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Will Shah Rukh Khan make Omega tick in the Asia market?

Pummy Kaul

New Delhi, May 18: He refuses to be branded as a `brand', though he doesn't mind endorsing a whole brandstand of logos. From suitings (Mayur), soft drinks (Pepsi), perfumes (Shah Rukh Khan) and cars (Santro), Shah Rukh Khan is once again wearing his attitude on his wrist: he is the new brand ambassador for the premium Swiss watch brand Omega, in India.

With this, Shah Rukh will be the first Indian celebrity to join Omega's A-class international celebrity club which includes Cindy Crawford and Pierce Brosnan. Omega is part of the three billion Swiss francs Swatch Group.The company plans to use him in all its communication in India and internationally. While no TV commercial with him has been planned, a print campaign will break this weekend. He will, henceforth, be part of all the major Omega events in the country and will feature in all brand catalogues. He has already been featured in the international catalogue along with Cindy Crawford which has been circulated in 130 countries.

According to thecompany, the strategy behind signing Shah Rukh is based on a three-way approach:

  • Sign up an Asian celebrity--since Asia contributes 28 per cent to the group's total revenue;

  • Choose a personality from a field that drives the emotions in consumers--in the case of India, Hindi films do that best;

  • Select a personality who's currently ranked as Numero Uno in his/her respective area of work--Shah Rukh, the current heartthrob with six Filmfare awards under his belt is the perfect fit.

  • `Shah Rukh Khan symbolizes the talented and versatile man of the new millennium. He reflects the image of the young and today's outstanding generation of young achievers who wear an Omega watch,'' said Jean-Claude Monachon, product development director, Omega.

    With Shah Rukh's association, Omega hopes to add considerable value to its brand. ``We are looking at creating brand value and break the clutter,'' says Ravi Thakran, regional general manager, South Asia, Swatch. Adds the star: ``I have told Ravi thatI'll not be able to sell your watches. I am just a person to give it a face in India.''

    The company also opened its first exclusive showroom for Omega at Connaught Place, in Delhi today. Starting with Mumbai and Hyderabad, it is planning to open six more `Omega Boutiques' by the end of this year. Priced between Rs 25,000 to Rs 1 lakh, the Omega watches are being sold through distributors as well.

    According to Thakran, a great stumbling block for premium brands in India is the inadequate retailing structure. ``You can't sell these products in India unless you have the right retailing ambience. The retailing structure needs to be developed,'' he felt.

    The company, which is planning to bring in its flagship brand Swatch late this year, is currently working out a retail network strategy for the brand.

    Meanwhile, the company is trying to push its case for opening a subsidiary before the FIPB which recently deferred its application. ``We are developing our strategy with our consultants PriceWaterhouseCoopers,'' said Thakran. The company is expecting an FIPB nod to its application by the end of this year.

    A small timer?

  • On time: To me it's a strange concept. I think it's something God has given us as a gift and we should use it to the fullest.

  • On happiness: When I go to my bank-I am very happy.

  • On success: I have been at the right place, at the right time. I have worked very hard, I am intelligent, reliable, and give my best shot.

  • On sports celebs versus film stars: I admit that sports persons have outnumbered filmstars and there's nothing wrong about it. I am a very small timer.

  • On the synergy between Omega and SRK: There's a amazing correlation between the two. There's a lot of energy. Omega is fashionable, reliable.

  • On SRK the brand: No, I don't think I'm a brand. May be it's my sex appeal?

    Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.

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