Spykar, a denim brand, had partnered as Associate Gold Sponsor for the recently concluded India tour of Sri Lanka. This partnership signified the common energy of the Young and Restless, uniting Spykar with cricket fans nationwide. Spykar joined the supporters to fuel excitement and honour the talent showcased during the event.
Medianews4u.com caught up with Sanjay Vakharia, co-founder and CEO of Spykar
1. What are the focus areas and priorities for Spykar from a marketing perspective?
Spykar has always been based on establishing the brand as the most loved denim brand in India. We work on building a strong connection with the youth through the latest trends, style, comfort, and durability. Our marketing is aligned with interesting campaigns that share the changing trends and aspirations of the youth. Moreover, we diversify our product range without deviating from the core of our business which is Denim to address our customer needs.
2. Will marketing spend grow in 2024? Will an omnichannel approach that combines traditional and digital media be followed?
Being India’s most loved denim brand, Spykar looks at the dynamics of the market and the changing consumer landscape. To get ahead, a substantial spike in marketing spends is foreseen for 2024. In keeping with the times, reaching an audience would call for an omnichannel approach. At one level, effective integration between traditional media and digital mediums will create an integral brand experience across all touchpoints, effectively reaching consumers.
3. Spykar sponsored India’s tour of Sri Lanka. Does the company use cricket for reach or engagement?
This partnership went beyond just a sponsorship, it was a celebration of our shared love for this incredible sport, a passion that ignites the young and restless spirit in India. We connected with cricket fans on a personal level through this electrifying series.
4. With many companies doing a Raksha Bhandan campaign, how did the Thread Of Love campaign help Spykar standout?
Spykar’s Thread of Love campaign distinguished itself in a crowded Raksha Bandhan market by shifting the focus from traditional gender roles to the universal and unbreakable bond between siblings. The campaign featured a clever role reversal, celebrating the unique and complex relationship between brothers and sisters rather than reinforcing stereotypes. This approach resonated with a broader audience, capturing the essence of siblinghood and positioning Spykar as a brand that understands and values modern relationships.
5. What role does AI play for Spykar when it comes to product innovation, marketing?
AI is a key partner for Spykar in improving product design and marketing. It helps us understand what customers want, spot new trends, and tailor our designs to match. With AI, we can optimize product development so that every item appeals to our target audience. AI also helps us create personalised marketing campaigns to reach the right customers with the right message. While AI is still in its early stages at Spykar, it will become even more important as we continue to use it to predict fashion trends and boost customer engagement, helping Spykar remain India’s most loved denim brand.
6. Does using issues that matter to the youth like the elections a key part of Spykar’s marketing strategy?
Spykar, known for being a young, restless, and responsible brand, always stays connected with the concerns of young people. Elections are a key issue for our audience, and we include such relevant topics in our marketing strategy. By engaging with issues that matter to our target audience, we build a stronger connection and show that Spykar not only understands their style but also shares their values and aspirations. Our goal is to be more than just a clothing brand; we aim to be a cultural touchpoint for the youth.
7. The Elections campaign had a gratification component in it. To what extent does gratification help build brand loyalty?
As the most loved denim brand in India, Spykar understands that connecting with consumers on a personal level can make a big difference. The gratification component of our Elections campaign was key to this connection. By recognising and incentivizing consumers for their actions through instant rewards, we created a sense of value and appreciation, which significantly enhanced brand loyalty. This approach helps build and increase repeat purchases by encouraging customers to become brand advocates, sharing their positive experiences with their networks.
8. How does Spykar use Influencer Marketing to connect with the TG?
Spykar uses influencer marketing to really connect with our audience authentically. We collaborate with people whose values align with those of our brand in order to multiply reach and credibility. These digital tastemakers curate engaging content that shows Spykar denim worn out in real-life scenarios, inspiring our audience and really driving desire. Influencer collaborations allow us to tap into a vast range of demographics and trends, ensuring that our brand is always at the forefront of youth culture in a very connected and strong community building with brand loyalty.
9. Where are the whitespace areas for market share growth?
We have identified significant whitespace opportunities for market share growth. To tap into these areas, we plan to expand our product range beyond denim, including accessories and footwear through licensing. Additionally, we will focus on emerging fashion trends and strengthen our digital presence, leveraging our strong brand equity. With this solid foundation and evolving consumer preferences, Spykar is well-positioned to seize these growth opportunities.
We have also done an Independence Day Campaign where the brand is concerned by the increasing disrespect towards the national flag, especially following Independence Day celebrations. Hence, by instilling a sense of responsibility, Spykar is encouraging young Indians to collect and dispose of it correctly. By fostering a sense of civic responsibility, Spykar aims to inspire a wider movement for a cleaner and more respectful India.
Spykar’s #YoungRestlessResponsible aims to create a lasting impact on society. The campaign serves as a powerful platform to raise awareness about the importance of respecting national symbols and encourages young Indians to be active participants in building a better future.
