By: Shradha Mishra
Last updated : October 30, 2018 10:52 am
Shreyansh Kapoor, Vice President, Kashi Jewellers shares the brand’s outlook on OOH advertising
Considering that the jewellery segment is hyper-competitive with so many brands, how do you make your brand campaigns in the outdoor stand out?
Kashi Jewellers is a heritage jewellery company that was founded in 1955 in Kanpur, Uttar Pradesh, and is counted amongst the top ten jewellery brands in India.
Back in 2002, we were perhaps the first to start a campaign with a model in North India market. Even today, our campaign is not focused on a festival season or discount offers. Rather, we bring forth the variety that offer and the latest trends in design.
To what extent do you see campaigns in the festive season translating into sales?
Our campaigns are theme-based. From this viewpoint, our Polka campaign boosted our sales by a good 20%.
Earlier we use to spend Rs 10-12 lakh on newspaper and magazine ads but those yielded very minimal results. With half that money we are able to roll out month-long campaigns on outdoor media. The best thing about outdoor advertising is the brand recall that it generates. We try to run our outdoor campaigns for a minimum of 3-4 months.
Which are your target markets and what kind of outdoor formats have you used for the campaigns?
Our target market is the entire area of 400 km around Kanpur, covering Jhansi, Agra, Varanasi, Lucknow, Allahabad, Kanauj, and parts of Madhya Pradesh, Jharkhand, and Bihar. We target audiences across the socio-economic spectrum. We use hoardings, billboards, cinema advertising and sign boards, and gantries for our brand campaigns.