SYSKA, which in just 4 years has emerged as one of the leading LED lighting companies, recently announced its foray into the growing Personal Care Category. The idea is to revolutionize the grooming habits of youth of the country.
The company has launched 30 beauty and grooming products for both men and women. The new product range includes Shavers, trimmers, clippers , Hair straighteners, dryers, epilators, curlers & electronic exfoliators for both men and women to empower the consumers by providing versatility basis their grooming requirements.
All of the brand’s products are researched and crafted in Korea keeping in mind the mission of the group to create great value and to exceed the customer expectation in quality through product innovation and cutting edge technologies, the company claims.
For the first 3 months, the mentioned products will be available exclusively on Amazon.in. The products will thereafter be available offline as well. This strategic entry aims to help fulfill the grooming aspirations of not only metro but also non-metro consumers.
The company has rolled out an ad campaign to promote its launch in the personal care category. The ads, featuring brand endorsers for SYSKA’s personal care products – Sushant Singh Rajput and Tamannaah Bhatia – have been conceptualized and created by IBD India.
Rahul Gupta, Managing Director, IBD India, commented, “SYSKA has recently forayed into personal care products and is running very successfully. The new products are exclusively available on Amazon. We are getting a good response from the people and some of the products are infact sold out.”
The two new campaigns featuring the actors target men and women respectively with the range of personal care product for the either gender.
The first video featuring Bhatia showcases how the new personal care products for women bring styling and how the appliances are designed to be gentle on the skin and bring out flawlessness so that the user can #LiveAttention.
The second video, featuring Singh showcases that the SYSKA offers a diverse range of personal care products for men who trim the limits of every challenge anytime, anywhere and asked the audience to #StyleVersatile.
Speaking about the campaign, Gupta, added, “For our 360 degree campaign, which was launched on 4th of February, we chose Tamannaah and Sushant Singh as our fresh brand ambassadors.”
“Trimmers are something which can really add value to your personal life as today people are very particular about how they look and how they style themselves. It is not just only about males, but females as well are very well established and want blowers, dryer, straighteners and more. With these products, you need not to go to salon or parlour daily, you can style yourself at your home and that’s what we want to communicate,” shared Gupta when asked about the new products.
The brand has invested around Rs 7-10 crores on advertising the new foray. Apart from tie ups with the celebrities as the brand endorsers, the company also did ran advertising on Print, TV Channels, theatre and mobile platforms.
For its LED lights and accessories business, SYSKA will continue working with Bollywood actor Irrfan Khan. The company is expected to launch air purifiers soon for which it will bring on board different advertisers depending on the profile of the TG and other requirements.
IBD India which handles brands including Only Vimal, Panasonic, Mariott, Jivi Mobiles, Taj Hotels said SYSKA is an importance client in their portfolio. The agency has been handling the brand since its inception. Not only this, the brand name too was coined by IBD India.
“SYSKA is very important for us as it is growing rapidly and their media expenditure has crossed Rs 100 crore. It contributes around 10-15% of our revenues. We have almost six people dedicatedly working on SYSKA while the senior creative people like me are also involved in servicing them,” Gupta said.