Luxury Public Relations / November 30, 2020
Creating a niche in India by focusing on design and audio
Context
One of the world’s luxurious Denmark based ninety-year-old audiovisual brand. At Bang & Olufsen the makers share a vision to introduce high-performance sound as a permanent feature in people’s living spaces. Their aim to understand how people live their lives, how they listen to music, how they use sound, and how they want to interact ICONIC DESIGN is a timeless design with personality – a design that is brave enough to turn industry conventions upside down.
Communication’s narrative
Our aim was to bring out the niche of the brand and presentBang & Olufsen as one of the best audio-visual brands in India which is high on tech, design and durability. As a strategic communication’s advisor, we focused on the launch of the brand in India and narrated its salient features along with the design aesthetics. We kept the narrative “B&O- creating a niche in India by focusing on design and audio”.
Our strategy
Wishbox Studio ensured to tell the brand story to the right stakeholders at the right time. Considering the luxe factor of the brand, we focused was only to connect with the niche audience but make it a household luxury representation as an amalgamation of sound and aesthetics. Our core strategy was to introduce the brand and innovate in our strategy by getting it featured at the appropriate mediums. Wishbox Studio facilitated one on one interactions of the Indian spokesperson and the brand’s spokesperson from Denmark with the senior journalists.
Regular influencer’s and blogger’s meet were conducted to enhance consumer outreach.
A familiarisation trip was organised to the headquarters in Denmark where the senior journalists had experienced how the products are manufactured. It was intended to build a relationship between the media and the journalist.
Ninety years of Bang & Olufsen was capitalised by sharing the Love Affair Collection as an exclusive with the design magazines.
The “Solution”
The launch of the first store in Mumbai was celebrated exclusively with Elle Décor where they had invited their readers comprising architects, designers, and interior stylists. The aim was to connect with the prospective stakeholders to raise awareness about the brand.
Eminent architects from India were invited to the headquarters in Denmark so that the architects comprehend the aesthetics of B&O and in future become loyal customers.
Products were regularly sourced by the design magazines to showcase the high aesthetics of the design.
Outcome
After five years of presence in India, Bang & Olufsen had attracted the attention of more than 100 plus influencers and journalists. It was also a regular recipient of tech awards hosted by Digit. In India, the consumers knew B&O as a brand which enhanced the aesthetics of their house.
