Winning strategies for David Jones Eyewear

Opticado India Eyewear, New Delhi, adopted a new “Covid Go to Market Strategy” during the lockdown which has enabled it to fast track to the road to recovery post lockdown. The Indian Optician decided to catch up with the Opticado team – the dynamic promoter duo Mr. Rohit Kalra and Mr Ajay Nangia and Mr. Vishal Suri, Director-Sales, to learn more about their winning strategies for the Indian optical market and especially in context for its popular David Jones Eyewear brand. Read on to find out more…..

Our collective experience of >100 years in eyewear manufacturing, design and distribution helps us in giving the Indian consumer the best of global eyewear at an Indian price.

TIO: Please share some details about the new creative.

Vishal Suri (VS): We were looking for a millennial face for our 2020 eyewear and sun-wear collection through our agency, but couldn’t zero in on the right personality. After a lot of research, we finally decided to rope in actor-cum-model Karan Kalra, as our new face as he represents and mirrors the millennial generation. The shooting for the ad was done in one of the best studios in upscale Noida with a top team from the film making industry.

The Indian Optician (TIO): What is the key strategy for David Jones amid Covid-19?

Rohit Kalra (RK): Covid-19 has hit the spending capacity of the Indian consumer. Recognising this fact, we proactively added a new affordably priced collection in our David Jones portfolio – this means that customers can avail the classy designs, stylish eyewear and superb quality of David Jones eyewear at a super reasonable cost. Additionally, we focused on complete revamp of the imagery used in our visuals for Point of Sales (POS) and other consumer touch points whether through above the line (ATL) or Below the Line (BTL) advertising route so as to give our brand a fresh look and to create excitement in the trade and consumers to beat negativity.

TIO: What are the features of the Make in India collection in David Jones?

Rohit Kalra: I can confidently state that the collection features unique designs, supreme aesthetics and best quality material to offer the wearer day long comfort. Moreover, the pricing starts from INR 1500 onwards and consumers can get the new models in multiple size options in a cool and vibrant shade palette.

TIO: What is so unique about your 2020 marketing campaign?

Ajay Nangia (AN): The marketing strategy revolves around a mix of ATL, BTL & POS where 70% of the budget is allocated to POS where we actually connect with real buyers and induce sales conversion. Our ATL advertising comprises Radio and Newspaper print strategy in key markets, while in BTL hoarding and shop signage is planned. Likewise, in store POS kits will boast of newly shot creatives featuring new models and latest collections. Our latest full page ad in The Times of India hit 30 Lac readers on 15th August alone and our digital platforms also hit new milestones in getting more clicks and visits. All this has resulted in more queries and visits at retail stores.

TIO: What is so special about your designs and reasons for premium retailer’s acceptance?

AN: Our new creative gives the feel of young and vibrant millennial consumer preference. We put a lot of effort in the design and procurement process, keeping in mind the internet savvy Indian consumer’s preferences. 

We created a lot of excitement and buzz in the shoot – this helped in creating the desired mood for the entire crew and models. We are very excited with the response from customers and retail partners.

TIO: What do you think will be post Covid-19 future for the Indian eyewear market and what role will OPTICADO play in ensuring a good innings?

Collective response: First and foremost, we strongly believe that the optical business is amongst the fastest in the road to V shape recovery along with mobile handset and computer hardware industry as it’s in essential category because of increased work from home culture. We consider the future is clear – as is evident in other industries the consumer wants 200% value for money and we promise to give luxury and premium experience at truly Indian prices. We hope that our personal commitment will ensure that we continue to stand out in future. Amid Covid-19 when most brands are actually freezing their spending power we are talking about our brand David Jones with end consumers through a mix of marketing mediums. We stand committed to provide a luxury experience to Indian consumers at affordable prices by optimising the resources at every level right from procurement, materials, operations, sales and marketing.

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