Global crystal brand Swarovski plans to launch its new ad campaign by August this year, Sanjay Sharma, Country Manager, Crystal Components Business, Swarovski India, informed exchange4media.com.
The campaign, conceptualised and designed by an in-house agency, would revolve around the theme: Crystallised with Swarovski, he said. “Our newly launched Xilion crystal will also be promoted through a series of advertisements which will run across major national and international print magazines. The statement expressed through the campaign will focus on the surety of the product,” Sharma added.
As he said, international lifestyle magazines like Vogue, Marie Claire etc would feature the campaign. Indian lifestyle publications like Couture, India Valley Birds, Elle would do the same, as well. A tie-up with popular women’s magazine Femina was also being worked out to promote Xilion. According to Sharma, the company, at present is spending around 15-16 per cent of its annual turnover on advertising and marketing activities.
As a hallmark of quality, the company would tag each Swarovski product with a unique label engraved with the words, ‘Crystallised with Swarovski’. “This is the first quality-branding label of its kind and will provide meaningful guarantee in the world of cut crystal,” Sharma observed. The label would be available as sticker, bridge, or tag hanger in a range of sizes.