainment HD, Japanese entertainment channel HELLO! JAPAN, Japanese news channels NHK World TV and NHK World Premium and kids station Toonami to its pay-TV network, the company announced this afternoon.

In a press release, the MD of Singtel TV, Goh Seow Eng, is quoted as saying that the launch of the company’s first Japanese entertainment channels – which are initially free to watch – “is part of our effort to make everyday better for our customers.”

As Mumbrella’s readers pointed out last week, a “the” should run before the word “everyday” in Singtel’s new ‘Let’s make everyday better’ slogan – or a space is needed between the words “every” and “day” for the wording to make sense.

Neither Singtel nor the company’s ad agency Ogilvy have acknowledged that the grammar used in the slogan is wrong or responded to questions about whether they will change it. Instead, they have chosen to explain the thinking behind the use of “everyday better” as a brand proposition.

One commentator suggested that the wording sounds fine in Singlish, the unofficial but most widely used language in Singapore, which uses a mixture of English, Malay, Hokkien, Cantonese and Tamil words.

Last week, a Singtel spokeswoman told Mumbrella that the “everyday” in the tag line “refers to the day-to-day things that matter most to our customers. Singtel is committed to addressing these concerns to ensure a more seamless and effortless experience for our customer.”

Singtel's new fleet of cars

Singtel’s new fleet of branded vehicles

A branding expert told Mumbrella today that the scope of work for a project of the size of Singtel’s would typically cost between S$500,000 to S$700,000 in terms of agency fees, and the implementation of the rebrand – which includes store signage, interiors, corporate signage, collateral, billing statements, the website and branded vehicles – would run into millions of dollars. A Singtel spokesperson has been quoted as saying that the rebrand cost was “substantial”.

Singtel’s rebranding project took around a year to complete, Mumbrella understands.

The new Singtel TV channels will be available for free until 5 March. Pricing details are to be announced soon, the company has said.

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