NDTV’s adopts new marketing mantra to target tier II & III cities

MUMBAI: At a time when every e-retail venture is shouting from rooftops about multiple discounts, exclusive offers and cashbacks, NDTV Ethnic Retail’s venture has come up with a TVC showcasing their style and range.


In a bid to target consumers in Tier II and III cities, the e-retail venture, which offers a range of Indian ethnic wear along with antique showpieces, has rolled out a nationwide campaign called ‘Inherently Indian,’ which will have presence on TV, outdoor and digital.


The ‘Inherently Indian’ TVC, which was launched on 15 August, 2015 has already started appearing across NDTV channels and will also have presence on digital platforms. The brand strategy was conceptualised and created by Brandmovers India.


Speaking to, NDTV Ethnic Retail CEO Rahul Narvekar says, “We are currently mulling on whether we should put the TVC on other channels too. The ad brief had two major parts. Firstly, we wanted to depict our Indianess and the wide range of products.  And secondly we wanted to break the clutter. That’s the reason why we have not mentioned anything about discounts and pricing anywhere in the ad.”  


Narvekar is happy with the response that the Soumik Sen directed TVC has garnered so far. “We have been trending on Facebook. We got calls from veteran Bollywood stars and other dignitaries praising the TVC and hence I am very delighted with the response.”


Indianroots has recently raised additional funding for its expansion plans. “We want to be market leader when it comes to ethnic wear. In the last financial year, we garnered top line sale of Rs 61 crore and this year we want to grow further.”


Narvekar added, “The new TVC will help establish our positioning around the idea of “Inherently Indian” in a visual manner and will beautifully blend fashion and story-telling, while highlighting typical quirks of our country. IndianRoots is a firm believer in Make In India and our TVC conveys the uniqueness and immense potential in this message. With this commercial, we aim to capture the attention and increase the recall value of Indianroots within the Tier II and III customer base of our country.”


NDTV Ethnic Retail marketing head Paroma Sen said, “Indianroots has come a long way in the last two years, building up a strong foundation and business within and outside India. Coming in before the kickoff of India's festive season this year, the TVC explores the moods and sentiments that every Indian will identify with. This TVC will help Indianroots build awareness in growing markets, and help us connect with our customers at a very human and emotional level.”


Brandmovers India co-founder & managing director Suvajyoti Ghosh added, “Agencies, in general, do not rope in Bollywood directors to direct a TV spot, but in this case, we wanted Soumik’s unique story-telling vision to come through and create great cinematic quality. To keep it real, we avoided casting the typical model figure, and instead chose to portray the real, modern woman, with a distinct candour.”


“The TVC is marked by a languorous verse narrative in Hindi written in-house and is centred around the concept of identity and beauty and how little Indian things are embraced everyday through the attires worn by women,” added Ghosh.


Sen said, “Indian fashion is evolving and Indianroots is one of the harbinger of this revolution in Indian wear. The portal has always reinforced the notion that Indian fashion can also be stylish and modern hence, we wanted to create a commercial that talked about modern women embracing ethnicity. The modern Indian woman is someone who embraces her traditional roots with elan, and wears it every day. Capturing this on film implied making tradition chic and urbane, and bringing out her inner beauty. This was challenging, but it was a fun, monsoon shoot.”


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