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VIMAL

RELAUNCHING
Going small to Strike big
History
• Vimal began its existence as a saree
brand nearly 30 years ago with its
memorable tag-line:
'A woman expresses herself in many
languages, Vimal is one of them'.
• Vimal has gloriously celebrated the
multi-faceted beauty of Indian
women. The concept of 'multi-
facetedness' was the bridge between
the product and the consumers.
Appeal

Effect: Vimal sarees grew to become India's largest selling fashion


fabric.
A first for newspaper advertising was the 16-column
Vimal ad featuring several 'colour fully draped'
women released in 1991.
Transition
• Post 1993, Vimal sarees and dress
materials were slowly phased out as
the company focused on exports of
suit fabric.
• Saree advertising gently and
gracefully made its exit.
Change of Focus

• Vimal Suitings in
intensive competition
• Only advantage :
• was its product
superiority premise
Planed Move
• There were six phases in the
campaign
• the first established the superiority backed by technology
endorsements (Deepak Parasher, Kanwaljit and inserts of the
Reliance plants);

• the second had achievers endorsing the brand's caliber (Param


Vishisht Seva medal recipient Lt. General JS Arora, world
amateur and world open billiards champion Michael Ferreira
and editor-publisher RK Karanjia endorsing the premium wool
range)

• the third ensured that the brand achieved enough momentum to


dictate fashion (Kabir Bedi campaign where Vimal donned the mantle
of dispensing tips on personality grooming)

• the fourth firmly established the brand as the 'style guru' (Deepak
Malhotra ushering in the slow movement towards heightened
aesthetics rather than harping on the calibre);

• the fifth used celebrity cricketers (Ravi Shastri and Allan Border) for
the first time ever;
Superior Moves
• Harmony furnishing fabrics was born
when Reliance installed their first home
textiles manufacturing unit.
• The advertising for the premium and up
market Harmony collection was
sporadic; not as profuse as that of the
sarees and Suitings.
• initial positioning as 'premium
furnishing fabric', the ad campaign
moved into the 'interior fashion textiles'
and later as 'textile art for interiors'!
Relaunch of Harmony
• The brand was relaunched in 1994
with a whole new identity and
spectacular photographs.
harmony to heritage
• The Heritage series campaign was
the first for the country to depict the
traditional Indian textile art
(Bandhani, Jamavar) forms.
• change of positioning from a mere
utilitarian furnishing fabric to an
aspirational 'art'

Year 2007 Oct Relaunching
Fashion for everyone
Budget
• Rs 500 Crore for retail expansion
• Additional Rs 100 Crore on
revamping & promotion of the Brand

• Music Maestro A R Rehman


• Actor Amir Khan
• Player Viswanathan Anand
Ready to wear Apparel
Premium, innovative products that will delight
consumers
• Shirts
• Trousers
• Suits
• jackets
Branding
• Vimal Red: Popular Range
• Vimal White: formals with premium
pricing
• Vimal Black: top end Italian fashion
The Leader
• Grasim-Aditya Birla Group
Tied up

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