Page 99 - July-August 2020

The Indian Optician (TIO): What in store POS kits will boast of newly zero in on the right personality.
is the key strategy for David Jones shot creatives featuring new models After a lot of research, we finally
amid Covid-19? and latest collections. Our latest full decided to rope in actor-cum-model
page ad in The Times of India hit 30 Karan Kalra, as our new face as he
Rohit Kalra (RK): Covid-19 has hit Lac readers on 15 August alone and represents and mirrors the millennial
th
the spending capacity of the Indian our digital platforms also hit new generation. The shooting for the ad
consumer. Recognising this fact, we milestones in getting more clicks and was done in one of the best studios
proactively added a new affordably visits. All this has resulted in more in upscale Noida with a top team
priced collection in our David Jones queries and visits at retail stores. from the film making industry. We
portfolio – this means that customers created a lot of excitement and buzz
can avail the classy designs, stylish TIO: What is so special about your in the shoot – this helped in creating
eyewear and superb quality of David designs and reasons for premium the desired mood for the entire crew
Jones eyewear at a super reasonable retailer’s acceptance? and models. We are very excited with
cost. Additionally, we focused on AN: Our new creative gives the the response from customers and
complete revamp of the imagery feel of young and vibrant millennial retail partners.
used in our visuals for Point of Sales consumer preference. We put a lot of
(POS) and other consumer touch effort in the design and procurement TIO: What do you think will
points whether through above process, keeping in mind the internet be post Covid-19 future for the
the line (ATL) or Below the Line savvy Indian consumer's preferences. Indian eyewear market and what role
(BTL) advertising route so as to Our collective experience of >100 will OPTICADO play in ensuring a
give our brand a fresh look and to years in eyewear manufacturing, good innings?
create excitement in the trade and design and distribution helps us in Collective response: First and
consumers to beat negativity. giving the Indian consumer the best foremost, we strongly believe that

TIO: What are the features of global eyewear at an Indian price. the optical business is amongst
of the Make in India collection in TIO: Please share some details the fastest in the road to V shape
David Jones? about the new creative. recovery along with mobile handset
and computer hardware industry as
Rohit Kalra: I can confidently Vishal Suri (VS): We were looking it's in essential category because of
state that the collection features for a millennial face for our 2020 increased work from home culture.
unique designs, supreme aesthetics eyewear and sun-wear collection We consider the future is clear – as
and best quality material to offer the through our agency, but couldn't is evident in other industries the
wearer day long comfort. Moreover, consumer wants 200% value for
the pricing starts from INR 1500 money and we promise to give
onwards and consumers can get the luxury and premium experience at
new models in multiple size options truly Indian prices. We hope that our
in a cool and vibrant shade palette. personal commitment will ensure
that we continue to stand out in
TIO: What is so unique about your
2020 marketing campaign? future. Amid Covid-19 when most
brands are actually freezing their
Ajay Nangia (AN): The marketing spending power we are talking
strategy revolves around a mix of about our brand David Jones with
ATL, BTL & POS where 70% of the end consumers through a mix of
budget is allocated to POS where marketing mediums. We stand
we actually connect with real buyers committed to provide a luxury
and induce sales conversion. Our experience to Indian consumers at
ATL advertising comprises Radio affordable prices by optimising the
and Newspaper print strategy in key resources at every level right from
markets, while in BTL hoarding and procurement, materials, operations,
shop signage is planned. Likewise, sales and marketing.

JULY-AUG 2020 | 95 David Jones