The suiting market is seeing some action of its own. Where some brands like Reid & Taylor are going all out with celebrities and some like Siyaram are reiterating homecoming values, Digjam has taken the positioning of ‘Dressing the World’. The second campaign on the new positioning is being released on October 24 in mainstream media and is expected to be on air until the festive season culminates.
Grey Worldwide has created this campaign, moving around a young global Indian achiever, which, according to Rajiv Pal, Head-Marketing, Birla VXL, was the TG for this brand.
Pal said, “Digjam is a brand that does very well internationally. We have been exporting the product to fashion conscious markets like the UK and the US for years now. But this was really not known in India, and so last year, we changed our positioning to a brand that dresses the world and it has worked very well for us.”
The change in positioning was done a year back, but so far only one campaign at the time of the change was done. Pal explained that while that was creating awareness around Digjam, the new campaign was to reinforce this positioning better in the consumer’s mind. He divulged that the change in positioning had led to an increase in the market share of the brand and the expectation from the new campaign was significantly high.
The campaign is set to break across key channels like NDTV and STAR Network, which house the TG for this brand. In addition, outdoors will play a crucial role too. The print component of the campaign will be concentrated on general news magazines and business magazines. Giving a rationale, Pal said, “This is where our TG largely will be in, so it makes sense to be present in these products.”
The creative brings in the international factor with a young Indian set to address a biotechnology meet in Dallas. Competing with international minds, he clinches a deal and Digjam signs off as the suiting of the confident achiever.
Replying to why Digjam didn’t take the celebrity route after having Shekhar Kapoor as the brand ambassador for a considerable time, Pal said, “Shekhar Kapoor wasn’t really a celebrity when he was associated with Digjam. Also, you must realise that a celebrity comes with pros and cons, and at time, you have no control on the cons. We have taken a deliberate decision to avoid celebrities.”