Rupa collaborates with Dawa Steven Sherpa to scale Everest and unfurl flag on the top in an attempt to establish leadership in knitwear.
Rupa has enjoyed the position of being a popular knitwear brand in India since the last 50 years. Currently, there are nine sub-brands under its portfolio — Frontline, Euro, Softline, Macroman, Jon, Bumchums, Torrido, Thermocot, Footline. Recently, the brand made headlines for an association that led to their presence being felt on Mount Everest.
This influencer marketing approach is an interesting choice for this five-decade-old brand trying to establish its presence as a leading hosiery brand. “With this year marking the 50th anniversary of the company, we decided to associate with Dawa Steven Sherpa, MD, Asian Trekking to hoise our flag on the top of the world at Mt Everest,” says K.B. Agarwala, MD, Rupa & Company Ltd.
Reaching the right audiences
As a rule, Rupa always practices a 360-degree marketing approach. “We are heavy advertisers on TV, print, OOH, digital and social media,” says Agarwala. He feels that it is their successful marketing mix that has benefited Rupa in terms of brand recall and awareness. Digital and social media plays a pivotal role in the marketing mix, especially in the recent environment. “Our attempt has always been on creating an agile and interactive social media presence,” he says, explaining how the team keeps trying to come up with campaigns that would keep the consumers engaged, informed and updated.
Touting Rupa as the brand that introduced celebrity endorsements to the Indian hosiery space with Govinda, Agarwala tells us how such association have helped the brand. “We have worked with many leading celebrities to reinforce our brand positioning and the high NPS score and a great top of the mind recall talks of the success of these campaigns,” he says. The brand is currently endorsed by Ranveer Singh for Frontline, Siddharth Malhotra for Euro, Ranbir Kapoor for Macroman and Anushka Sharma for Softline.