afaqs!

Alliance Advertising strengthens luxury vertical with Swarovski

By Neha Kalra , afaqs!, New Delhi | In Media Planning & Buying | August 21, 2008
With this win, the agency has taken a step forward in building on a vertical which has been nurtured since 2004

Alliance & #BANNER1 & # Advertising, the Delhi based media planning and buying agency, has won the media duties for Swarovski, the Austrian brand known for its crystals, jewellery and accessories.

With this win, the agency has taken a step forward in building on a vertical which has been nurtured since 2004. This vertical looks at offering specialised media services to brands in the luxury space and already has Marks and Spencer, Next, Guess, The Body Shop and Debenhams in its kitty. Apart from Swarovski, the other brands have been won over a period of three years, beginning 2005.

Arshad Nizam, director, Alliance Advertising, tells afaqs!, "Alliance brings in understanding and expertise in handling the special needs of brands that operate in the luxury space. While some of the lifestyle brands we handle have enjoyed patronage in India for many years, even though they were not retailed in India, there were some which were totally new to the consumers. We took care to understand the diverse tasks that were at hand to address the different consumer sets. It has worked for the brands. The challenge is to address each of their needs in a very complex market, where each day, more and more premium brands are launched. We are very excited at the prospect of working with Swarovski. It gives us the chance to create fresh landmarks."

Swarovski has allotted an approximate sum of Rs 3-4 crore for its advertising. Apart from the usual print advertising that luxury brands take up, Swarovski is also looking at events as a brand push; there are a lot of new things that the brand wishes to experiment with, Nizam says.

Spreading its reach, Swarovski is looking at entering the home accessories segment as well as the corporate arena.

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