In Conversation with Ramesh Poddar
What would Siyaram's like to convey through the four advertisements that have recently been rolled out? How are they different from the previous TVCs?
Aptly coined ‘The New Face of Linen’, the campaign showcases the company’s commitment to bring the best of fashion around the world to India. Featuring four commercials, it presents a diverse range of linen fabrics in various designs and colours as the ‘new face’ in the eyes of today’s youth and fashion oriented consumer in a young, dynamic and vibrant manner. Through this campaign, we have tried to establish Siyaram’s innovative leadership in the market by bringing latest trends and global fashion to Indians.
While the campaign is focused only on the product's proposition, a clear essence of balanced style and sensibilities suitable for a fashion brand is portrayed. Our aim is to inspire young people to explore, to be creative and enjoy fashion every day.
Typically, what has been the advertising strategy for the brand and how does the current crop of ads resonate with the brand's ethos?
With our new multi-channel marketing campaign, we have tried to target men and women above 23 years of age across India. The idea has been drawn from the rise of fashion-conscious youth who not only follow international trends but also dare to incorporate new styles in their wardrobes. The campaign comes with the intention of keeping true to the brands commitment to innovate and offer the best of fashion to our consumers.
The series of four commercials highlight the designs, textures, weaves and colours in a spectacular fashionable way. This is the first time that Siyaram’s has released a category specific campaign.
The brand's growth has been interesting with Cadini and how Cadini will get advertised - through its tie-up with a digital media agency. Can you tell us about the relevance of digital media for the brand's communication to reach out to a larger audience?
Cadini is Siyaram’s global venture through which we have bought the ownership rights to manufacture and market Cadini brand for its fabric segment in India, Sri Lanka and few countries in the Middle East. We want our Global Indian consumers to experience Italian feel at a reasonable price by customizing it to suit our market. This venture has not only provided us a platform to showcase our collection to the Indian consumer but has also helped us to discover various avenues in terms of global marketing.
We acknowledge that digital marketing is spreading at the fastest pace in marketing, having said that curating relevant content for our target specific audience has always been on priority when it comes to Cadini.
One of the winning strategies at Siyaram's is how effectively it has adopted the franchise model to grow in the number of stores. What should companies look at closely if they want their brand to grow effectively through this route?
The success of our franchises begins with our fair business model, our understanding of market penetration to a degree, choosing favourable locations for our franchise that has right scale & scope and ensuring that franchisee achieves breakeven in first year of operations.
Going forward, what is the expansion plan for Siyaram's?
Siyaram's has spent around 80 crores to modernize its manufacturing facility recently to offer its customers the best of international fashion. With regard to global ventures, currently we are not looking at bringing any new international brands to our portfolio and our focus would be to expand our existing portfolio by adding more range.