Samsung, after making a mark in the consumer durables, has now decided to enter the Indian market with their watches. Confluence Communication is the agency 'in charge', which will look after the advertising and the marketing of the Samsung Watches.
Confirming the account win, Indranil Chatterjee, Executive Director, Confluence Communication, says, "We got the account recently. And we are actually working slightly more than an advertising agency. We will also be doing the marketing. We have, in the past, worked for watches. So, we understand the market better. We know what people would like, what works and what not for this category." Some prominent agencies are believed to have pitched for the account.
Samsung, in India, is known for its goods like TV sets, microwaves, washing machines and mobile phones. And now it is eyeing the watch market with an approximate turnover of Rs. 50 million per year. The range of the Samsung watches is expected to be around Rs. 2500/- plus. "The range would be in lines with the other imported watches. Definitely it would be Rs 2000 plus. And where the range ends yet needs to be decided," added Chatterjee.
The watches are expected to see the daylight in the next festive season, after Deepawali. The phased launch would include all the high-consumed markets for this category. Says Chatterjee, "We will definitely be present in the metros, which includes Delhi, Mumbai, Chennai and Bangalore."
Talking about the budget allocation, Chatterjee says, "Though, at this point, the budget is hard to define as we are still working on the details but besides advertising, we would also do road shows and events." The company is also toying with the idea of celebrity endorsement, "Well, we are working on the details. And nothing is yet sure,"adds Chatterjee.
The campaigns for the Samsung watches are expected to be out near the next season, post Deepawali. Mutual PR will look after the PR for the watches.