In an exclusive interaction with MediaBrief, Vedant Modi, Chief Revenue Officer at Manyavar Mohey, speaks about Manyavar Mohey’s brand progression and underscores the company’s objectives and commitment to quality, innovation, and cultural authenticity.
He highlights the consumer behaviors and cultural insights that drive Manyavar Mohey’s business decisions, shares insights on some of its recent campaigns, and speaks about its association with celebrities such as Alia Bhatt and Ranveer Singh. Read on.
Give us an overview of Manyavar Mohey’s journey and evolution in the market.
Manyavar was founded by first-generation entrepreneur Ravi Modi in 1999 with one employee and INR 10,000 that he borrowed from his mother. From his humble origins and the foundational thought based on ‘Earn Your Respect’, he chalked out a path of democratizing the fashion industry with Vedant Fashions and its labels such as Manyavar, Mohey among others.
Manyavar transformed the face of Indian celebration and festive wear, offering stylish festive attire that bridged the gap between luxury and affordability while maintaining its aspirational quality.
High-end celebration wear was a luxury not many could afford at the price points being offered. Manyavar, with its fashionable range and trendsetting brand persona, created a mark for itself in a market where celebration wear was inaccessible. With festivity and grandeur as a signature statement, Manyavar is now synonymous with ‘Celebration Wear’ and has become a one-stop-shop for Indian and celebration wear.
Our commitment to quality, innovation, and cultural authenticity has played a crucial role in establishing Manyavar as a market leader in the celebration wear segment. While we pride ourselves on being a new-age brand, we are ever-evolving to suit the changing tastes of customers.
As we celebrate 25 years this June, we still pride ourselves on staying true to our brand ethos. Manyavar is taking celebration wear to the next level with its latest marketing strategies, newest technologies, automation, and customer-centricity.
What are the key consumer behaviors and cultural insights that drive Manyavar’s product development, marketing strategies, and business decisions?
India is a country known for big celebrations, festivals, and weddings, given our culture and heritage that is woven into everything we do. When it comes to weddings and celebrations, our rich culture promotes emotional significance and values relationships.
Keeping this thought in mind, we strive for our customers to discover ‘the one’ outfit that will not only embody fashion, style, and trends but also stand for emotions and sentimental value that they will carry with them on their ‘Big Day’ and in the years to come.
The new-age customer is traditional yet bold and edgy with their choices. We design our clothes keeping in mind customer preferences, evolving trends, fashion-forward sentiments and thus, we formulate our strategies to suit the dynamic needs and tastes of the ever-evolving customer. Today’s customer is easily bored, and therefore we create ensembles that are captivating, engaging, and have a story to tell.
Our marketing campaigns touch the pulse of the new-age audience who believe in standing for oneself and not succumbing to societal norms. Our brand resonates with the strong young generation who are moving forward with grit and strength while breaking stereotypes along the way.
We are blending traditional aesthetics with contemporary designs to appeal to the new age audience. For example, our recent Vivaham collection, featuring Ram Charan as the brand ambassador, targets the southern market.
Our marketing approach celebrates relationships, family bonds, and the spirit of togetherness, reflecting the essence of Indian culture. At the core of our key business decisions and marketing initiatives, keeping the customer at the center tops it all.
What pivotal factors underpin the success of Manyavar’s advertising campaigns?
Our core campaign Taiyaar Hokar Aaiye reflects our deep commitment to celebrating the essence of weddings and festivals. We believe in fostering a profound emotional connection by inviting individuals to adorn Indian wear and become an integral part of every joyous occasion.
Through compelling storytelling, we weave narratives that resonate with traditions and cultural significance associated with these special moments. Our goal is not just to sell clothing but to create experiences that make us an indispensable part of people’s most cherished memories.
By maintaining this emotional connection, Manyavar is positioned as more than just a clothing brand; we aspire to be a symbol of love, celebration, and tradition in people’s lives.
Our campaigns, featuring iconic brand ambassadors like Virat Kohli, Amitabh Bachchan, Kartik Aaryan, Ranveer Singh, and now Ram Charan, have not only resonated with our audience but have also led to increased brand awareness and engagement, while positioning us as a go-to ensemble for one of the most memorable days of customers’ lives.
How does Manyavar utilize storytelling to cultivate emotional connections across varied demographics and regions in its marketing strategy?
Storytelling is the heart of Manyavar’s marketing journey, as we understand today’s customers who are modern yet deep-rooted in tradition.
Our storytelling touches the pulse of the audience due to its compelling narrative that incorporates cultural elements, emotions, and treasured moments in the form of anecdotes, tales, and stories that will appeal to people of all backgrounds and geographies.
Manyavar weaves an emotional tapestry by telling stories that honor customs, uplift the Indian value system, wrapped in a lot of love, joy, and happiness, sentiments that bring overwhelming responses to our campaigns.
We work towards bringing disparate audiences together in a celebration of life’s most treasured moments through our marketing initiatives.
What distinct challenges and opportunities does Manyavar encounter in marketing its ethnic wear brand, and how does it set itself apart from competitors in the market?
In navigating India’s rich cultural tapestry, Manyavar faces the challenge of ensuring relevance and resonance across diverse regions. Yet, this very challenge is our opportunity to reinforce our unique value proposition. We differentiate ourselves through an unwavering commitment to quality, authenticity, and ease, transforming the customer’s shopping journey.
India is also a land of diversity, and taste and preferences change every 50 kms, but Manyavar embraces this diversity and caters to the needs and preferences of all customers from every region.
By embracing innovation in design, marketing, and customer experience, we stay ahead of the curve, solidifying our position as a market leader in the Indian wear segment. Manyavar is steadily becoming the brand for every Indian who is looking for celebration wear.
What’s the process behind crafting Manyavar’s campaigns, and how did they impact audience engagement and brand perception?
Our campaigns like #TaiyaarHokarAaiye, #Groomsquad, and #DiwaliWaliFeeling were born from the desire to celebrate the profound moments and emotions that symbolize weddings and festivals. Our inspiration stemmed from capturing the very essence of these occasions and transforming them into unforgettable experiences for our audience.
Through a strategic blend of social media platforms, traditional media channels, and immersive storytelling techniques, we fostered lively engagement from our audience. This approach not only drove high levels of participation but also significantly enhanced our brand visibility.
We believe in creating campaigns that not only resonate with our audience but also leave a lasting impact, representing the true spirit of celebration and cultural significance. Our campaigns have so far successfully influenced the buying behavior of our customers, and we continue to tap into the audience with such powerful campaigns and marketing efforts.
What’s the vision behind Manyavar’s collaborations with celebrities like Alia Bhatt and Ranveer Singh, and how do these partnerships shape Manyavar’s brand image and market positioning?
Our campaigns leverage the charisma and appeal of celebrities through engaging storytelling. This approach is instrumental in creating memorable and impactful campaigns that have a high recall value among our audience. It’s this effective utilization of celebrity endorsements and compelling storytelling that sets Manyavar apart in the market and makes our campaigns so successful.
The celebrities we engage are strong personalities who have not only made a mark for themselves on the professional front but also stand strong in values, culture, and ideologies, making them the perfect brand endorsers who resonate with our ethos.
