You all may remember J Hampstead for a very unique way of communication when they signed Priyanka Chopra to endorse what was clearly a men's brand. The name J Hampstead, brought with it a foreign name which Indians love to 'love'. J Hampstead is from the house of Siyaram's, an attempt by Siyaram's to enter the premium segment since Siyaram's is essentially a lower middle class brand. It does not have much of a market share in the Urban areas but has quite a big penetration in the northern hinterland taking on Raymond's, and other brands which are in the stitching-segment. It had many brand ambassadors such as India's leading Tennis due Lee-Hesh, German legend Boris Becker, England cricket legend Geoffrey Boycott to give it an international flavour. Unfortunately they havn't had much success.
Recently they have signed on the Bollywood heartthrob Hrithik Roshan. An attempt to get more eyeballs due to Hrithik being a much bigger celebrity than any of their earlier brand ambassdors and target the young and middle age alike. However, would it not have been good to sign on some one who has not endorsed a clothing brand earlier? Hrithik has endorsed John Players earlier as well as Provogue.
A couple of ads featuring the new face of the brand have been launched in some leading dailies with the above ad seen in Bombay Times. A nice way to increase awareness for a premium positioned product. However looking carefully, you would see an oddity. The ad is in a Mumbai daily with no shop in Mumbai selling the J Hampstead brand. Isn't it said in marketing that communication should not be done when the place where the product/ service isn't ready for sale? All the shops listed in the ad are in the interiors of Maharashtra with only one shop in a distant Mumbai suburb. Clearly, the media agency handling the account would have got space at a very discounted price and hence the display.
They ad creative isn't too great, nothing to write about. One of the many clothing ads we see day in and day out.
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