September 18, 2014: Usually, it is uncommon for the top brands involved in making jewelry, clothing or any other product with a great turnover do not rely much on advertising. Especially, when it comes to advertising in cinema halls too reach out to the audience munching popcorn. But, this is what some brands such as designer Nirav Modi’s label do.
The namesake jewelry designer claims that be it any brand with whatever turnover per month needs advertising. When it comes to advertising in cinema halls, the designer states that almost everyone in India go to the theaters to watch films and this way of promotions could be helpful for the brands to reach out to a wider potential consumers. But, the choice of the show has to be decided wisely claims the designer.
Nirav Modi is one among the several luxury players inIndiawho have resorted to the use of mass media such as DTH, cinema halls, TV and mainstream newspapers. The ultimate reason behind the same being that a wider set of audience will get to know about the brands via mass media and this would pave way for new areas of potential growth instead of limiting them only to airport billboards and lifestyle magazines.
In order to reach out to a wider base, a slew of luxury brands like Jaguar, Bentley, Rado and others involved in different segments such as clothing, jeweler, automobile, watches and cosmetics have started advertising through TV and cinema halls. A multi-brand retail store chain, Collective is considering partnering with DTH service providers to sell premium and luxury products from over 100 brands.
InIndia, the luxury market is still a miniscule resulting in the ad spend by such brands. For instance, inIndia, the luxury brands contribute only to 0.5 percent to media spending, whereas it is 10 percent inChina. Now, it appears like this situation is all set to be changed with luxury brands planning to advertise in the mass media to promote their products.
