Premium segments, intl brands – Rupa & Co aims high: Vikash Agarwal

Rupa & Co Ltd recently upped the ante for its innerwear brands Macroman & Macrowoman, launching the W-Series following the success of Macroman M-Series. The products in the W-Series range from innerwear to sportswear and leisurewear. 

Over the past few years, Macroman M-Series, which is targeted at the urban male, has spread its wings in casual menswear category and is currently producing a vivid range of summer and winter wear. On the other hand, Macrowoman W-Series brings premium fashion for today’s woman; it is set to be the complete answer in fashion, from lingerie to sportswear and leisurewear. 

Targetted at the millennials, the new promotional campaign of Macroman M-Series & Macrowoman W-Series has been rolled out, featuring new brand ambassador Ranbir Kapoor. 

Elaborating on the campaign strategy, Vikash Agarwal, President & Brand Director – Macroman & Macrowoman (Rupa & Co Ltd), said, “The brand was already there for the youth, but now it is standing for the youth by creating an emotional connect with a new form of energy and confidence. The objective of the campaign is to make Macroman W-Series synonymous with youth, style and fashion.” 

Macroman earlier sported the tagline ‘Live like a Macroman’ in its campaigns that featured Hrithik Roshan. The latest campaign highlights the new brand philosophy of ‘Live Open’, where Macroman is now standing for the youth who believe in living life on their own terms rather than following others. 

Agarwal informed that the ad spends for the latest campaign constituted 8 per cent of the total market budget. 

On bringing on board Ranbir Kapoor as the brand ambassador, he said, “We have always wanted to develop an emotional connect with our audiences and thus, this time we have roped in Ranbir Kapoor as our brand ambassador as he not only connects with the youth, but is a youth icon for today’s generation. His lifestyle and fashion make him the perfect dude for this brand. Young, bold and immensely talented, this blue-eyed boy is the perfect fit for our new positioning.” 

At the same time he said that the company had not decided on having a female, and that Ranbir Kapoor would continue as the new face for Rupa’s premium brands. “Beside this, we are working on more techniques for developing a stronger bond between the brand and the audiences,” he affirmed. 

He added, “In terms of competition, we are in the second position in the market after Jockey, and all other notable brands are positioned below us. We are looking forward to compete with international brands like Jockey, Hanes and Playboy and acquire a dominant position in the premium segment.” 

Agarwal further said that Rupa had always been strong in the core economy segment, but going forward, the company will be focussing more on the premium brands. “We have brands for different segments. We believe in the long run and that’s why we have done brand wise segmentations since a particular brand cannot cater to all the segments. We have also initiated spends for the international brands as well,” he added. 

Agarwal also informed, that in the next 2-3 years, Rupa was expecting to double its revenues from the current level.