Tata International Ltd, the global trading arm of the Tata group in leather and leather products exported, has announced its foray into footwear retail. The company has launched ‘Tashi’, a footwear retail chain. Taking this forward, Tata International has appointed ZenithOptimedia and Leo Burnett India to handle its media and creative business respectively. The appointment came through a multi-agency pitch.
Deepak Deshpande, Vice President, Retail, Tata International Ltd confirmed the appointment of its agencies on record. Explaining the marketing strategy, Deshpande stated, “We have just launched and our strategy will be on the basis of evaluating our markets. However as far our advertising and media spends are concerned, we plan to invest 8-10 per cent of our turnover in the near future.”
However, Deshpande did not divulge the targeted growth or the account size on the business.
On the launch of Tashi, Deshpande said, “We are pleased to announce the launch of Tashi, our multi-brand footwear and accessories retail chain and the opening of the very first store in Mumbai. Tashi will redefine the branded footwear retail space and will provide the Indian customer with a range of globally designed footwear and accessories on an international store ambience coupled with excellent customer service.”
On the win, an elated Satyajit Sen, CEO, ZenithOptimedia, commented, “It is a great win to acquire from a statured brand such as Tata. It is a moment of glory for the agency. We are very excited to do some good work for Tashi, especially for a sector such as retail where it observes both opportunities and challenges of its own to grow in the retail sector.”
In its first phase of rollout, the brand has already kicked off with outdoor campaigns. The media mix will involve outdoor, radio, in-store advertising followed by digital innovations. However, the campaigns will be rolled out in phases and currently the campaigns were kicked off as a teaser campaigns in its launch phase for its retail store rollout.
In the first phase of rollout, Tata International will open six exclusive Tashi stores in Mumbai, New Delhi and Chandigarh. The retail chain will have exclusive stores located at high streets, major city markets and leading malls to ensure maximum brand visibility and customer accessibility.
Tata International is in the leather business having collaborated with international fashion brands and retailers in the manufacturing, design and supply of footwear and accessories.
inputs from Tasneem Limbdiwala