Over 30% of annual investment dedicated to festive season: Ramesh Kaushik, Blackberrys

Ramesh Kaushik, Vice-President, Brand Experience, Blackberrys, spoke to exchange4media about the brand’s festive launches, investments planned and their marketing strategies

e4m by Anjali Thakur
Updated: Oct 15, 2019 9:12 AM

Menswear retail brand Blackberrys has got into the festive groove by launching special collections, also for the wedding season. Ramesh Kaushik, Vice-President, Brand Experience, Blackberrys, spoke to exchange4media about the festive launches, investments planned and their marketing strategies.

“So our festival campaign started with the onset of Durga Puja and Onam, wherein we are focussing on the AW 19 collection in two product categories - the shirt and the jacket. Now we are continuing that during this Diwali season with the launch of ‘jack pack from casual’, which is the pacakable jacket which can go in a pouch and that pouch is also part of the jacket. Incidentally, we are unveiling the collection on the 15th in Jaipur with cricketer Deepak Chahar,” Kaushik said.

The menswear retail brand is all set for the wedding season too. “A lot of new innovations and multitude collections have been lined up. For instance, one suit can be worn in different ways during the day, so one doesn’t have to carry two pairs. That's how the festival season is lined up for us starting from Puja to Christmas.”

On the kind of investments planned, Kaushik said: “I would say between the brands at an annual investment level, easily more than 30 per cent of our annual investment goes during this period. The medium is getting more precise, because the consumers consumption habits are becoming very singular. So I consume media my way. And that’s the investment approach we have - how do we communicate with the consumers at a singular level as well as on a community level.”

The brand is planning to market their latest collection on Print, Outdoor, Radio and Cinema. The Digital mix will vary from city to city.

The brand in the past has also advertised vastly on the OOH medium. When asked about what role does Blackberrys assign to OOH in their marketing plan and what kind of investments do they make on the medium, Kaushik said: “Typically, in any campaign that we do, OOH would be somewhere between 30 to 45 per cent of the business. We always look at OOH because it gives us a captive audience. It helps in communicating my message on a bigger canvas. We are in the business of fashion, so for me to showcase the product in its true glory is important. It has to have a reliability factor too.”

“The new-age consumers of the new India, what we have seen is that people have an affinity and relativity to some of the locations in the city and if I have a large medium to communicate at that particular point, which typically is OOH it does wonders. So in those cities hence, OOH plays a critical role. Those catchments are synonymous to the culture of the city. And if I have a bigger canvas to play in that catchment, for a brand it helps a lot.”

On the marketing strategies for the remaining part of the year, Kaushik shared, “As a brand, I should be in the consideration basket of a consumer. As a brand category product, I have to be more accessible to the consumer. So, if I were to look at the marketing steps between the brand and the consumer, there are two things essentially that we are looking for. But we are putting focus on that as a brand they are definitely in the consideration basket that would actually make me innovate more, that would actually push me to have something new for the customer every now and then.”

The market is in the midst of a slowdown right now. So how is Blackberrys dealing with it? “People are playing with the mix of the basket. They are being slightly more conscious where to put the money and how much. For us to tide through as a simple marketing strategy, whether it is the upside or the downside when the consumer is in a euphoric state or when the consumer is in the cautious state, as a brand we have to be in the consideration basket right there are things that are still festivals, occasions and weddings. So, they are still buying and people are still gifting.”

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