TMCnet News
CREATING THEIR OWN BRANDS [Mail Today (India)](Mail Today (India) Via Acquire Media NewsEdge) CHANGE is everything. These magical words exemplify what some women are doing to make their brands stand out in an increasingly cluttered marketplace. Whether it's joining hands with Yash Raj Films to launch a Bollywoodinspired label or selling clothing in small coffee houses or just simply getting National Award-winning artisans to showcase and sell their craft at major events like the Commonwealth Games — branding differently is the mantra with these women. Sanya Dhir, founder of DIVA'NI, India's first cinemainspired fashion brand from the house of Yash Raj Films, explains that her brand is an ideal way of connecting with brides both in India and the NRI community. "We have catered to over 200 brides all across the country, all of whom want to experience the magic of a cinema-inspired fashion brand. To enhance this experience, we have also introduced a celebrity closet where ensembles worn by celebrities in their movies and events are available for sale." Ambika Sharma, CEO and founder of Pulp Strategy, a full service experiential marketing and communications agency, believes that in today's day and age, good marketing requires one to bridge the gap between the online and offline world. Sharma, who has worked with clients like Yahoo , Renault and yebhi. com , to name but a few, believes in innovative online and offline marketing. She says, "In the case of yebhi. com , we found customers were sometimes scared to order online as they were not sure of the size and colour of products. "So, we introduced a 'coffee marketing' campaign whereby clothing and fashion items were set on a wall in 30 select coffee houses. We then invited customers to see the items, click them on smartphones and later order them online." The idea worked and 'coffee marketing' became the ideal sphere to bridge the online and offline worlds and increase trust in the brand. But it's not always about big ideas. As Shubhra Bhardwaj, owner of Mumbaibased Ferriswheel event management company feels small enterprises and big ideas could make the difference. From involving 100 National Award-winning artisans to showcasing their craft at the Commonwealth Youth Games in Pune, to getting artisans from around the world, Bhardwaj believes the merger of localised artisans with grand events like the Pravasi Bharataiya Diwas has resulted in greater appreciation and more money going directly to them. "This is the next big thing in branding" — they signed off. (c) 2014 India Today Group. All Rights Reserved. Provided by SyndiGate Media Inc. (Syndigate.info). |