IBD India, a Percept - Hakuhodo Company, has bagged creative duties of SYSKA Personal Care Appliances division. IBD India, the Agency on Record, has played a key role in the brand’s success since its inception and helped it attain a phenomenal stature in a very short span of time. SYSKA recently diversified its portfolio from LED Lights and Accessories to the Personal Care Appliances (PCA) segment under both male and female categories. Being an ambitious foray for the group, this involved a big business diversification plan in the PCA segment commencing with the launch of an overwhelming portfolio of 30 products, and with more to come soon.
IBD’s role has been paramount in the business diversification for SYSKA, right from devising the diversification strategy to creating a brand architecture, product packaging, and conceptualizing the entire creative campaign spread across TV, Print, and Digital media. It was the agency’s recommendation to rope in actor Sushant Singh Rajput as the brand ambassador for the men’s range of PCA products.
The campaign has used Sushant’s personality and journey to stardom into the narrative. The TVC weaves an interesting story, deeply connecting with the audience, thereby presenting SYSKA PCA in an engaging and grand way.
The female range of personal care products is endorsed by actor Tamannaah Bhatia. The campaign has been crafted stylishly, offering a fresh new appeal complimenting it with an interesting jingle. The campaign gives the brand a high style quotient and takes inspiration from the life of the ‘young’, who are ready to live their dreams and who have the substance and grit to lead their life with confidence.
On their foray into the PCA domain and association with IBD India, Rajesh Uttamchandani, Director, SYSKA Group, commented, “The grooming market is at Rs 2,500–3,000 crore, which is growing year-on-year at 25–30 per cent. Adding to this, there are no organised players in the market, minus the select few, which clearly showcases the massive opportunity that the market offers. We are eyeing a 10 per cent market share, to become the most favoured brand in this category. We envision this category as the second largest growth contributor to our business. Currently, we would be spending Rs 100 crore for the calendar year 2017 and with the help of our brand custodian IBD India, the spends are well strategized across targeted mediums spanning TV, Print, and Digital to maximize reach and desired impact.”
Speaking on the campaign, Rahul Gupta, Founder and Managing Director of IBD India, said, “We were involved right from the beginning with SYSKA in their journey to diversify and enter into the PCA category. It gives me immense joy to see it evolving so well. We wanted to break away from the atypical communication mould and present a fresh new story line for both the men’s and women’s range of PCA products to create high aspiration values for the brand. The campaign has been very well received and has given SYSKA a fantastic launch and a firm footing in the PCA category.”