How Manyavar’s marketing blitz helped it stay ahead of the game

Manyavar spent Rs 67 crore on advertising and promotions in FY19 while H&M India spent Rs 24 cr and Levi’s spent the highest amount: Rs 78 cr

e4m by exchange4media Staff
Updated: Jan 17, 2020 9:20 AM

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Manyavar

Setting growth benchmark in a market where several apparel companies have seen a tepid performance for many years, ethnic-wear brand-Manyavar seems to be on a spree to becoming the most profitable apparel brand in India. It has outpaced even giants like Zara, H&M, Levi’s, etc. with net earnings of Rs 182 crore. Inditex Trent, which runs Zara stores in India, saw a net profit of Rs 71 crore, whereas denim-maker Levi’s profit remained flat at Rs 50 crore, and H&M India’s net profits stood at Rs 45 crore in FY19.

 Moreover, Manyavar brought home Rs 820 crore in revenues during FY19, growing at a CAGR of 20 per cent in the last five years.

 To be sure, the brand has been aggressive in terms of its advertising. The company spent Rs 67 crores on advertising in FY 19. After an extended association with 'Virushka', the brand in 2019, roped in other big names such as Kartik Aaryan, Alia Bhatt, Ranveer Singh and Amitabh Bachchan for their big advertising blitz. And it’s interesting to note that the brand clocked Rs 100 crore worth of sales last year.

 Its rivals H&M India and Levi’s spent Rs 24 crore and Rs 78 crore respectively on advertising in FY19, according to data accessed from business-intelligence platform-Tofler. Levi’s increased its ad spends by 53 per cent from Rs 51 crore in FY 18 while H&M India’s ad spends stood at Rs 20 crore in FY 18.  According to industry watchers, Zara spends less than 0.5 per cent of its annual revenue on advertising. Hence the company’s exact ad spends couldn’t be ascertained.                                                          

 It is also a rare sight to see an H&M ad on TV or on a billboard in India, and the Swedish clothing company is yet to release an advertising blitzkrieg in India. Meanwhile, Levi’s, which has been the biggest spender on advertising among these, this year unveiled the fifth edition of their ‘I Shape My World’ campaign. The music video starred celebrities and influencers like Malini Agarwal, Kubbra Sait, Sandhya Menon and Neena Gupta; the campaign song was sung by Anushqa Sahaney and it features verses by rapper Hard Kaur. Previous editions of the ‘I Shape My World’ campaign saw Hard Kaur, Swara Bhasker, and Anjali Lama making a comeback.  

  Industry-observers credit Manyavar’s recent multiple brand ambassador and spot-on marketing for its improved visibility, thereby creating a top-of-mind recall for the company.  “For a homegrown brand like Manyavar to take on event global giants, like H&M, Levi’s and Zara, big credit needs to be attributed to the brand’s marketing. From casting Virat and Anushka to roping in celebrities like Amitabh Bachchan, Alia Bhatt, Ranveer Singh, Manyavar has deeply imprinted its presence as a mass brand in the hearts and minds of people,” opined Independent brand strategist Gaurav Banerjee.     

 Agreeing to Banerjee’s point, brand-expert Kartik Srinivas asserted: “With a celebrity army at their disposal, the brand has managed to outdistance their brand from others and steal the limelight.”

 It was no less of a casting coup when ethnic wear brand Manyavar roped in one of the most popular real-life couple Virat Kohli and Anushka Sharma for a TVC set to a wedding theme. The commercial titled ‘Naye Rishte Naye Vaade’ touched a whopping four million views and the Internet went into a mushy meltdown. “Right from the time the company roped in Virushka and leveraged them beautifully in their ads, the brand was able to up the top-of-the-mind recall factor by over 10x,” noted independent brand expert-Sunil Gupta.

 Less than two months after Manyavar Mohey got them to exchange wedding vows for the ad film, Anushka Sharma and Virat Kohli actually tied the knot in real life in Italy. While the actors wore Sabyasachi on their big on, Manyavar continued to grab the spotlight. With the association just a couple of months before the wedding, the film stayed fresh in public memory with several people on social media believing that the duo wore Manyavar. And with that, the brand won over lakhs of Kohli and Sharma fans who cannot afford a Sabyasachi.

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