The footwear major, Liberty Group, in a major shift in its advertising strategy is going to more than double its ad spend this year. Speaking to exchange4media, the Liberty Group's Executive Director, Adarsh Gupta said that this year more than 5% of the Group's total sales of Rs.350 crore will be spent towards advertising. That makes an ad budget of more than Rs.17 crore for Liberty.
The footwear brand till now had been spending only 2% of its total sales in advertising related activities for the last couple of years. Aborting its low key advertising strategy, Liberty has gone aggressive with a more youthful and catchy ad campaign to communicate the new positioning of the brand. Gupta said," Liberty was considered as a comfortable, durable and value for money footwear brand till now. We are trying to change that perception through our new ad campaign. The idea has been to give it a more vibrant and contemporary appeal positioning it as a fashionable brand." The new campaign has been conceived and released by Montage Advertising.
Terming advertising as the fuel for the growth of any industry, he further said that in order to maximize the impact, the promotions should be done for a limited period only instead of carrying it through out the year.
Liberty has 10 sub brands including Glider, Force 10, Fortune, Windsor and Senorita under the Liberty brand umbrella. Despite a complete family footwear portfolio, Liberty has been facing stiff competition from Bata, Action, Woodland and a host of international brands including Reebok, Nike and Addidas, in the 8,000 crore strong Indian footwear market.