With its focus to expand its business foot-print in the South Indian markets, Denver will introduce a new TVC having Mahesh Babu. The brand has taken this step to establish a better connect with the audience in the south in the initial part of the deal with Babu. This is expected to lead to a growth of 300 per cent in Denver’s market share in the region. Here is a report on this development.
As an exclusive product brand in the men’s perfume category, Denver Fragrances has signed up with the Telugu Superstar Mahesh Babu as its brand ambassador so as to promote its products in the market—down south.
There is a huge market potential for the men’s grooming and fragrances market in the south Indian states wherein Denver expects to capture a bigger market share with this move. As the first move, Denver plans to launch a TV commercial with Mahesh Babu to deliver a better brand value and to further connect with the audience down south. The commercial will be released very soon as part of its expansion plan for south India.
Denver claims to be a brand that stands for rejoicing the essence of accomplishment and aims to attract the energetic and vibrant Indian youngsters. In line with this belief, the brand has roped in Mahesh Babu, a leading action hero of Telugu and the South Indian cinematic landscape. It expects that Babu’s entry into the scene will boost its efforts of connect with the audiences helping them to move to the next level. This, in turn, will help Denver to expand its market share in the south Indian states.
Denver claims that its association with Shahrukh Khan, a massive Hindi film icon who currently promotes the brand, has helped it in gaining significant brand connect and recall in the northern territories of the country. It has on-boarded Mahesh Babu to repeat that success in North India in the South Indian states of Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Telangana. The audiences in the southern states consider Mahesh Babu to be a true hero and a youth icon. Factoring in these aspects, Denver claims that Mahesh Babu perfectly fits the bill (as being its brand ambassador). The company asserts that concentrating on the market down south will further boost its presence in the region and claims that the on-boarding of Mahes Babu will also lead the brand to be a business success from sales point of view in the region.
Commenting on this brand-endorsement of Denver, Mahesh Babu says that Denver displays immense growth prospect due to a wide range of products that appeal to every category of the male audience. He believes that the Denver brand is for men who work hard and enjoy being successful in everything they do. Denver fragrances are meant for men who like finer things in life, he claims, explaining the reasons why he chose to be associated with the brand.
The business expansion
With a market share of seven per cent across the country, Denver’s currently controls just about two per cent market share in the South India region. The company claims that Babu’s presence will give its brand a push accelerating its growth in this region. The company hopes to see a revenue growth of nearly 300 per cent as a result of this engagement with the superstar actor. As an underlying intent of this association with Mahesh Babu, Denver wants to to be the market leader down south. The company claims to be confident about achieving a quick and positive consumer response with Mahesh Babu being on-board. The company believes that this will help it in positioning itself as a one-stop-shop in the men’s grooming segment within the next few years.
A scent of success
A part of the Vanesa Group, which claims to be India’s foremost producers of sprays and misters, Denver’s heritage spells victory. It is a part of a lineage that asserts to hold five per cent share in the deodorant market in India. This share is expected to increase each year through expansion of product range and boost in the presence across markets. Therefore, Denver claims to belong to a house of products that cater to audiences from every region in the country, catering to specific stylishness, perception and asks.
Denver claims to be a profitable deodorant brand in the market today. It also claims to have been voted as ‘India’s Most Promising Brand’ in the men’s personal-care category. This, the brand says, has helped it gain the confidence and faith of the target audience since inception. Denver has about 15 deodorants, five perfumes and various personal care products like shampoos, talcum powder, soaps, colognes and hair grooming products. Its products, especially the range of scents and perfumes, the company claims, are twice as effective on body sweat than its competitors. Its products, the company claims also have the capability of disabling the growth of germs so as to leave the user feel fresh all day.
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