Having made a turnaround in its domestic textiles business, Bombay Dyeing and Manufacturing Company has decided to increase its emphasis on brand building rather than rely on promotions to boost its image.
Mr Aloke Banerjee, Head (Domestic Business), Bombay Dyeing, said: "Today we have made better deployment of our resources and utilisation of ad spends. There are plans to have 2-3 ad campaigns every year."
Having unleashed a Rs 5-crore ad campaign last year, this year the textile major has unveiled its first campaign with a budget of Rs 5.5 crore. Featuring the Gladrags mega model 2004, Ms Amita Hotkar, as the new face of Bombay Dyeing, the company wants to reinforce its dominant position in the bed sheets and towels market.
"It is increasing competition which has made our focus more on brand building than just promotions," says Mr Banerjee. Unleashing its second mega campaign within a span of eight months, the latest campaign has its model handpicked by the Chairman's wife, Ms Maureen Wadia, who has again associated herself with the Bombay Dyeing campaigns.
With a penchant for working with smaller ad agencies, Bombay Dyeing had appointed St Luke's Advertising last year, while the media buying was entrusted to Initiative Media. Having posted losses last year, the company this year has managed to post profits after restructuring its operations which included rationalising its manufacturing operations and shutting down its unit in Wadala.
At present, manufacturing continues at its existing bleach works factory in midtown Worli in Mumbai, but the company is on the look out for new facilities which will help it in further saving of costs.
Explaining the reasons behind the losses posted by the company in past, Mr Banerjee says, "Basically, it was due to the restrictive quotas and several costs incurred by the company." With the dismantling of quotas post 2005, Bombay Dyeing is hoping to regain its looses in export turnover as well. Now, exports account for almost 50 per cent of Bombay Dyeing's turnover.
Meanwhile, the company is yet to make an impact in the readymade business with its Vivaldi brand. Having offloaded the shirt brand to Proline India, Bombay Dyeing subsequently picked up a substantial stake in the company. "Vivaldi is still finding its bearings and there is no campaign planned for the brand as yet," informed Mr Banerjee.
Meanwhile, the Rs 1,000-crore Bombay Dyeing is all set to enhance its image in the textile industry by spending lavishly on its company brand with its baseline `Bring Style Home'. Adds Mr Banerjee, "We want to project Bombay Dyeing as an aspirational brand and our advertising is targeted at building the mother brand of Bombay Dyeing."