British luxury apparel brand Alfred Dunhill is all set to strengthen it presence in India and one of the suggestions that Percept Talent Management (PTM) had for the brand was to associate with film director, producer and anchor Karan Johar. Johar has been roped in as the PR ambassador for the brand. As is known, the brand ambassador for Alfred Dunhill globally is actor Jude Law. Law would continue to be the face of the brand and would be seen in the multimedia communication of Alfred Dunhill.
Johar, however, would take the brand everywhere he goes in India as the PR ambassador. This implies that he would wear the brand to parties and his shows; he would talk about the brand on various occasions and even plug it in the brand in his movies. PTM has organised various events as well where Johar’s association with Alfred Dunhill would be seen.
Vinita Bangard, COO, PTM, said, “Alfred Dunhill has repositioned itself as a younger, trendier brand, and ‘brand Karan Johar’ fits the bill perfectly on those counts. It was really a win-win strategy for both. Karan would be the India representative for Alfred Dunhill.”
PTM has worked this out as a one-year association, and some of the activities from Alfred Dunhill featuring Karan Johar would be seen in the next few weeks.
Our typical marketing budget is usually 10 per cent of the topline spend