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Marketing And Advertising: Trim Away The Unwanted

Brands in India — both domestic and international — are constantly trying new ways to capture the attention of the large youth population in the country

Brands in India — both domestic and international — are constantly trying new ways to capture the attention of the large youth population in the country. Popular LED lights brand Syska too is doing just that. After being recognised as one of the top brands in the LED lights category, Syska has now forayed into futuristic products to promote good living.

The company launched a total of 30 beauty and grooming products for both men and women. The new product range includes shavers, trimmers, clippers, hair straighteners, dryers, epilators, curlers and electronic exfoliators for both men and women.

To promote its grooming products, Syska has released two ad films — conceptualised and created by IBD India — that highlight the personality of the brand. Popular actors Sushant Singh Rajput and Tamannaah Bhatia have been roped in for the ads.

The first video, featuring Sushant Singh Rajput, of a Syska trimmer, conveys the message that it is important to trim away the people that limit you or tell you what you cannot achieve in life. The other, featuring Tamannaah Bhatia, is based on the premise —love attention, live attention. It showcases that Syska’s new range of shavers not only give you smooth, shiny skin but also bring you all the attention you desire.

Speaking about Syska’s new range of products and the new campaign, IBD India managing director Rahul Gupta, who has been the brain behind it, says, “As far as the target of our campaign is concerned, we are focusing on people in the age group of 15-35 years. The result of this campaign has been very encouraging in such a short span of time. There has been a lot of positivity in terms of acceptance of our message and acceptance of the brand. We had a tie up with Amazon, and some of the products endorsed by Sushant have already been sold out.”

On brand extension and the thought behind it, Gupta further says, “There are 30 products within the personal grooming category. This was a strategic decision that was made pretty early on. While it is always challenging to decide whether you want to be a house of brands or a branded house, we finally decided to build Syska as a unified brand.”

For the first three months, the products will be available exclusively on Amazon.in and thereafter, will be available offline as well.



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