Alliance Advertising got media planning and buying duties of luxury brand Swarovski.Swarovski is an Austrian brand known for its crystals, jewellery and accessories.
Director of Alliance Advertising, Arshad Nizam says, “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 that were totally new to the consumers.”
Swarovski has allotted Rs 4 crore for its advertising. Apart from the usual print advertising, Swarovski is also looking at events as a brand push. The company also plans to enter the home accessories segment as well as the corporate arena.
Luxury brands in India have been increasing their ad spends, but they continue their focus on product advertising in fashion and lifestyle magazines. With limited avenues of communication available to them, niche brands such as Swarovski would put their money where there is return is maximum.