The Background: Manyavar was the first brand in India, to get into organised Indian ethnic.
Turtle is one of the best known brands in eastern India in the apparel wear category.
The Background: Haldirams was facing three crucial issues. First was the matter of brand
Rolex is a premier brand in the accessories segment. They have come to Lookad
JK Tyres is a premier brand which is well known around the country.
The Background: Lux Innerwear has always been the top player in the Indian.
The Background: When Bisk Farm first entered the biscuit market in Eastern India
The Background: Hoffman is a premier brand in the apparel segment.
Manyavar was the first brand in India, to get into organised Indian ethnic wear retailing. At the time, the market was dominated by big, multi-format stores who used to dictate terms when it came to the brands to be showcased in their stores. In order to break free from this framework, Manyavar decided to begin its own store chain. Being the first of its kind, Manyavar needed a good advertising strategy to stand out in the market.Primary Research:
Lookad researched into the brand’s relevant market segment, and realised that as the first mover, Manyavar had a unique advantage. Even in our modernised society, Indian ethnic wear has a special place among the consumers. When it comes to traditional occasions, festivals or marriages, everyone prefers ethnic apparel over the western ones.The Proposed Solution:
Lookad suggested Manyavar to focus on these very sentiments in their marketing efforts. Since there is no dearth of festive and traditional occasions in India, the scope of advertising and creating a brand image amidst that would be pretty high. We advised Manyavar to go for heavy brand promotions, with prime focus on print advertisements, since it would be a better way to highlight their store locations.The Process Highlights:
Manyavar began focusing on big ticket advertising across the print segment. The brand advertisements centred on establishing Manyavar as a prime ethnic wear retailer in India. The ease of finding well designed and ready-made ethnic wear fit for every Indian occasion was the main element in their brand message. The advertising efforts were extended to various in-flight advertising, year long INOX advertising, official tie-ups with KKR etc. Manyavar also began to release video advertisements on the digital platforms, particularly on its social media page, which harped on the ethnic sentiments of the nation.The Result:
Today, Manyavar is synonymous with Indian ethnic wear. Its brand recall is phenomenal. A favourite among the A to B category of the TG, Manyavar has created an unbeatable niche for itself. Today the brand has grown into a retain chain for around 450 stores in India and has been a raging success!
Turtle is one of the best known brands in eastern India in the apparel wear category. They have come to Lookad with one main objective in mind: to stand out and make its presence felt. The brand has been a loyal customer of Look Ad for many years now as the agency continues to give them quality service and handles strategic marketing campaigns for them.
Haldirams was facing three crucial issues. First was the matter of brand fatigue – consumers were becoming less and less interested in the brand. Second, the new generation consumers were choosing swanky western confectionery brands over Haldirams, as they could not identify with the then brand image of Haldirams. Third, and most importantly, Haldirams had never advertised, in any medium. The brand was in need of a complete revamp, both from its image and advertising perspective.Primary Research:
Lookad conducted an in-depth research into the consumer segment, market presence and brand image of Haldirams. We realised that, in order to tackle the above mentioned problems, Haldirams would need a rigorous advertising strategy, to set it apart from the other existing brands in the market and increase brand recall in the consumer’s mind.The Proposed Solution:
Lookad explained to Haldirams the perks of adopting a consistent and strategised advertising policy, especially since none of its other competitors had resorted to advertising yet. We also advised the brand to revamp its positioning in order to appeal to a larger and more varied TG.The Process Highlights:
Haldirams began advertising extensively in the print medium. We focused both in English and vernacular publications to give the brand greater visibility and better reach among the TG.
Earlier, Haldirams was perceived as a brand only meant for a particular language speaking segment of consumers, which drastically narrowed its market. We solved this problem, by releasing well crafted advertisements not just on Diwali but on other festivals as well, like Poila Boishakh, Durga Puja, Eid, Christmas. In fact, the brand began to come up with particular products, meant especially for such occasions – like Lacha for Eid, Fruit Cake for Christmas etc. This helped the brand touch the sentiments of a varied TG, thereby creating a more contemporary and cosmopolitan image and appealing to a bigger consumer segment.The Result:
Today, Haldirams is among the top 3 print advertisers in the country. It was the pioneer in advertising in its segment, and other competing brands began advertising by following Haldirams’ example. The brand today has a strong recall and presence among every consumer segment in the country and has effectively conquered its brand fatigue by coming up with newer products at regular intervals and resorting to highly consistent advertising. Lookad and Haldirams have retained 11 years of strong partnership.Client Speak:
Lookad has accompanied us in our vision of building a niche platform for Haldiram in the market by working on strategic media solutions. Appreciate their contribution in this eventful journey!
Mr. Manish Agarwal
Haldiram Bhujiawala Limited
Rolex is a premier brand in the accessories segment. They have come to Lookad with one main objective in mind: to stand out and make its presence felt. The brand has been a loyal customer of Look Ad for many years now as the agency continues to give them quality service and handles strategic marketing campaigns for them.
JK Tyres is a premier brand which is well known around the country. They have come to Lookad with one main objective in mind: to stand out and make its presence felt. The brand has been a loyal customer of Look Ad for many years now as the agency continues to give them quality service and handles strategic marketing campaigns for them.
Lux Innerwear has always been the top player in the Indian innerwear segment. It has always been imperative at Lux to keep improvising their products and promotional strategies from time to time to maintain their persona as the "People's Brand" in the country. Lux has always intended to introduce new trends and strategies in their promotional activities so that it could reach to the masses easily and provide awareness. The company has always prepared themselves with a highly strategic marketing campaign but needed someone who could materialize their innovative ideas in a larger way to recall their brand image and helps in retaining their position as the country’s number 1 brand. Thus, they approached Lookad to help in strengthening their brand value by expanding their advertising activities.Primary Research:
With Lookad's association, the company decided to try something different and new in their promotional activities which could directly connect the brand with the people especially in rural areas. Thus, we mutually decided to light and position the brand regionally. As Lux was already a strong brand in itself, our aim focused on maintaining the brand as the market leader who sets the trend in everything – from products to advertising campaigns.The Proposed Solution:
Lookad supported Lux in reaching to their target consumers - the masses with their regional marketing campaigns in order to strengthen their brand position. Unlike other brands, we decided to invest “Lux” in those areas that would set it apart in this market and give it a cult status.The Process Highlights:
Irrespective of what the competitors were doing, Lux always tried to improvise itself in every segment of marketing. Therefore, with mutual consent we decided to keep on advertising throughout the year by providing a substantial portion of the client's budget in Print advertising along with TV advertising. This way, Lux received a better SOV amongst its target group and was able to reach its audience through print and television mediums. Till date, Lux equally focuses on Print advertising and has an easily recognizable presence there.
Lookad also helped the client to be consistent in terms of positioning of ads as well. Lux went for premium positions both in Print and TV advertising. In both these media, there is usually a lot of clutter to be dealt with. Premium positions helped the Lux to skip those clutter, and earn the top of the mind recall among its TG.
Lux also became one of the first in the industry to have Star Brand Endorsers. This helped the brand immensely in terms of gaining advantage over the rivals and appealing to the youth segment in their TG. Even though the competitors followed Lux by having star endorsements soon after, Lux remained the pioneer in that arena. The celebrity endorsers include Shah Rukh Khan, Sunny Deol, Neil Nitin Mukesh, Prachi Desai, Sushant Singh Rajput, and Brett Lee. The names were not restricted to just Bollywood. It also included regional stars like Prasenjit, Dev., Anubhav Mohanti to name a few. Another first of its kind initiative done by the brand, which helped to create a sense of belonging to the brand in the regional markets.
On similar lines, the brand also went for major event sponsorships like IPL, TOIFA, and Zee Cine awards. This further enhanced the ‘star’ positioning of the brand and established it as a high quality and premium player in this segment.The Result:
For the past 15+ years, Lux has consistently been the the leading innerwear brands in India. The above marketing strategies worked well for the brand and helped it attain a star status among its national rivals.
At present, the brand, is trying to bring out new product lines like Lux Cozi GLO collection for our consumers. Along with this the company is also launching a complete new range of female products with "LYRA" to foray in to the female inner wear market.
Lookad and Lux have retained 26 years of successful partnership, which is still going strong!Client Speak:
"Lux has always been the most preferred brand in the innerwear market and with our collaboration with Lookad , we have been able to revive and cherish our positions as the "People's Brands" in the country. Lookad has always supported in us in bringing out the best for our brand promotions and we hope our association experiences more accomplishments and ventures into immeasurable success work in future."
Mr. Ashok Todi
Lux Industries Ltd.
When Bisk Farm first entered the biscuit market in Eastern India, it was up against the behemoth national brands in the segment, namely Britannia, Parle and ITC and local players like Anmol, Priya etc. Considering the level of competition, Bisk Farm realized the need for a highly strategic marketing campaign and came to Lookad with one main objective in mind: to stand out and make its presence felt.Primary Research:
At Lookad, we conducted an in depth research into the market and the competitors to gain the insights that could help our client best. It was a classic case of David vs. Goliath, where the sheer presence of the giant national brands was quite intimidating. And yet, true to that story, we came out with a way to take on the giants, with consistency and quality as our prime weapons.The Proposed Solution:
We advised Bisk Farm to focus on two main areas. One, they were to prioritise quality over quantity. In other words, their brand advertisements must be seen in a high quality environment, in terms of the front pages in newspapers and prime time slots in the most popular TV channels. Under no circumstances were they to compromise on where they are being seen. Two, they were to maintain a consistency in all their marketing activities. That is, the brand name must never suffer the ‘out of sight, out of mind’ consequences.The Process Highlights:
The first step was to create an eye catching presence. Here, Bisk Farm’s forte has been path breaking creative for their advertisements and highly attractive and unique packaging for their products. This helped generate a high level of interest among the consumers.
The next step was to secure the brand name in the consumer’s mind as a high-end, quality brand. We helped Bisk Farm opt only for front page insertions in the leading newspapers, such as The Times of India, Ananda Bazar Patrika, The Telegraph, Dainik Bhaskar and Dainik Jagran to name a few. The brand also decided to invest only in premium prime time slots in leading GEC and News Channels, such as Star Jalsha, Zee TV, Aajtak, Udaya TV, NDTV 24x7 etc. Being seen only in quality mediums created the true perception of a top-end brand, and made it a worthy competitor to the heavyweights in the segment.
The advertising campaigns were carried on with consistency, year on year, with a slight dip only during the festive months. We worked closely with the brand and created a highly responsive system whereby, advertisements were decided on and released immediately – as opposed to the time consuming hierarchy that the big national brands often go through. This helped the brand reap the benefit of every opportunity and cemented Bisk Farm’s presence in the consumer’s mind. Till date, the client has been continuously increasing spends in premium areas of Print and TV mediums.
Bisk Farm also opened its exclusive stores Just Baked and became one of the only brands in the country to have their own stores selling biscuits, cookies and rusks. This helped the brand create that edge which the Goliaths in the field didn’t have, thereby making the brand a household name.The Result:
Today, Bisk Farm is undeniably one of the most loved and popular brands in Eastern India and trying to create the same magic in the rest of the country. In spite of the presence of heavyweights such as Britannia, ITC and Parle, the brand has earned respect and recall in the consumers mind.Client Speak:
Lookad and Bisk Farm have retained 15 years of successful partnership and we can rightfully say we have grown with the brand!
Mr. Vijay Singh
Joint Managing Director
SAJ Food Products
Hoffman is a premier brand in the apparel segment. They have come to Lookad with one main objective in mind: to stand out and make its presence felt. The brand has been a loyal customer of Look Ad for many years now as the agency continues to give them quality service and handles strategic marketing campaigns for them.