breif analysis of Hidesign Campaign

[jainpooja29]

Advertising strategy and Campaigns of Hidesign

Brief history about Hidesign:
1978: Hidesign begins with a two-person workshop, marketing through small alternative shops in Australia and the United States.
1990: Factory established in Puducherry

Dilip kapur is the man behind the HIDESIGN, the international leather brand with roots in Pondicherry.
The Hidesign factory at Puducherry was designed and built by Ray Meeker, a low cost ecological building expert. The factory includes ponds, waterfalls and streams built into the layout. No asbestos is used anywhere in the factory and all waste water at the factory goes through filtration and is reused. All waste material is also separated and reused or sold for reuse.

The name Hidesign was formed by merging the words “hide” and “design”. The brand was initially promoted in travel and fashion magazine. But the brand was initially perceived as a boring one in the Indian market. Different campaigns and advertising went into changing this notion. The brand was aimed at young upper class people and it was priced high. High quality an distinctive design were the positive elements of the brand.

The every advertising strategy and campaign that the brand has done, the one thing that was common to all is the reflection of his founder that is, dilip kapur. Someone who has grown up in an independent-minded and environmentally conscious society.Hidesign bags rebelled against the slick, formal offerings that were then in the market. The advertising strategy adopted to promote Hidesign can be simply described as natural, pure and individualistic.

The main challenge for the brand was to alter the boring notion of the product and convert it into a cool product in the Indian market. This required a lot of effort in promotion and distribution. The positive side was that Hidesign was the first one to introduce luxury retailing in India in terms of leather products.
The various campaigns that went into altering the “boring” notion was intended at enjoying one’s own company all alone. The recent campaign has been launched in two parts. The first part was released in september2010 and the second part was unveiled in October to coincide with the festive season. Developed by Contract, Chennai, the new advertising focuses on giving the brand a more “cool' image. The second segment of the campaign, to be released in the next few weeks, will focus on promoting Hidesign's products as a "gifting option". Hidesign has also campaigned for Breast cancer and has manufactured bags in the signature Pink color for spreading the awareness.