Hindware's Evoke, Theme Ventures come together for neighbourhood mktg in catchment areas of key metros

Hindware’s retail arm, Evoke, joins hands with Theme Ventures in search of customers inside Mumbai highrises. Theme ventures shall connect to residents in various high-rises by offering them free interior decoration consultancy. Evoke consultants would tell residents how to match wall colours with sofa design and curtain prints. Through the consultant the resident can make a choice of the furniture by visiting the 15,000-sq feet mega retail store of Evoke.

Realising that homes are where furniture buyers would be found, Evoke, Hindware’s retail arm and sellers of furniture and furnishings has forged an alliance with Theme Ventures, a BTL marketing firm, to drive into multistoried high-rises in Mumbai seeking housewives as customers. Organised retailers have been lately been shifting promotional budgets from conventional print media to more innovative direct to customer activities. Fedders Llyod, IFB, Kamdheny Paints, Hitachi are some of the notable players who are signed up with Theme Ventures for neighborhood marketing nationally. Organised retailers who are squeezed on margins and pressed under high operating costs are looking for more cost effective consumer communication options.Hence Highrises are becoming lucrative promotional avenues.

Theme Ventures has booked premium highrises in around a ten kilometre radius of Evoke stores in Thane and elsewhere in Mumbai. Saturday and Sunday, every single week, for the next six month, Theme Ventures shall set up engagement programs within highrises where an interior decorator shall assist the residents in determining the décor of their homes and offer additional discounts on spot booking of furniture and furnishings. “It's a bit like the old-fashioned saleswoman who would make rounds of your home on Sundays." Quips Rajan Guha, Chief Executive, Theme Ventures, “Neighborhood marketing is an upgraded version of the previous backpacker saleswoman. If you are a large format store or a consumers durable manufacturer we take your products, literature, show films, redemption fliers and put it all under a canopy inside a housing society which is your catchment area. We give the residents a demo or sample your product and showcase the product features.”