Tag Heuer: A lesson in marketing 'time'ly luxury

Tag Heuer is betting big on India & is looking at the country becoming one of the top 10 markets for the brand in the next five years, shares Franck Dardenne, GM, LVMH Watch & Jewellery India

e4m by Simran Sabherwal
Published: Oct 9, 2013 8:49 AM  | 3 min read
Tag Heuer: A lesson in marketing 'time'ly luxury

A study by Bain & Co has pegged the Indian luxury market close to $6 billion and growing at 15-20 per cent a year, with the watches and jewellery segment leading the growth. And looking to tap into this growth is Swiss luxury watchmaker Tag Heuer.

Franck Dardenne, General Manager, LVMH Watch & Jewellery India believes that the two most critical aspects while marketing luxury watches are distribution and communicating to the end consumer. He attributed the success of the brand in India to retailers who have played a key role in building the brand from scratch in India. This is due to the trust factor that retailers share with their consumers, whereby advising and influencing the consumer decision. Dardenne added that the consistency which the brand has shown in its advertising over the years has helped reap results. The brand uses the same communication and visuals globally, and though it signed on Shah Rukh Khan as its local spokesperson over a decade ago, the endeavour is to ensure a good balance between local ambassadors and international celebrities.

Looking ahead, Dardenne sees key brands strengthening, leading to consolidation among leading brands. However, the growth of international luxury brands in India has been hindered by government regulations. Dardenne pointed out, “High import duty restricts growth because if the taxes were less, sales would be higher and we could invest more in marketing. Consumers also have an illusion that they pay less if they buy abroad. We take a hit on our margins so that we can offer the Indian consumer the same price here as abroad.” Despite international brands not authorised by law to retail themselves due to Foreign Direct Investment (FDI) regulations, he said that the brand still tries to provide the best retail and after service experience via local tie-ups, ensuring that the customer in India has the same experience that they might have at a Tag Heuer showroom anywhere in the world.

Meanwhile, Tag Heuer is betting big on India and the company is looking to maintain double digit growth rates. “In terms of growth, we have always had a double digit growth and look to maintain the same. This way, we can multiply our business every three or four years and our market share goes up as well. So, from one luxury watch out of six, we become one luxury watch out of five. Our overall goal is to develop the market so that in five years time India will be a top 10 market for Tag Heuer,” shared Dardenne.

For this growth, the company is looking at increasing its customer base in India by targeting the middle class with its broad range of products across price-points. “Having more high-end malls focussing on the luxury segment, which can drive good traffic, will also aid the growth of the luxury market in India,” Dardenne concluded.
 

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Melorra shows why jewellery makes a great gift for men and women in Valentine's Day ad

The #PartnerInSuccess campaign advocates equality in love, effort, time and care in relationships

By exchange4media Staff | Jan 30, 2023 2:29 PM   |   2 min read

Melorra

Valentine’s Day is around the corner, and couples are looking for the best way to express their love and fondness for each other, and it’s often shown through gifts. For this season of love, Melorra , one of India’s fastest-growing D2C brands, is here with its new campaign, #PartnerInSuccess, run across social media platforms. The campaign advocates for equal efforts, love, time & care for partners in romantic relationships.

The idea behind #PartnerInSuccess is that gifting is not a one-way street; women can also express their love through thoughtful gifts for their partners. The campaign emphasises companionship and support in relationships. It seeks to debunk the idea that only men can gift jewellery to their partners. The underlying notion is that relationships have evolved, and so should gifting. This is reflected in Melorra’s video ad.

The ad features a couple supporting each other during challenging times. The video starts with the man, who always stands by his partner during her rough days, ensuring she achieves her goal of being selected for the soccer team. Later, the woman gifts him a ring to appreciate his commitment and trust. The campaign reflects the fact that standing for one another as a couple can go a long way in helping each other fulfil their dreams.

Speaking on the launch, Saroja Yeramilli, Founder & CEO, said, “Valentine’s Day has become just as big a celebratory event as birthdays and anniversaries, especially in terms of gifting. However, it’s often portrayed with only the woman on the receiving end. With our new digital campaign, #PartnerInSuccess, we want to push forward the idea that relationships are about mutual support and efforts, and gifting is not a one-way street. Women can show their appreciation towards their partners through gifts too! Therefore, all customers can choose from our extensive collections that start at the most affordable pricing.”

With 16,000+ designs for Her, Melorra has one of the largest collections of affordable fine jewellery designs that are perfect for gifting.  Melorra has also recently launched men’s collection. This campaign primarily targets men and women between the ages of 25 and 40 and offers jewellery starting at INR 3000. The brand delivers its products in 26,000+ pin codes across India, making its mark throughout, including in villages with less than 10,000 to cities above 1 million.

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IIFL Finance signs Tamannaah Bhatia as brand ambassador

The actor has been roped in to enhance the brand’s pan-India presence

By exchange4media Staff | Jan 30, 2023 1:06 PM   |   1 min read

IIFL

IIFL Finance has signed Tamannaah Bhatia as its brand ambassador with the aim to bolster its pan-India brand presence.

Speaking on the new brand ambassador appointment, Manav Verma, Chief Marketing Officer, IIFL said, “We want to be the loans destination of choice fulfilling dreams and goals of millions of Indians who don’t have easy access to credit. Tamannaah is a top actor in India since the last fifteen years and has a deep connect with our customer segments. The association will further alleviate our brand strengths together.”

Tamannaah Bhatia said, “I am delighted to be associated with IIFL. Being a dreamer, I can identify with dreams of millions of Indians and respect the role IIFL plays by providing credit across India.”

“IIFL Finance’s brand philosophy –“SeedhiBaat” – reflects in their simple, straight forward product offerings and seamless processes, which also resonates with my professional philosophy.”

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Tanmay Bhat puts 'Samay' to good use in new Kotak811 spot

The campaign #SamayKoSahiKaamPeLagao by Schbang stars stand-up comedian Samay Raina alongside Bhat

By exchange4media Staff | Jan 30, 2023 12:55 PM   |   2 min read

Schbang

Kotak Mahindra Bank Limited’s (“KMBL”/ “Kotak”) Kotak811, a semi-autonomous digital bank, announced the launch of its campaign that highlights Kotak811 as the digital bank that lets you do more with your time. The campaign #SamayKoSahiKaamPeLagao features new-age stand-up comedians, Tanmay Bhat and Samay Raina.


Launched in 2017 as an acquisition engine, Kotak811 has evolved to become a semi-autonomous digital bank that offers a range of solutions at the fingertips of customers. 

The campaign reinforces Kotak811 as the digital bank that lets customers do more with their time, thanks to its easy and convenient banking solutions. 

Conceptualized and created by Schbang, this digital campaign comprises a set of 3 ad films, which will be seen across digital channels and OTT platforms. The campaign kicks off with an ad film that is a humorous take on doing more with time, as it shows time being put to better use by literally putting the protagonist Samay (Raina) to better use. 

“The campaign #SamayKoSahiKaamPeLagao aims to encourage consumers to do more with their time by banking with Kotak811,” said Ms Shanti Ekambaram, Whole Time Director, Kotak Mahindra Bank Ltd. “Kotak811 is making banking so easy and convenient with its digital banking solutions, that it leaves one with more time to do things they like. Kotak811 is positioned as a preferred mode of banking for those who feel traditional banking can take up a lot of their time.” 

Akshay Gurnani, Co-Founder and CEO of Schbang, said, “Kotak811 wanted to highlight the convenience of digital banking. Understanding our audience, we knew collaborating with the popular duo - Tanmay Bhatt & Samay Raina would amplify our messaging and draw the right eyeballs. The campaign is overall aimed at showing how the 'Samay' you save by digitally banking with Kotak811 can be spent doing things that actually matter to you.”

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SBI Securities unveils new brand identity

The new logo retains its iconic SBI logo unit

By exchange4media Staff | Jan 30, 2023 12:41 PM   |   1 min read

SBI

SBI Securities has unveiled a new brand identity with aims to strengthen its relationship with customers.

Deepak Kumar Lalla, MD & CEO SBICAP Securities Ltd said, “Our mission is to develop financial solutions that make it easier for our customers to create trusted experiences, while enabling everyone to feel safe and secure in the digital world when it comes to investing. We believe our new tagline “Investment Aur Trust, Dono” has a customer-centric approach and the vital role we play in being their trusted partner when it comes to their investments”.

He further added, “The new avatar reflects the brand’s core values - ‘Simple, Adaptable, Accountable, Trustworthy, Happy, and Innovative, which represents the brand’s vision and strategy as we focus on accelerating our growth trajectory.”

The company stated that conceptually, aspects of ‘Investment & Trust’ were developed to reflect the digital investing experiences are enabled for consumers, by being their trusted investment partner. The new logo retains its iconic SBI logo unit.

The refreshed brand identity manifests itself through its app, website, offline branches, and all branded assets.

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PUMA ropes in Indian cricket captain Harmanpreet Kaur as ambassador

Harmanpreet joins the PUMA roster comprising celebrated sportsmen like Virat Kohli, MC Mary Kom, Yuvraj Singh and Sunil Chhetri

By exchange4media Staff | Jan 30, 2023 12:23 PM   |   2 min read

Puma

PUMA India has announced Indian women’s cricket team captain Harmanpreet Kaur as its latest brand ambassador.

The brand had earlier posted a cryptic teaser video of a player taking position at the stumps and quizzed the audience to guess PUMA’s next brand ambassador. PUMA tracked comments of consumers on Instagram and Twitter, native shopping platform Puma.com and retail stores.

According to the 5000 responses collected over 36 hours, 80% of the consumers surprisingly assumed the brand ambassador to be a male cricketer.

PUMA followed it up with a video that revealed Harmanpreet as its new brand ambassador, thereby breaking moulds, busting archetypes and creating a strong culture for women in cricket and overall sport.

Harmanpreet joins PUMA’s illustrious roster, which consists of some of the greatest names from the world of sports, including Virat Kohli, Usain Bolt, Neymar Jr and Sunil Chhetri, boxer MC Mary Kom, cricketer Harleen Deol and para-shooter Avani Lekhara.

“We are delighted to welcome skipper Harmanpreet Kaur into the PUMA family. The way she plays — bold and fierce cricket - she is the perfect fit for our brand which embodies the same qualities and ethos. As a brand, PUMA has always stayed ahead of the times and committed to support, celebrate and empower women in sports. This association is a massive step in that direction. Harmanpreet is a sporting icon and, with this partnership, we hope to inspire younger generations and help Indian women’s cricket reach greater heights,” said Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia.

As part of the partnership terms, Harmanpreet will endorse the brand’s footwear, apparel and accessories through multiple activities and campaigns throughout the year.

“Not many know that I hit my first ODI century in 2013 in a pair of PUMA boots that I received as a token of support in my early years from the brand. Exactly a decade now and I have been roped in as the face of PUMA. I am thrilled to join the biggest sports brand in the country with a star-studded roster. It’s heartening to see a brand such as PUMA support the growth of Indian women’s cricket; it’s crucial for bolstering progress. This is just the beginning and I am sure this association will encourage a lot of women who dream to make a career in cricket. I look forward to an exciting journey ahead,” Harmanpreet said.

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Yashraj Mukhate’s new song is an ode to KFC Chizza

The internet sensation has created a foot-tapping number composed entirely of the comments on KFC's Instagram page

By exchange4media Staff | Jan 30, 2023 12:22 PM   |   2 min read

kfc

After KFC brought its iconic Chizza back, internet sensation Yashraj Mukhate has created a track which captures the feelings of all the Chizza fans who rallied for the product’s return.

Ever since the dish was launched for a limited time a few years ago, fans have been eagerly awaiting its return. It’s this fan longing that finds itself at the centre of The Chizza Comments Song. Colonel Sanders, Yashraj and the all-chicken, no-crust Chizza take centre stage in the fun video released on Instagram. Yashraj mixes some of the best comments KFC has received asking for the Chizza’s return with his trademark beats!

With catchy tunes set against popular comments such as “Ae koi toh ye unqil ko bolo ke pehle toh yeh Chizza waaps le aaye.”, “Inn logo ne chikan ko crust bna dya brooo.”, and “My mouth is watering like a sink.”, the music is sure to get your feet tapping within seconds. Add to this, some groovy dance moves, and you have all the recipes of a cruncheesy blockbuster.

In the video, Yashraj also personifies each of the KFC fans through various personas – from that hip-hopper friend to the neighbourhood aunty and many more.

Speaking about the track and his partnership with KFC India, Yashraj Mukhate said, “Food and Music are my OG loves. And I was one of those fans rooting for the Chizza to come back. Imagine my happiness when it actually happened. I thought I’d commemorate the occasion the way I know best – by singing about it. So here we are! I hope I’ve been able to bring out the emotions of fans like me through the Chizza Comments Song and that people out there enjoy listening to this track as much as I enjoyed working on it.”

With more than 3 lakh views in less than 48 hours, the tune already has the Internet grooving.

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UpScalio-owned Hestia and Homepuff onboard Neha Dhupia as brand ambassador

Dhupia will appear in the digital advertisements of the brand, and Hestia and Homepuff’s social media campaigns

By exchange4media Staff | Jan 30, 2023 12:04 PM   |   2 min read

Dhupia

UpScalio’s home and kitchen brands - Hestia and Homepuff - have partnered with actor Neha Dhupia to onboard her as the face of the brand.

In the ad for Hestia, Neha is seen making Samosas in their Easy Peek Air Fryer with almost zero oil, highlighting the virtues of this type of cooking. She has also appeared in another ad for the brand, endorsing the benefits of its cold press juicer.

For Homepuff, Neha has endorsed its new line of cast-iron cookware and the bestselling HeatPro range of lunchboxes. The ad exhibits the ease with which one can consume fresh home-cooked food with the help of Homepuff’s technologically advanced products.

Speaking on the campaign, Nitin Agarwal, Co-Founder and CGO, UpScalio, said, “Neha Dhupia is a bold voice in the health and nutrition community, and aligns perfectly with our vision for Hestia and Homepuff. These brands have achieved immense growth over the past year and we'd like to reach an ever larger audience with our health-first products. With the new year starting, this was the perfect time to expand customer reach and awareness around their product portfolio and their health benefits. We can’t wait to see how customers respond.”

Dinesh Vardhan, Founder, Homepuff, said, “Homepuff has grown at an incredible rate in the last year, and its new products have garnered great ratings and reviews on online marketplaces. 

Associating with a personality like Neha Dhupia will boost the brand’s reach and unlock multiple customer segments. We’re expecting the brand to reach even greater heights from here.”

Neha Dhupia, said, “With our professional lives taking centre stage, it’s becoming tougher to allocate time and attention to health and nutrition. Hestia’s range of kitchen appliances and Homepuff’s cookware and kitchenware line of products will help customers boost their health with minimal effort. I’m personally excited about the vision of these brands and can’t wait to see their impact on the Indian customer.”

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