Syska aims to garner 10 per cent market share and intends to be the most favoured brand in the personal care grooming category. To launch the products, the AoR agency of Syska, IBD India, launched a campaign.
Syska, the LED (light-emitting diode) light brand, recently entered the personal care accessories space. To promote the launch, the brand’s creative agency IBD India conceptualised a campaign.
The grooming market in India is pegged at around Rs 2,500-3,000 crore, which is growing YoY at 25-30 per cent. So Rajesh Uttamchandani, Director, Syska, found a lot of scope in that space. He said, “There are no organised players in the market, minus the selective few, which clearly showcases the opportunity the market is ready to offer.”
Syska aims to gain a 10 per cent market share going forward. Uttamchandani added, “We want to be the most favoured brand in this category. We also envision this category as the second largest growth contributor in our business.”
The campaign will be promoted on digital and television with an approximate budget of Rs 7-9 crore. The company aims to spend around Rs 100 crore this year on marketing and communication.
For the LED light brand, Syska has been working with Bollywood actor Irrfan Khan. And now, when they have entered the personal care category, the brand brought in Sushant Singh Rajput and Tamannaah Bhatia. The brand has also roped in Sunny Leone to promote the products on the digital front.
Explaining the need to bring in two ambassadors for the category, Rahul Gupta, Managing Director, IBD India, said, “The PCA market in India is exploding, with both men and women users giving more importance to their appearance and their need to be in tune with time, style and trends. The need for two celebrities came because we wanted to show our commitment towards both the product categories and develop rapid acceptance. Since both the consumer segments are different in nature and attitude, it was important to create different relevance points for them, so that the brand is able to connect deeper with its audience.”
Do you think that this category is heavily dependent on celebrity endorsements?
“A celebrity adds value if the brand finds it fits with the celebrity. We have used celebrity endorsement because they complement our brand story and allow us to connect better with our audience. However, I don’t think that PCA is heavily dependent on celebrities. But it completely depends on the objective of the brand. Saying that, celebrities help to create rapid recognition of the brand and helps create differentiation if they are advertised and utilised well,” said Gupta.
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 and electronic exfoliators for both men and women to empower the consumers by providing versatility basis their grooming requirements.
Recently, Havells entered the space with around 18 products in the category.
Talking about the marketing strategy, Uttamchandani said, “Currently we have chosen Amazon, one of the leading retailers, considering we shall be able to build maximum exposure for the brand, gaining the market attention via online model. The strategic entry will help us tap both men and women not just limited to metro cities but also non-metro consumers.”
Commenting on the ideation and insight, Gupta said, “The campaign is crafted from the life and aspirations of the young in India, who don’t stop at obstacles and believe in the power of their choices, and also from the fact that they choose to, live in moments and enjoy every bit that comes their way. We were very clear that we are entering the personal care appliances (PCA) market with clear brand equity of Syska, at the same time it was important to showcase the class of the brand and also the promise it holds in the PCA segment. Going forward we decided to bring in Sushant and Tamannaah, as both are emerging stars, at the same time they are backed with meaningful performances in Bollywood, they both exhibit class and promise.”
It took over a month from ideation, to conceptualisation and then to execute the campaigns.
Gupta further said, “The diversification strategy is a big decision for the brand, as it is important to evaluate and understand which categories can the brand extend to and which it cannot. The challenge was to ensure that Syska PCA creates its own equity and does not bank on the laurels of the LED segment. Having said that, it was important to ensure that the campaign is in line with the life and aspirations of its target group.”
Gupta also said, “The challenge was also to bring a fresh perspective from the brand in its advertising, since we were a late entrant in the market. Also to ensure that the emerging stars are utilised effectively.”
In one of the ad films, Tamannaah walks down a lane while other women get jealous of her skin. Men also get awe struck by her beauty as she uses the brand to enhance her beauty. The second film features Sushant who promotes men’s electric shavers and trimmers. Rajput talks about people who told him that people from small towns could never dream big, the ones who told him that without a godfather he could never make an entry in Bollywood and so on. So Rajput trims his limitations and proved everyone wrong.
Client: Syska Personal Care
Agency: IBD India
MD at the agency: Rahul Gupta
Men’s shavers and trimmers film:
Production House: Snowball Studios Private Limited
Director: Tejal Patni
Women’s shavers and trimmers film:
Production House: Purple Pictures Private Limited
Director: Narayan Shi