Campaign Logic: Putting a new face to Siyaram's

With its series of TV commercials, textile major tries to project itself as a trendsetter in linen

Brand: Siyaram’s

Budget: Rs 5-7 crore*

Agency: Makani Creatives

*Industry estimate

Over the years, television commercials of blended fabric and garment manufacturer Siyaram Silk Mills have been laced with the familiar tagline of “Coming home to Siyaram’s”. In a just launched campaign, four short advertisements have shed the jingle while retaining the familiar tune at the end frames. Barely 15 seconds long each, the blink-and-miss ads are direct in their communication and attempt to project the company as a trendsetter in linen.

The ads showcase male and female models sashaying in variants of linen such as checkered, stripes and ethnic wear. N Gangadhar, vice-president, marketing, Siyaram Silk Mills Ltd., says, “Siyaram’s has been a pioneer in bringing international trends and global fashion into the Indian market. At present, natural fabrics are the biggest fashion trends and linen has been a frontrunner in the international market. With the new campaign, we intend to introduce a wide range of linen fabrics in various prints, textures, designs and weaves for the Indian consumer. While the TVCs are focused only on the product’s proposition, a clear essence of balanced style and sensibilities suitable for a fashion brand is portrayed.”

The idea for the multi-channel campaign, #TheNewFaceofLinen, has been drawn from fashion-conscious youths who follow international trends and are willing to experiment. With this campaign, the company intends to target men and women in the country aged 23 years and above.

“The campaign comes with the intention of keeping true to our commitment to innovation and offers the best of fashion to our consumers,” Gangadhar says.

The campaign was conceptualised by Makani Creatives Pvt. Ltd.

Its director, Sameer Makani, says, “Drawing from the product line, we saw the task as breaking linen out of its fashion code or stereotype. Therefore, we wanted to portray linen in a different light altogether, Not just as a texture that is relevant to a laid-back aesthetic, but also as high-fashion wear that is bold and full of attitude.”

Asked if this campaign marks a break from earlier ones with the memorable jingle, Makani says, “The brand’s positioning — Come Home to Siyaram’s — has forged an emotional connect with Indians across the globe. Siyaram’s intends to continue with the tagline as it helps the company to identify itself as a global Indian.” 

The Indian textiles industry is worth around Rs 7.2 trillion, and it is projected to reach nearly Rs 15 trillion by 2021. Siyaram Silk Mills, which was set up in 1978, includes brands such as Oxemberg and J Hampstead, and claims to be India’s largest producer of blended high fashion suiting/shirting fabrics.