Following on from the success of Landmark group’s international high street fashion value store brand Splash in Hyderabad, the company is planning to use the local media including television and radio as a major platform for ‘Splash’ brand promotions.
As part of their promotional activities, Splash plans to create fashion shows which would be aired on regional channels and local cable networks.
Lifestyle (a Landmark Group company) vp-marketing Shankar Suryanarayan said, “We have had some measure of success in attracting walk-ins through the local and regional networks at Hyderabad and plan to follow the same pattern in Bangalore and other places where we launch new Splash stores.”
Suryanarayan explained that the campaigns would be supplemented by advertisements in magazines, print media and outdoor. Splash’s media account in the Middle East is handled by Media Edge while in India the mandate remains with JWT.
According to sources at Landmark, the annual advertising budget is in the region of Rs 4-6 million per Splash store.