Spinz establishes brand fit with fashion, to roll out talcum powder nationally

Second time in a row, CavinKare, along with event managers Brahmma, has sought to associate its Spinz brand with fashion and has announced the ‘Spinz Fashion Mania' in Chennai. Interestingly, this alliance is going along the lines as Hindustan Lever Ltd's association with (Lakme) India Fashion Week. "Spinz, which covers our fragrance range (that is, perfumes and deodorants) and talcum powder, has a youthful, lively and trendy positioning. This is the second time we are associating with the event as we see an image fit. However, we have not thought about appropriating the platform yet and would like to evaluate the proposition later on the basis of how this event evolves," a CavinKare spokesperson told agencyfaqs!.

The company has done a lot for the Spinz brand in the recent past. After overhauling the complete range, the company is now planning roll out the talcum powder on a national scale. In the pipeline is a media blitzkrieg to support the expansion. In the meanwhile, its earlier efforts are beginning to show results. According to ORG-Marg figures for February this year as provided by the company, Spinz perfume has a 5.8 per market share (all-India), while down south it is slightly better off with 7 per cent share. In deodorants, it has a 3.5 per cent share all-India, which is again higher in the south at 5.2 per cent.

Now the company is spinning its hopes around the Spinz Fashion Mania 2003, which it seeks to position as "south India's answer to India Fashion Week". It will have noted designers from Chennai such as Erum Ali, Rehane, Chaitanya Rao and Diipnaz & Richa strutting their stuff. The show will also feature collections of such well-known names in the world of fashion designing as Abu Jani and Sandeep Khosla, Raghavendra Rathore, Satya Paul, Poonam Bhagat, Kiran Uttam Ghosh, Namarata G and Sujith Mukherjee. Top models such as Vidisha Pavate, Jesse Randhawa and Tapur Chatterjee are being invited to infuse the necessary dose of glamour to the event.

The event will be co-sponsored by Ambi Pur (a Godrej Sara-Lee brand) in association with Shree Jewellery and Madras Plus (from the Times group), and supported by FTV, World Gold Council and SS Music. The show is looking to go international next year and evolve into a hard-core trade event. "This year it is going to be restricted to the domestic audience. But this is just the beginning. We are planning to bring in the big buyers next year,'' said Ajit Menon, spokesperson for Brahmma, said. © 2003 agencyfaqs!