BPL Mobile Communications, the country's oldest mobile telecom service provider, has changed its name to Loop Mobile following the expiry of its brand-use agreement with the TPG Nambiar-owned BPL Group.

The company, which faces an ownership battle between the Ruias of the Essar Group and the UK-based Vodafone, does not expect 'any issues' to arise from the change.

"Loop is an extension of an ongoing campaign, Get in the Loop, and it will be easy for our subscribers to identify with this new brand name. The new name signifies a vibrant company and appeals to the youth of the country," said BPL Mobile Director and CEO Sanjeev Chachondia.

The new logo of Loop Mobile has been designed keeping in mind the youthful vitality, excitement and freshness that the company stood for, he added.

It is planning a multi-hued campaign -- green, purple, pink and blue -- for the new brand, as against the conventional mode of a company trying to identify itself with a single hue.

Chachondia said the change in brand would not give rise to any issues, as there was no change in ownership or shareholding.

The Essar group-owned company's agreement with the Bangalore-based BPL group for using the brand was being renewed on a yearly basis. The contract expires at this end of this month.