"Our marketing spends for 2017-18 would be Rs 80 crore": Shilpi Modi, Director, Manyavar

Ethnic wear brand Manyavar and Mohey by Vedant Fashions, has recently launched a new ad campaign - #NayeRishteNayeVaade - featuring the Indian cricket team's skipper, Virat Kohli and Bollywood actress Anushka Sharma. The ad has been conceptualised by Shreyansh Innovations with Prachar Communications as the media agency for the brand.

New ad by Vedant Fashions to promote Manyavar and Mohey - #NayeRishteNayeVaade

This is the first time that the brand Mohey has also been promoted by Vedant Fashions through a TVC with the combination of a fairly strong brand like Manyarvar. Mohey's competitors like Biba and Anouk by Myntra, Fabindia have been advertising since a long time. That would seem like the reason why Mohey needed the support of a strong brand like Manyavar to get noticed.

Shilpi ModiTalking about the marketing budget set by Vedant Fashions for Manyavar and Mohey, Shilpi Modi, director, Manyavar, says, "We carry the highest advertising budget in the segment. For 2017-2018 the marketing spends would be 80 crore."

Currently, Manyavar has a retail presence of 450 plus stores. Mohey was launched in 2016 and has grown to 60 stores in a period of one year. "Our target is to double our store count by 2018", adds Modi.

In the first phase of its marketing campaign, Manyavar was only seen in theatre ads and then came to other mediums like TV, print and outdoor. We asked Modi, for Mohey, which media platform are you looking at as your lead medium of communication? And why?

She says, "Our product range caters to a wide variety of audiences, with something for every member of the family. Hence, we have a 360 degree integration of all communication platforms - TVC, multiplex, outdoor, print and digital."