he BSE is trying to get itself a brand new image. And considering the bull run that is on, the occasion is certainly appropriate. Late last month, the BSE ran full page ads in prominent dailies with a smart new logo. The purpose was to announce that Asia�s oldest stock exchange is now a corporate entity and will be called the Bombay Stock Exchange Ltd.

What does this mean for the 130-year-old exchange? "At one level it represents a change in legal status from an association of persons to a Ltd Company. But at a more fundamental level, it is an emotional and cultural transformation," says Kiran Khalap, partner, Chlorophyll Brand and Communications Consultancy, the agency on record for BSE. Chlorophyll was selected from a three-way pitch for the account.... more