Relative newcomer Traworld aims to be Rs 150-cr brand in 2018: Tushar Jain
At a time when every brand is diverting its attention to digital and also strengthening its focus on television, Traworld, the premium luggage brand from High Spirit Commercial Ventures, has rolled out a print-focussed campaign.
Featuring actor Sonam Kapoor Ahuja, ‘The World is Your Ramp’ campaign reinforces the positioning of the brand as a fashion brand rather than a plain luggage brand. The campaign is aimed at tapping the consumers who are regular travellers for many occasions and also look for fashionable luggage bags.
The entire advertisement strategy has been conceptualised and driven by Makani Creatives, who are positioning the brand for premium customers reflecting upon their needs as per their lifestyle and choices.
The brand is focussing on print ad-campaign across national and other regional dailies spread across 10 leading cities, reaching out to consumers across India. Besides, several BTL activities have been planned with all the MBOs across India to deliver the essence of the brand and enhance visibility. After looking at the success of the campaign, the company may also look at TV campaign in the years to come.
Speaking to Adgully on the latest campaign, Tushar Jain, Founder and Managing Director, High Spirit Commercial Ventures, elaborated, “‘The World is Your Ramp’ campaign is to break the clutter of what other people are doing. Actually, if you look at other brands, they all are mostly focusing on durability of the product, whereas we want our product to be related to fashion as well.”
The fashion factor has been captured well in print images that give a luxurious look to the brand, while at the same time the price has been kept at a reasonable level.
On the choice of Sonam Kapoor Ahuja as the brand ambassador for Traworld, Jain remarked, “As our brand relates to eye and imagery. Sonam Kapoor is known as a fashion diva. So, we felt that she can be the best person to create aspirations for the people. While luggage brands mostly choose male brand ambassadors, we have taken a woman as our brand ambassador, which is first of its kind for an Indian luggage brand to do so. Fashion goes well with women consumers and this would give us an edge over others in the industry.”
When asked why the brand went for print medium instead of high visibility on TV or digital, Jain replied, “Since the brand is new and is available only in 6-7 states and not pan-India, we thought it would not be right to directly put it the ad on TV. We are currently focusing on print and digital, as well as the outdoor media. In OOH, you can see a lot of traffic outside Mumbai and Delhi airports, so it can be the best opportunity for us.”
He added that the brand would be looking at TV after 1 or 2 years, after it has established itself in the market.
In print, the brand has started out with the Times Group publications, and as it expands to the South markets, especially Tamil Nadu, it will engage The Hindu as well. Given the high traffic at airports, Traworld is also looking at in-flight magazines and travel-focussed publications.
Traworld has chalked up an aggressive growth target of 50 per cent per annum. Jain informed, “Traworld will be a Rs 150-crore brand this year, and as it is just one and a half years old. In the first year, we were Rs 45 crore, but this year we are targeting Rs 120 crore as our company value, excluding the retail business.” Jain’s ambitious are huge as he plans to make Traworld a global brand in 10-15 years.
Jain is not deterred by the strong competition in the luggage space from players like Samsonite, VIP Industries, Skybags. “You can see the difference by just looking at the structure and the pricing, because we are focussed on quality and stress that the price must be the wow factor for everyone,” Jain maintained.
Speaking on the changing consumer preference in the luggage market, Jain said, “Everyone actually likes fashionable, lightweight bags. No one likes the old fashioned bags any more. A huge number of customers are shifting to hard case luggage.”
The creative push
The creative brief for Makani Creatives, which has conceptualised the campaign, was to execute a photoshoot that made the luggage luxurious and fashionable. The idea was to create a good-looking campaign and make the brand aspirational for people. As Jain reiterated, “The Traworld campaign is all about fashion, as we consider the world as a ramp.”