Over the years, popular taglines and brands have become synonymous with each other, and in some cases, these catchphrases have even entered the common’s man lexicon. However, no matter how memorable these phrases are, brands have eventually looked to come up with catchier phrases in a bid to remain contemporary. An exception to this is TTK Prestige, which has chosen to go back to its popular and iconic tagline, ‘Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar’, in an effort to remain contemporary.
According to Chandru Kalro, Chief Operating Officer, TTK Prestige, the brand’s old positioning was feature-led, which got copied and the differentiation ended after the first mover advantage. The kitchen appliances brand thus felt the need to go beyond just the features and reach out to the consumer’s emotional side and also distance ourselves from the competition, who brought out similar ads.
Kalro explained, “Through our consumer research, we found that couples increasingly shared responsibilities in the kitchen and also bonded here. We also found out that our old tagline had an instant connect with almost a 100 per cent brand recall. So, we decided it was time to get that line back rather than search for a new one. With our new campaign, we are looking at portraying the Indian woman as being a thinker and ideator, who considers her better half as her equal.”
He added, “Even in smaller towns, the relationship between couples is a very aspirational thing; that is why we believe that this core emotion transcends demographics as well as geographies, because what we are trying to show is simply love, food and togetherness.”
As part of the image enhancement, the brand has also roped in husband-wife duo of Aishwarya Rai Bachchan and Abhishek Bachchan as brand ambassadors. The company has also tied up with Sab TV for their new show, which is incidentally titled ‘Jo Biwi Se Kare Pyaar’, and the company says the focus of the show is entertainment. Kalro said, “When we started this association, we did not want this to become a boring, hard sell association. I cannot be saying with a lot of certainty, but I can say this with a lot of confidence, that what we have tried to do is avoid the ‘branding’ effort. What we have tried to do is focus on the romance and aspirational relationship, which people can’t get bored of. We are not looking for daily problems and solutions here.”
With the focus on being relevant to the customer, each category has been segmented by various price-points, features, etc. and the company aims to have the widest range of products, which have a price value equation that is positive for the customer. Looking ahead, the company, which aims to have a Prestige product in every Indian kitchen, is banking on its legacy. With the festive season underway, Kalro mentioned that the brand will be very active and salient in the media to firmly establish its new campaign and tagline.
TTK Prestige also looks to be the largest spender in its space in the coming months and years. “We are in the over-investment mode. Whatever we are doing is a contrarian view. We are building a brand beyond what it is today. We are leaders, but we want to send a message that India is not a market that you can keep down for long. The consumer goods sector is likely to be dull till the elections, but we have grown,” he added.
Commenting on Prestige’s marketing strategy, Kalro said, “The one change is digital as an add-on media to constantly communicate with today’s modern couples. We look to communicate with our customers wherever they go, without being obtrusive – be it on digital or even cinemas. We have two Facebook pages – one is product-led for various kinds of lifestyles and the other is food-led, which is all about recipes. In both these pages, we have encouraged customers to come on and post content, so that whatever happens is contributory rather than manufacturer speak. We are adding another page titled after our campaign tagline, ‘Jo biwi se kare pyaar’, and have also revived our Twitter handle.”
The brand, which has a strong presence in the South, is now focussing on the non-South markets and looking to gain market share by promoting inner-lid segment pressure cookers in the HSM markets. While pressure cookers continue to be the mainstay, growth in the rest of its portfolio has been significant and the company says that new launches will continue across segments.
Kalro shared that about 12 years ago, pressure cookers contributed about 80 per cent of the company’s revenues. Today, while the category has grown significantly, pressure cookers bring in 45 per cent of the total revenues. On the biggest challenge that the brand faces, he said, “The core challenge is to constantly stay relevant to the customer, constantly prove to the customers that the value equation that they have with our brand is better than anybody else, because we are not a company that fights on price. We are a company that fights on value and we constantly look at adding value significantly so that we can take an appropriate price for the value that we are giving.”