PNG Jewellers signs Madhuri Dixit as brand ambassador

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by Samuel Pordengerg Mar 20, 2023 News
PNG Jewellers signs Madhuri Dixit as brand ambassador

Nike and Adidas entered the Indian market in the late 80's. The sportswear brand captured the market within a decade.

In the digital era, when brands are pulling out all stops to stay relevant, PUMA is also trying out different marketing tactics to cater to the shifting needs of the new-age consumers.

There are edited excerpts from the interview.

How has the company kept up with the times?

There isn't a single answer to this. There are many ways to stay relevant. First and foremost is the marketing funnel, one needs to appeal to the consumers in a language that they find relevant, and the time it takes to put the product in front of the consumer has gone. A narrative around the brand is needed. We don't come up with a campaign that is just copy-pasted because we are a global brand and we need the language that the Indian audience understands.

Whether you walk into a store or go online, the channels play a very important role. One needs to create the right experience for the consumer in order to use digital.

What is happening with the GenZs?

Generations come with different expectations and approaches. The young audience wants to be a part of a community, brands that are able to provide a platform where consumers can come in and exchange an expression and connect and build community, and in that process and delivering a message works well with the younger audience.

The audience is looking for a reason to care about social causes. The E-Commerce mechanism as well as the payment mechanism has made life easier and young audiences are starting with convenience. Being a part of the community, being inclined towards purpose-driven brands, and expecting convenience are some of the things Genz consumers look for.

What is the message that the brand is trying to convey?

Mary Kom is an example of a partnership with the right kind of opinion leaders. We are trying to stay relevant with the various consumer segments by signing up more as a brand. In our campaign Proper Lady well women came and expressed themselves breaking gender stereotypes in India. Cricket has been known as a gentleman's game for a long time, but now it is changing and we are trying to speed it up.

The post-covid era was a time of change.

We've been in India for over a decade. The sales have doubled in the last three years. For the last 7 years, we have had a digital strategy.

What are you doing with the tier 2 and 3 markets?

We are opening more stores because we want to make it easier for people with disabilities to shop. We have increased our share from the non-tier 1 markets in the last 3 years. Most of the stores are in tier 2 and tier 3 cities.

segregation in percentage is the amount of online and offline business in these figures.

The majority of the business is from physical stores.

Who has been the most influential for the company?

The truth is dependent on your business scale. The kind of content that goes out is to check credibility is one of the things that makes a solid influencer strategy. What your brand stands for should beCredibility.

There is a marketing strategy for the year.

The kind of demographic profile of our market makes it important for us to be there. Right from search platforms to OTT platforms to news platforms, we are going to every one of them.

If you click here, you will be able to watch what Ganguly said about Indian audiences and sports.