Estelle, the fashion jewellery brand, plans to launch an advertising campaign in TV, print and outdoors in mid-July. Mumbai-based ad agency, Buggs and Kale, will handle the advertising. Ad guru Alyque Padamsee is Normak Fashions' advisor on marketing and communications. The company plans to spend 6-7 per cent of its turnover on the advertising campaign.
According to the sources, focus of the campaign would be that Estelle offered designer jewellery, Westernised and delicate, in keeping with youth preferences. The campaign would be in English.
The company has lined up a series of marketing activities for the brand. This is the first time that it will be advertised on the electronic media. Apart from new collections' launches, the brand will also expand its presence in the market. It aims to have three exclusive stores in strategic locations across the metros of Kolkata, Delhi, Bangalore, Mumbai and Hyderabad. The Estelle corners in retail and lifestyle stores will be designed to improve their visibility.
Estelle's exclusive store in Chennai is likely to open later this year while in Thiruvananthapuram its store would be "enhanced". A tie-up with Chennai-based retail store LifeStyle is also on the cards. It also does cross-promotions with corporates and has in the past been associated with Hindustan Lever, Henkel SPIC, Goodricke Tea, Emami and CavinKare, to name a few.
To get Estelle recognised as a fun brand, the company is negotiating with a multinational company for slot machines to dispense beverages and soft drinks in its exclusive stores.
Its tie-up with the Taj group of hotels in Hyderabad would be extended to other parts of the country. Purchase of jewellery worth Rs 500 or more entitles customers to a discount at the hotels' restaurants while a bill of Rs 1,000 or more incurred at these restaurants will win customers an incentive to buy Estelle products. The company is also exploring tie-ups with fast food chains.
Normak Fashions is also focusing on customer interaction through questionnaires and direct mailers. It aims to educate women that fashion jewellery is a statement of style and beauty and not imitation jewellery.
The company is going to launch a new range of jewellery targeted at the 15-35 years age group. It would be lightweight and "ethno-contemporary" in design and would include party wear and evening wear as well.
The Estelle brand includes 24 carat gold-plated and silver-plated jewellery, apart from trinkets in rhodium and dull and antique gold finishes. It thus differs from other branded jewellery makers such as Tanishq and Oyzterbay, which use real gold. Estelle's prices range from Rs 4000-5,000.