We are looking forward to bulk up our distribution drive: Saurabh Gupta, Vanesa Care
The Director & CMO of Vanesa Care spoke about the brand’s plans to improve its width and depth of distribution
Published - Oct 9, 2017 8:39 AM Updated: Oct 9, 2017 8:39 AM
Denver, the leading brand from the manufacturing hub Vanesa Care, has emerged as a differentiated player in the cluttered deodorant market, thereby creating a niche space for itself. The brand also recently signed up actor Shah Rukh Khan to endorse its deodorant. Saurabh Gupta, Director & CMO, Vanesa Care, spoke to exchange4media revealing the brand’s business plans to earn the pole position in the market, their recent TVC starring King Khan and more.
Tell us about your marketing strategy and your plans to scale.
We are gearing up in all the aspects of the business and have launched an integrated marketing campaign with a two-fold strategy to develop growth by focusing on multi-channel visibility and innovation. We are also looking forward to bulking up our distribution drive and local festivals like Durga Puja, Ganesh Chaturthi, etc. with a focus on developing markets like the north-east, Tamil Nadu, Kerala and more. We have recently launched differentiated premium products under the brand Denver to improve brand imagery and have widened the brand’s offerings. Additionally, we have launched seven different EPDs this season and an anti-dandruff beer shampoo which focuses on 'conditioning without conditioner.'
What was the thought process behind the new TVC with Shah Rukh Khan and what consumer insights were tapped?
We were not just looking for a celebrity face but also someone who is recognized for the same values as Denver. Shah Rukh Khan is one such person whose success has never come easy. He went through multiple and continuous obstacles to become the cornerstone of success not just in Bollywood but across the world by raising the bar with sheer dedication and hard work. I believe that he proudly wears the struggles of his journey on his sleeves. Hence, he is the perfect synergy to match our brand ethos. Additionally, his sense of style, aura and connect with millennials is something which will surely help our brand to further strengthen our positioning as a premium player in Deodorant & Men grooming category.
Tell us about how you are stepping up the brand association game.
Denver is a youth-centric brand and hence we engage in all activities which are related to the youth, to connect with them personally. We engage in everything from ATL, BTL to digital activations like Champions Trophy, T20, college fests, festivals like Durga Puja and Ganesh Chaturthi. We also sponsor various youth-centric shows like MTV Splitsvilla, Roadies, Extra Jabardast, etc. Apart from this, we have collectively crossed more than 1.5 million views on major social media platforms like YouTube and Facebook among others.
How do you ensure that the brand remains relevant to the consumers and battles the cut-throat competition in the market?
We constantly keep doing consumer research to understand the behavioural pattern with regards to fragrances. Denver has always taken the lead in terms of innovation and continues to launch new variants in the personal care category to keep the sales momentum going.
The brand seems to be taking part in many user-engagement activities. Can you tell us about the recent ones?
We have undertaken various activities at major colleges like Hansraj College, Miranda College, AIIMS, 9X- Tashan Nites Chandigarh University and Moonlit Fest with DJ Nucleya where we have built a Denver zone for visitors to have a look at our products and take selfies with superhero cut-outs. Also, we are always trying to engage with our users personally by organising various campaigns and contests on Facebook or Twitter. Apart from this, we have been collaborating with India’s top magazines like Stardust and Femina.
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