Q] What was the idea behind Siyaram’s influencer-led campaign featuring Aparshakti Khurana?
The idea was to ensure that the Siyaram’s brand engages well with youngsters. They are highly active on the internet and social media platforms, and Aparshakti Khurana is a popular face for them. More than 35% of the Indian population is on social media platforms, and most of them are youngsters. We created a hype with a trailer before releasing the ad film that is now quite popular on the internet. The teaser featured Khurana in a dilemma, which led to the audience getting curious. After four days, we launched the campaign to amplify our reach.
Q] Siyaram’s is known for its ATL marketing, but has that changed now?
Brand Siyaram’s has been built over the years, especially through ATL, TV, Multiplexes, Radio, and Print. But now keeping the young audience in mind, we decided to explore Digital mediums. We not only want to indulge in new-age and modern marketing, but also want to keep our traditional mediums intact. When we first launched this campaign, we were quite clear that the messaging needs to be amplified via social media platforms. Also, we have used tools such as e-mailers and WhatsApp. For all our physical touch points, we used standees, posters, and scan-able QR codes in this campaign.
Q] Today, brand Siyaram’s is not a go-to choice for younger age groups. How are you trying to build a connection with GenZs and millennials?
That is correct, and it is a challenge that we are facing as marketers today. We have a two-pronged approach to solve this problem – we will continue to engage with the age group of 30 plus via television through our emotional ads that connect the brand with the audience. So we will keep our traditional marketing strategies intact. But with our Gen Z or Gen Alpha audiences, we will engage on Digital for a better brand recall. Siyaram’s is well recognised as a brand, and now we have to be at places such as OTT, Reddit, Quora, WhatsApp, etc., where our consumers are based. To enhance our connection with the younger generation, we have partnered with Jio as their wardrobe partner during the IPL.
Q] Siyaram’s has sub-brands such as Oxemberg, J. Hampstead, Mozzo, Inspiro and Tessio. What is their contribution to the revenue?
Oxemberg started as an apparel brand for the youth around 25 years back, and is still catering to the youth today. It is the answer to all kinds of looks, be it casual, formal, or party wear. In terms of revenue generation, it is our primary brand that sells across the markets. Mozzo, Tessio, and Inspiro come under Siyaram’s brand, they give us the second highest revenue contribution. J. Hampstead, on the other hand, targets office goers with its range of formals, semi formals, and smart casuals, and can be placed third.
Q] Siyaram’s revenue mainly comes from offline stores, and online sales only has a small contribution. How do you plan to increase your online sales in the future?
We started off quite late in the online space, and today our online sales contribute around 5%-7% to the total revenue. We are focusing on promoting our online portal and products in market places. We are also using Digital mediums like Facebook, Google Search, and at the same time are banking on SEO. This is to ensure that more traffic comes to our D2C website, there is lesser bounce rate, and also an increase in sales conversion.
Q] How much of growth in revenue has Siyaram’s registered?
In the last two years our growth has been quite encouraging. We are clocking double digit growth in top and bottom lines. By expanding our brand portfolios and products like ethnic wear, we are trying to leverage newer territories and add newer customers to our kitty. We want to increase the number of stores from 250+ to 1000+. It will not only increase our reach but also enhance our brand recall.We touched 1900+cr in revenue last year, and expect to touch around 2,100cr in the upcoming year.
PROFILE
Prashant Awasthi is a proactive marketing evangelist with a rich and diversified experience in marketing and brand management. He has worked with renowned organizations such as Jiva Ayurveda, Trent Hypermarket, Reliance Retail, and Gigabyte Technology Ltd. Currently he is serving as General Manager-Marketing for Siyaram Silk Mills Ltd., and overseeing marketing initiatives and digital transformation at group level.
ABOUT THE BRAND
With a diverse range of fabric offerings, from natural to blended, Siyaram’s has garnered expertise in every facet of the production process, harnessing top-notch technology to produce fabrics with impeccable efficiency. The brand is highly sensitive and attentive to the changing nature and needs of the modern man.
FACTS
Media Agency: Prachar Media
Creative Agency: Makani Creatives
PR Agency: Chimp&z Inc
