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LIFW: marketing gimmicks are at the best

26-April-2005
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LIFW: marketing gimmicks are at the best

The air around Lakme India Fashion Week may seem frivolous, however, for brands that have sponsored this event, it's not easy business. At a place, where the whole world is glued to glamour and the 'who's who,' the companies have to be highly innovative to make their brands prominent.

Rightfully, everybody has been assigned a task to serve-from cricketers to filmstars to models. Courtesy, of course, the big fat cheque delivered at their doorstep by the companies for endorsing their products.

The marketing gimmicks are at the best. Brand launch announcements, test drive, trials and some fun! You name it and it's all arranged. While people walking into the Hyundai stall could get a Tucson test drive, Liberty is facilitating makeovers at their stalls. This did not leave Samsung behind, who made their star cricketers, Virender Sehwag, Irfan Pathan and Mohammed Kaif put up a haute display of the "Italiano style." The result was obvious; crowds did flood into the stall, with many even participating in the SMS makeover contests. Moreover, who really wouldn't want the limelight and the 'touch' from Ambika Pillai and the best of designers?

For Hyundai, lifestyle remains the best platform for brand building exercise. Sanjeev Shukla, Manager-Marketing, Hyundai, said, "The fact is that it is not just a fashion event. This is a premier event, which brings in all the prospective consumers who want an upmarket lifestyle under one roof. We are using this event to build brand saliency and at the same time inform customers of our launch of Tucson."

Meanwhile, Samsung has used the ramp to get across to the high-end buyers by displaying the D-500. For Samsung, this is in fact the second year of association with Lakme India Fashion Week. Ruchika Batra, General Manager, Corporate Communications, Samsung India, said, "Last year we had used this platform to promote the X-600 series. This time, of course we added the glamour quotient by including Team Samsung to walk the ramp and promote the phone to the elite class." Interestingly, Samsung also gifted the D-500 to the designers.

Meanwhile, Liberty is getting all the media attention-guess how? By introducing a makeover contest, which is being aired on all the top television channels. Thereby the brand has attained maximum visibility. Anupam Bansal, spokesperson for Liberty, said, "The idea behind the contest is to bring fashion to the masses. The more real people are involved in it, the better."

Meanwhile, the other sponsors, Royal Challenge and DHL, too aren't far behind. While DHL has sponsored the buyers' lounge to house all the rich and famous, Royal Challenge has not only done their bit at LIFW but as part of branding has booked a space in Delhi Times to promote fashion as 'Royal Challenge Designer of the Day.'

However, this does not rule out the stalls that were set up for noble reasons. After all, the rich are the ones who will generously shell out from the kitty, especially at events such as these, for the right cause. One of the reasons why there were stalls for support of breast cancer (Think Pink), for underprivileged children (CRY), among others.

At the end of the day, like they say, money speaks volumes.

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