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National & local brands employ innovative marketing strategies down south this Diwali

National & local brands employ innovative marketing strategies down south this Diwali

Author | Deepa Balasubramanian | Monday, Oct 27,2014 8:14 AM

National & local brands employ innovative marketing strategies down south this Diwali

Diwali is always a time for anticipation with fervour, as brands focus their energies on celebrating this time with as much gusto as the customers. exchange4media grabbed the opportunity to speak to some of the brands to understand their marketing strategies and their advertising campaigns for the festive season in South India.

TTK Prestige maximised advertising presence and salience across TV and digital media. They have stayed out of the print media this year since they believe the clutter is too high. 40 per cent of their annual ad spends takes place during Diwali.

Chandru Kalro, COO, TTK Prestige said, “The customer is a value seeking customer with demand still sluggish. Hence we have product offerings that maximise value to the customer. We have also launched several gift set offerings for the festival. We spend 95 per cent of our money on TV and five per cent on digital.”

There has also been a rise in the advertising budgets in the consumer electronics segment. For instance, Celkon Mobiles have noted an increase of about 20 to 25 per cent in the marketing spends across the industry this year as the digital medium has been very active for brands.

Celkon Mobiles has come out with some interesting offers for the customers which is planned to be marketed through various ATL and BTL activities. This year television has taken an important pie for the group.

Talking about the plan, Murali Retineni, Executive Director, Celkon Mobiles said, “We have some of the exciting models being launched this time of the year. For Diwali we have tied up with e-commerce portals for offering online deals for our customers. We aim to be present at all touch points for our customers. Hence our marketing spends are strategically divided between print, television and digital advertising. Celkon spends 50 per cent on television, 30 per cent on print, 10 per cent on digital and 10 per cent on other advertising activities during the festival time. ”

In a bid to declare Dell’s intent to be present with the customer through the festive season, Dell has invested in a 360 degree campaign. Dell, recently launched two new festive television commercials under the theme ‘Stay Connected – Dell Se,’ amplifying Dell’s initiative to keep customers connected with their loved ones through the use of connecting devices from Dell.

Ritu Gupta, Director, Marketing, Consumer & Small Business, Dell India said, “Technology has become thoroughly engrained in the lives of consumers as their personal devices become hubs for their virtual worlds. As a brand, Dell has ensured adequate investment in a time frame which sees accelerate purchase behaviour, with the festive season seen as a time for bringing home and gifting on a large scale. Considering the positive sentiment in the market with respect to the festive season, Dell has increased its investment in the festive season by 15 to 20 per cent as compared to ad spends in the first half of the year and is expecting a positive quarter in the background of auspicious occasions like Diwali.”

Some of the local retail brands in Chennai such as RmKV, Pothys, Chennai Silks have more or less the same strategy of delivering quality products, bringing new collections or creating some kind of innovation and rendering quality service. There has not been much increase in the budget in the retail market. But Pothys have increased their advertising spends. Last year they spent close to Rs 3.5 crore and this year they will be spending close to Rs 4.5 core.

Pothys has come out with an initiative of naming the segments for women, kids and men’s category. For instance, silks sarees have been named as Vasundhara Satin, designer wear is named as Tina and Nita designer saree and casual wear is named as Jessie and Leela saree.

Speaking on the thought process behind this initiative, Arockiaraja M, Manager- Advertising, Pothys said, “We feel that this will attract the customers’ attention and also help customers in identifying sarees easily. This has been in practise for last two years during every Diwali. For us TV is the major medium and we spend about 50 per cent on TV, 30 per cent of print and 20 per cent on radio and OOH.”

Sivakumar, MD, RmKV Silks said, “This is the time when we launch our year’s innovations. This year too we have two important innovations launched in Silk sarees. They are Varnajalam and Vanasingaram. The Varnajalam saree has 60 unique metallic colours and is woven by our master weavers using a patented technique. The Vanasingaram saree is a revival design of the traditional Vanasingaram saree in a trendy manner using Paithani style weaving by adopting our own patented KV technique. We have also launched festive collections on the sphere of colour and colourful collections for kids and men. ”

He added, “ In our estimation, this festive season might see at least 20 per cent higher than last year’s media investments. RmKV Silks ad investments are skewed towards TV, followed by print, radio, OOH and digital. Usually a quarter of their annual budgets are invested in the festive period (pre Dussehra leading upto Diwali).”

While another saree brand Chennai Silks have been concentrating on quality product and quality service. They have introduced a Klaus parking system which allows the customers to get their car within two minutes. Such a system in T Nagar, which is believed to be the hub for shopping and which remains crowded on almost 365 days has helped the brand to get more customers. Chennai Silk spends close to Rs 5 crore each season on advertising and 20 crores in a year, out of which 10 crore is for TV alone. Jewellers see print as a major medium for reaching out to customers.

During Diwali the order of preference in purchasing for consumers goes like this- clothes, electronic products and jewellery. So NAC came up with a Bonus Diwali campaign. The campaign is aimed at price sensitive customers. As at NAC, gold starts from as low as Rs 1000 and goes up to the range of Rs 45,000. They have tried to concentrate on the bottom of the pyramid and brought the thinking that gifting gold to your dear ones is possible. They also have offered Rs 500 off on exchange of old gold products.

NAC Jewellers spend 50 per cent of their budget on print, 20 per cent on TV, 15 per cent on Outdoor and the rest five per cent is fragmented between radio and online promotions.

T S Kalyanaraman, Chairman and Managing Director, Kalyan Jewellers remarked, “As a corporate policy, we do not have any festive offers but we do launch new designs for all age and tastes in gold and diamonds for diwali. We would be spending between Rs 10 to 15 crore on television, Rs 4 to 5 crore on print and Rs 1 to 2 crore on digital platform this season. The total budget including south would be approximately Rs 35 crore.”

Deepika S Tewari, GM- Marketing, Jewellery Division- Titan Industries Limited said, “This Diwali promises to be a bigger, better and brighter Diwali unlike the past few years as the customer sentiment is upbeat. However the customer is viewing it with cautious optimism and hence will spend wisely. In this sentiment the customer is best poised to buy gold. Tanishq endeavours to make this Diwali special for everyone and that’s what reflects in our new TVC. Tanishq is underlining the emotional/ cultural significance of gifting gold as we believe that, a gift is always priceless, whether it’s small or large. We have launched our festive gold collection so that the customer can indulge in gold this year. We intend to have an emotional connect with our creative campaigns and not through larger than life campaign spends.”

Tanishq spends close to Rs 85 per cent of ad spends on TV, print and outdoor medium and the rest is spent on digital and other BTL activities.

While for TI Cycles, Diwali spurs sales in products for their lower age group consumers (2 to 14 yearr olds).

Rajesh Mani, Head- Marketing, TI Cycle said, “During Diwali we concentrate more on BTL activities and retail activation in terms of retail store merchandising and some consumer offers, we spend close to 10 to 12 per cent off our annual retail budget. Kid’s and tween category products sell the highest in this season. Our BSA Cycles and Hercules Roadeo bring a spurt in revenue. During diwali we increase our retail advertising spends by 10 to 15 per cent.”

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