Paragon, a footwear manufacturer, had unveiled its campaign ‘Pujo Mane Chonmone Mon, Chola Mane-e Paragon’ to celebrate the spirit of Durga Pujo. The thematic campaign ws an attempt to dial-up the emotion and anticipation that the occasion of Durga Pujo evokes in the hearts of Bengalis. Paragon urges the audience to step into a pair of Paragon and enjoy the celebration with comfort.
The integrated campaign combined traditional and new media, using a mix of print, outdoor, radio and digital platforms.
The campaign combined thematic Ads, curated Pujo wishes on each day of the celebration, celebrity endorsements, distribution of free Pujo passes through several mediums and promotion of its festive footwear collection; with a digital and traditional media strategy.
Paragon’s positioning, ‘Jed, Egiye Cholar’, looked to embody the spirit and drive of the people, especially during the celebration of Durga Pujo. This festive season the company added holds a special place in the hearts of Bengalis, where the passion for pursuing happiness is at its peak. Its creative partner, Turmeriq, brought this campaign to life, seamlessly blending the festive fervour with the essence of perseverance that defines Paragon.
Medianews4u.com caught up with Sachin Joseph, Executive VP, Marketing & IT, Paragon Footwear.
Q. Paragon’s Durga Puja campaign was an attempt to dial-up the emotion and anticipation of the event. Is this going to be the aim of the company’s marketing efforts throughout the festive season? Amplify the emotional quotient and make consumers feel rather than think?
Festivals are all about celebrations, evoking emotional bonds with family and friends. Paragon has a strong emotional connection with our consumers and we would like to amplify this during the season.
Q. What marketing tactics will the company adopt to ensure that it gets its share of voice during the festive season?
The idea is to go regional and focus on key markets which contribute to our topline or have a high potential to do so.
Our primary medium to drive SOV this season will be via Print, Digital & instore branding. Only select markets will have additional mediums like OOH & Radio.
We are driving consumer engagement via on-ground activation in local festive celebration eg: Ganesh Chaturthi in Maharashtra.
Also using social media influencers, regional celeb collab, to connect with our audience.
Q. How is the festive season looking like for the company and the footwear category compared to last year’s festive season?
We’re optimistic about this festive season. Efforts in curating product range for the festive season by our product development and design team, keeping in mind the regional nuances has worked and this is reflected in consumer response.
Q. For Paragon since e-commerce accounts for only 10 percent of sales will most of the festive season ad spend go towards traditional mediums like print and radio? Or does it vary according to the market?
Offline media is critical for our brand campaigns as our revenues are driven by wholesale distribution, which caters to multi-brand stores.
Digital media is also relevant across all markets and there has been a substantial increase in investments in this media.
Q. Paragon’s main markets are the tier two and three towns and cities. Do hyper local marketing strategies work best there? Kindly elaborate.
For Paragon, tier 1 towns also make a significant contribution to the topline.
When it comes to hyperlocal marketing tactics, it is beneficial for our Exclusive Brand Outlets, which is largely present in southern states of the country.
Q. Influencer marketing will much more widespread this festive season across categories compared to last year. How will Paragon use this medium?
Paragon has been leveraging regional influencers in big way as part of our social media strategy.
This year we have used them for festivals in our key markets viz. Durga Pujo and Ganesh Chaturthi.
Influencers have helped us gain regional relevance and engagement with our TG in these markets.
Q. Earlier this year the company repositioned itself with a new tagline. How will it help the brand connect on a deeper emotional level?
The new brand positioning is taking the brand’s emotional connection with our TG to the next level. In this highly fragmented category, functional benefits are not enough to create brand differentiation. Also Paragon’s legacy of 5 decades gives us the foundation to build on this emotional bond.
Q. How did the idea of positioning the company as one that supports consumers through every challenge that they face come about?
Through consumer research, we got an insight into the consumer’s mindset and what the brand Paragon means to them. Using this, with the help of our creative partner we developed the new positioning.
Q. The company also roped in a new agency Turmeriq. What is their mandate?
Turmeriq is our creative partner for offline & digital media for Paragon brand only.
Q. What role is the Disney partnership playing in helping the company expand its footprint?
The Disney licensing partnership is to help us tap into newer consumer cohorts. It is helping us revamp our product portfolio and brand imagery.
Q. Paragon works with over 500 distributors. What B2B marketing activities does the company do?
We undertake the following BTL activities:
– In-shop branding & signage
– Whatsapp Chatbot
– Trade Loyalty Programme
– Retail conferences
Q. What role is AI playing for the company in terms of price points, identifying market gaps, efficiency in marketing spends and product innovation?
We are experimenting with AI tools for product design and development. Currently it is at a very nascent stage and we’re gathering learning to implement it on a much larger scale.
