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We chose World Cup as it complements the seasonal timing of our products: Sanjay Behl

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We chose World Cup as it complements the seasonal timing of our products: Sanjay Behl

Sanjay Behl, CEO of Raymond talks about the specialized role of print and TV in media, and Raymond’s marketing plans by using the World Cup as a platform for its products.

Do you see spends on print continuing and occupying a largest pie of media spends?

I endorse that but comparing every single medium to each other like apples to apples is also not fair. Each medium has a completely different role to perform. Each of them have a very different role in the overall marketing game or marketing mix the way we see it. Television in my view will continue to remain for a very long time to come the most cost effective medium for pan India brands to reach. So if you are national brand with multi-tier penetration of distribution, both urban and rural, then television remains the obvious first choice given the cost effectiveness and the impact. And within television if you pick up the right properties like the Cricket World Cup or the top shows then it remains the obvious choice for any marketer who is looking at pan India. Print has a very different role to play. It can be a reminder medium and it can also be an advisory medium given the copy flexibility that print gives. But more importantly FMCG brands and unorganized sectors like the food confectionary industry, utensil cleaners, etc. have started branding. The first stage for them is to make their brands popular in a local area. So clearly print will have a role to play. My sense is that print will continue to play a big role not on the back of political gains that it got last year but on the dramatic growth of brandization which we are seeing in tier 2 or 3 towns.

What was the reason behind Raymond’s association with the World Cup?

Raymond is a very strong and iconic brand. If you look at the basic spontaneous awareness, it has 95-100% awareness and brand preference levels are at 65%. So for a brand that has got the highest reach pan India across urban and rural markets, clearly TV becomes a preferred medium to create an impact of any new product we want to launch. That was the reason for choosing television. Why cricket? Because that it is one thing which really unites the country. So the choice was taking either IPL or World Cup and we favored the World Cup given the seasonal timing with our products there. We have been working on two very critical interventions in the market one them is ‘Made to Measure’ that Raymond has launched. It has been there in the market for a long time but we wanted our physical retail presence and our online offering of Made to Measure to fall in place, apart from obviously getting the product and service right. So with all these ingredients in place we thought it was time for us to go pan India and no better medium than the World Cup for us to really ride on that. There is another intervention that we are planning to go forward as the World Cup moves to the quarter final stage is the launch of Linen. We are getting into 100% pure linen which is going to be the finest linen that an Indian consumer has seen. World Cup becomes an obvious choice over IPL because we captivate most of the summers with this. So the basis was the product and business requirement, TV being the right medium and the timing, everything fell into place for Raymond to have chosen the World Cup. 
What was the reason behind the decision for Raymond to also advertise on DD too for the World Cup?

It will compliment us. Doordarshan’s reach is unparalleled compared to any cable penetration that India has seen or satellite penetration that India has seen. Raymond has taken DD also because we want to ride on the entire pan India reach. 

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