S Kumars Nationwide Limited (SKNL) has announced its association with Shah Rukh Khan for its new brand, Belmonte. The new brand, being positioned in the mid-premium range, will be youth oriented and comprise of both suiting and apparels.
Speaking on the occasion, Nitin Kasliwal, MD and Vice Chairman, SKNL, said, “Shah Rukh is the ideal choice for our youth oriented brand as there are strong synergies between the brand DNA and his star persona.” He stated that Shah Rukh’s individualistic style, spirit of innovativeness and versatility inspires the youth and also added that these values find an echo in what the brand stands for.
Talking about the marketing involved for Belmonte, Tarun Joshi, CEO, Brandhouse Retails (A subsidiary of SKNL), said, “We are looking at a complete 360 degree campaign involving TV, print, outdoor, internet and radio campaigns.”
“The brand’s advertising spends will be around Rs 20 crores, with major spends on television,” he added. The brand also revealed its plans to launch an innovative internet campaign soon. The brand doesn’t have a creative agency, but has Mindshare as its media agency.
Belmonte has introduced apparel and fabrics under a single brand under the mid-premium category and it is being distributed across the top 90 cities of the country through large format stores, multi brand outlets and exclusive brand outlets.