OCM India Ltd is marching with the times and in a bid to recharge the brand and connect with a younger TG, the company has embarked on a brand re-engineering drive that involves 360-degree advertising initiatives and seasonal campaigns. OCM is also looking at increasing its market share from 9 per cent in FY08 to 12 per cent in FY09.
Rajeev Surana, CEO, OCM India Ltd, explained, “To overcome a lull period between 2002 and 2006, we are now looking at re-engineering our brand by merging the contemporary and the old to give the brand a new feel. By re-engineering we mean taking OCM to a new level, where it will be tapping the young progressive youth in the 22-30 age-group.”
“For this, we have taken a 360-degree advertising route. A new TVC is already on air and new print ads and posters will be out soon. We will follow it up with seasonal campaigns. A recent campaign, Summer 2008, was done in May, which highlighted the light summer fabrics and linen for the ongoing season. The Winter 2008 campaign will be out in time,” Surana added.
He further said, “Grey Worldwide has been handling our account for past one year. In FY09, we are looking at ad spends of Rs 10 crore. Keeping in view the demand for finer fabrics, we will shortly be presenting a new brand, ‘Burlington Worldwide’, in India. The collection will be available in select cities and outlets across India. The formal launch of the brand will be announced in two months’ time.”
Commenting on the campaign, Ameya Khatakkar, Account Manager-OCM, Grey Worldwide, said, “We are trying to capture young successful professionals for OCM. The latest commercial that has been shot in Bangkok highlights ‘the secret of style’, which is the punch line for OCM. We are working aggressively on the look and feel of OCM and emphasising on uniformity for all OCM showrooms – both company-owned and franchises pan-India.”
“Our focus is on brand visibility, for which we are doing a lot of outdoor advertising with banners and kiosks along with the TVC. We are positioning the ads through media where we feel it can reach out to our target audience in the best possible way,” Khatakkar added.
Surana also revealed, “With the objective of establishing ourselves firmly in the overseas markets, an understanding has been reached with internationally renowned brands who will use their resources to promote the sale and distribution of OCM’s export fabrics to customers in Europe, the US and parts of Asia, and help OCM develop, design and market those fabrics.”
OCM has further expanded its domestic retail network with 75 new direct and nearly 750 indirect dealers to strengthen their market share. With customers increasingly preferring to buy readymade garments, OCM has built relationships to supply fabric to brands like Louise Phillippe, Van Heusen, Peter England, Arrow, Pantaloon Retail, Blackberry, Benetton, and Wills Lifestyle (ITC), among others.
OCM’s Winter 2008 collection would have over 550 designs in more than 3,000 shades. This new collection would have various compositions of wool, polyester and several other fibers. The collection would also have two new ranges – a unique double-faced fabric, and the other, a light-weight trouser fabric with round the year wearability.