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CELEBRATING INNOVATION, THAT'S PART OF OUR CORPORATE DNA: VKC RAZAK

VKC Group MD shares about their GoodSpot campaign, why they chose Amitabh
Bachchan as their brand ambassador, insight behind the launch of Debongo -
sporty fashion, and more

by Simran Sabherwal
Updated: May 23, 2022 9:29 AM  | 4 min read

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VKC Group is a Kerala-based footwear manufacturing company that has recently
roped in Amitabh Bachchan as their brand ambassador. In a conversation with e4m,
VKC Razak, MD, VKC Group discusses the launch of their GoodSpot campaign,
Amitabh Bachchan endorsing a footwear brand for the first time in his 50-year
career, their VKC Parivar App, which is the first in the country that connects
the brand and dealer network with customers, and more.

Edited excerpts





Please tell us the insight behind your Goodspot campaign. What metrics are you
aiming to achieve via this campaign?





GoodSpot is a campaign that spreads goodness and good feelings and inspires
people to be successful at the individual level and spread happiness in society
at the community level. The campaign highlights that when you look at VKC
footwear on your own feet, you must think about the goodness that you can
contribute to the world. This campaign is not about the metrics that matter, but
we want to inspire and make this world a better place for our children.

Please also tell us the insight behind the recent launch of Debongo - sporty
fashion. What has the response been like?



Almost every brand in the world wants its users to buy into the attitude of the
brand. #Debongo practices the reverse of this concept. #Debongo tells its users
that as a brand, it will buy into the attitude of the user. That's why the brand
celebrates the line: 'You Are You'. Every individual is unique and special in
their own way. As a fashion brand #Debongo will do whatever it takes to raise
the confidence of its users.

What are the synergies between VKC and brand ambassador Amitabh Bachchan? How do
you aim to leverage this association going forward?

As a brand, VKC is celebrating Amitabh Bachchan’s work ethic more than his
celebrity status. He can be a role model for every human being who wants to be
successful. In the VKC ads, Bachchan is presented as Amitabh Bachchan himself
where he talks about his work ethics and his approach to a hard-working
lifestyle. Maybe that is why the media gave it the sobriquet of 'Ad less Ads'.
Going forward, we would love every Indian to connect with the VKC brand as the
products portray qualities such as hard work and endurance.

What other initiatives have you undertaken as a brand at a more local level to
facilitate your dealer partners and consumers?

VKC is always concerned with the future of neighbourhood businesses in our
localities. We believe every neighbourhood will be more beautiful to live in
when the neighbouring businesses flourish and it will be possible with local
transactions. To energise these businesses, we launched the #ShopLocal campaign
which was appreciated and benefitted 2.5 lakhs neighbourhood businesses in
India. We have also launched insurance schemes and benevolent funds for these
small-scale retailers. We are doing whatever we can to drive sales in their
shops so that customers do not desert them for online marketplaces.

What is the core of your marketing strategy? Please tell us your media mix in
terms of percentage of marketing budget allocation.

As a corporate policy, we do not bifurcate strategy into corporate strategy,
marketing strategy, product strategy, digital strategy, etc. We have just one
strategy and that is reflected in everything we do. We believe in oneness.
Speaking of the media mix, we are more into print, broadcast, and outdoor at the
moment. We will be exploring digital very soon.

What has your YoY growth in revenue been like? Any targets you are looking to
achieve this year?

Last year, we clocked the highest growth by at least 58 per cent. This was in
the markets where we had rolled out our Strategy Implementation Programme. This
is probably the highest figure in India in the PU footwear industry, especially
when the lower segment of the mass market was ravaged by the pandemic.

Going ahead, what can consumers expect from you in terms of new products and
campaigns?

We celebrate innovation. That's a part of our corporate DNA. Last year, we
introduced India's first supersoft PU footwear named VKC Pride Eezy in our VKC
Pride brand family. Another product we launched in the previous year was Ultra
Violet Footwear, which would change its colour under daylight. Both were priced
in the affordable segment. The pricing is a bigger innovation in these cases.
With innovative brand ideas, we launched India's first Sporty-Fashion Movement.
Soon, we will be launching Fun Wear as a new brand idea.



Read more news about (internet advertising India, internet advertising,
advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
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Tags Amitabh Bachchan VKC Razaq Internet advertising Internet advertising India
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