Spykar Jeans bets on Movies

30 May '07

2 min read

The big screen is becoming a good catchment area for apparel companies to gain mindshare, and higher sales. The tinsel world in Mumbai has seen a number of players cashing on the magic of films by strategically weaving their products into the action.

Now a similar development is also taking place down south. In a bid to expand its presence in the south, Spykar Jeans is now targeting Kollywood (Tamil filmdom) and Sandalwood (Kannada filmdom) after Bollywood.

Having done infilm advertising in more than seven Hindi movies, including recent flicks like Kya Cool Hain Hum and Namastey London, Spykar Jeans plans to take the same route to increase its visibility in the south. The casual wear brand is in talks with several southern production houses.

"Having established good presence in the north and west, we are now concentrating on the southern market, which is not easy to crack. We plan to take the mass media route like advertising in Surya's (a leading Tamil movie Star) movies, apart from other southern films.

We are also looking at below-the-line activities like sponsoring college events to popularise Spykar Jeans in the south," says Sanjay Vakharia, director (marketing), Spykar Jeans.

The company plans to roll out over 30 outlets in the south by the year-end. Spykar Jeans plans to launch eight to ten stores in Bangalore, four in Hyderabad, and two in Chennai in a month or two. Tier-II cities like Pondicherry, Coimbatore and other cities will have one to two stores each.

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