Skechers unveils its first TV campaign for Indian market!
Skechers, a global leader in the performance & lifestyle footwear industry, has launched its first TVC campaign for the Indian market. The TVC has been shot in the USA. This TVC campaign also earmarks its launch in the country.
The TVC for men is very engaging and acts as the perfect style guide for a man during the whole day. Be it a game or be it a date night...Skechers has the right product for every occasion. This is to establish Skechers as a brand which has a wide range of product offering for men.
On the other hand, the TVC for women is very colourful and highly appealing in its aesthetics with the display of attractive range of Skechers shoe. It captures the camaraderie between friends, as well as the bonding between the woman and her man as well as between the woman and the child, showcasing the range of Skechers footwear as fit for various occasions.
While talking to Adgully, Sanjeev Agrawal, MD, Skechers South Asia Pvt Ltd, said “Through this youthful ad campaign we hope to connect with our audiences through our offerings. Skechers is a very unique brand with a wide range of products for men, women and kids for all occasions. It is a sporty, stylish and fun brand.”
When asked about the basic thought while launching a TVC and challenges faced, he said, “Skechers is an international shoe brand that is now available in India. The thought behind the campaign is to showcase the wide range of shoes that come from Skechers. Skechers is taking on the cluttered market by taking on the 'fitness' positioning. It is a gap that is not directly addressed as a single brand promise.”
Speaking about the USP of the brand, Agrawal said, “Skechers offers unique product features like Utra Lightweight, Resalyte Cushioning and M Strike technology which provide unique benefits in fitness use. Apart from this the range has shoes which cater to the Lifestylke segment as well. Given the unique features and the wide range, the brand is addressing a growing need in the market with a unique product.”
Skechers is undertaking a multi - crore campaign which will be visible through TV, Print and Radio. Since this is the first television initiative by Sketchers, so Why now? He says, “The fitness market is India is growing. Awareness about the need for fitness and the means to get fit are increasing. Given the unique features that Skechers shoes offer it is the appropriate time for Skechers to be available in India.
While Skechers is known as a shoe for Running or Walking, Skechers wide range suits every age and activity through its three collections: performance, sports and lifestyle. The new wide range of Skechers shoes is now available in India through Planet Sports, Reliance Footprint, Metro, Lifestyle and Central. The TV commercial is being aired on all genres of channels including Hindi GEC, Regional GEC, music and English entertainment channel. The channel mix is in line with the wide reach of the brand that it has achieved in a short period of time. | By Aanchal Kohli [firstname.lastname@example.org]