Yardley London betting big on digital media; Gets Windchimes Comm on-board

Windchimes Communications, one of India's leading social media agencies has been signed on by Yardley London, a brand of Wipro Consumer Care and Lighting to consult the brand on its foray into social media. Windchimes will help the brand set up and manage its social media presence.

Over the years, Yardley of London has become loved for its distinct floral fragrances that are timeless classics worn by women of all ages. From light refreshing body sprays to the more indulgent eau de toilettes, Yardley combines only the highest quality ingredients to create long lasting yet delicate fragrances.

Windchimes will leverage social media for Yardley London, with the aim of positioning it as a youthful brand while reinforcing the royal heritage. Windchimes will make use of consumer-centric platforms like Facebook and Twitter to reach out to existing and potential Yardley users and engage with them.

Social media will be leveraged to communicate to Yardley's online audience about the range of products available within the Yardley family and also use it as a platform to create buzz for new launches. Yardley is also looking at encouraging trials for its products ' which will be facilitated through social media. The ongoing association of the brand with leading Bollywood actress, Katrina Kaif, will also be used by Windchimes to create a talking point for the brand online.

Commenting on Windchimes' alliance with Yardley, Sriram Iyer, Business Head, Wipro Yardley Consumer Care said "It makes perfect sense for a heritage brand like Yardley to embrace new media, since one of our main objectives is to connect with a younger audience ' who are increasingly online. Social media provides us with the apt platforms to create and further engage with our users. We are confident, Windchimes, with its considerable experience in working with brands across categories, will provide us with the right strategic inputs and execution excellence to make our social media foray a success."

Nimesh Shah, Head Maven ' Windchimes Communications commenting on the association with Yardley London said, "We are very excited to be working with Yardley London on its maiden foray into social media. The brand comes with a very distinguished history and one of our key roles will be to take the brand into new media without losing the royal essence of the brand. By effectively using social media, we aim to introduce and create a connection for Yardley with new customers and to meet its business objectives."