VKC Group is a well-known footwear brand that is based in Kerala footwear manufacturing company that has recently roped in Amitabh Bachchan as their brand ambassador. Exchange4Media had an interview with VKC Razak, MD, VKC Group recently.
They discussed the launch of their GoodSpot campaign with Amitabh Bachchan endorsing a footwear brand for the first time in his 50-year career.
VKC Razak commented about the GoodSpot campaign saying that it spreads goodness and good feelings and inspires people to be successful individually and spreads happiness in society at the community level.
He further said, “The campaign highlights that when you look at VKC footwear on your own feet, you must think about the goodness that you can contribute to the world”.
This campaign is not about the metrics that matter, but we want to inspire and make this world a better place for our children.
VKC Razak commented about Debongo–sporty fashion. Almost every brand in the world elevates the attitude of the brand. But, #Debongo inversely focuses on the attitude of the user instead of the brand. The reason behind the line ‘You Are You’ is this sole purpose.
He said that the primary reason behind featuring Amitabh Bachchan is his work ethic more than his celebrity status. He can be a role model for everyone who wants to be successful.
To support the local businesses, they launched the #ShopLocal campaign. They also launched insurance schemes and benevolent funds for small-scale retailers. With the online markets competing, they are trying to drive sales of the local shops.
Last year, the company had its highest growth reaching at least 58 percent. This was in the markets where they had rolled out their Strategy Implementation Programme. He further claimed that it is probably the highest figure in India in the PU footwear industry, especially when the affordable mass-market was damaged by the pandemic.
Last year, they introduced India’s first supersoft PU footwear named VKC Pride Eazy in the VKC Pride brand family. Ultra Violet Footwear, which would change its colour under daylight, was also launched last year. Both were priced in the affordable segment. The pricing is a bigger innovation here. They also launched India’s first Sporty-Fashion Movement.
Hinting about the next launch, Razak said they will be launching Fun Wear as a new brand idea. “We celebrate innovation. That’s a part of our corporate DNA,” said Razak. VKC Groups has the VKC Parivar App which is the first of its kind in the country to connect the brand and dealer network with customers, and much more.
Follow and connect with us on Facebook, LinkedIn & Twitter
