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The slow and evolving Indian fragrance industry is allowing the business owners to opt for several strategies for expanding their business demographically. Since India is witnessing a rise of disposable income followed by other elements such as personal grooming, the Indian fragrance industry amounts to US$ 304m in 2019 which is expected to grow annually by 3.9 percent (CAGR 2019-23).
Brands usually come up with new and innovative strategies for promoting their brands demographically. Denver is one such brand that recently appointed Mahesh Babu as its brand ambassador for expanding their business across South India.
Tapping the Southern Region
Different brands opt for different strategies for promoting their brands within regions. Denver has recently opted for the ‘Celebrity Endorsement’ strategy for generating sales and brand awareness in South India. The brand successfully got Mahesh Babu on-board as Denver’s face, playing hard on the actor’s stardom in the South region for generating their sales.
Other brands that are catering to the same segment could learn how celebrity endorsement works and could utilize it as their tool for success as well. You could start by investing in celebrities from local regions, further expanding your reach depending upon your success as a brand.
Celebrity Endorsement: One fine marketing strategy
This is not the first time when Denver has decided to do something like this. Denver’s first brand ambassador is Shah Rukh Khan that has successfully promoted the brand in the entire country. Being a leading face in the Bollywood industry, Denver has successfully managed to create sales and brand awareness by utilizing the fame and power of Shah Rukh Khan.
Now after announcing Mahesh Babu as their second brand ambassador, the brand is looking to target the southern region along with targeting the dynamic youth segment of the country.
Saurabh Gupta, Director (Marketing & Sales), Denver said, “An icon and idol for the region’s youth, Mahesh Babu is the perfect fit for the brand. We are confident that this association will enable us to reach out to and capture a much larger audience, thus significantly accelerating our growth in the South Indian market.”
Thus, it marketing your brand becomes essential in order to target your audience and achieving success on a whole. While one could go with celebrity endorsement, others could opt for different marketing strategies, depending upon your requirements and financial condition.
