A new prêt line called Salman Mayur Khan

RSWM will enter retail business via exclusive stores

NEW DELHI: After Mayur suitings, get ready to don Mayur garments. RSWM, part of the LNJ Bhilwara Group, plans to retail ready-to-wear garments under the Mayur brand through exclusive stores. Riju Jhunjhunwala, joint managing director, RSWM, in a one-one with DNA Money, says the company should enter the retail space in the next 6 to 8 months.

Considering there are brands such as Vimal and Siyaram to compete with in the ready-to-wear market, the company is aggressively promoting the Mayur brand. The size of the Mayur brand is reportedly in the region of Rs 100 crore, and the company aspires to take this to Rs 300 crore.

To aid this, it has signed up actor Salman Khan as its brand ambassador for two years. Market sources say Khan’s endorsement fee for the first year is to the tune of Rs 3 crore.

It was ironic to see the actor all dressed up in a Mayur suit when he is most celebrated as the shirtless hero. When asked what makes Khan endorse the Mayur brand, he said, in a lighthearted quip that a big temptation to endorse the brand was to replace Shah Rukh Khan, Virender Sehwag and Chandrachur Singh. “I am all in one,” Khan said. Another reason he came on board was Jhunjhunwala himself. “I liked the dude. He wears his own brand.”

Naresh Gupta, vice-president, strategic planning, South Asia, Grey Worldwide planning, however, feels that Khan’s personality attributes suggest ruggedness and a streak of adventure. He is suited more for a rough and tough brand such as Woodland or a bike brand, but not lifestyle.

Arun Kapur, managing director, Foresight, the ad agency for Mayur is confident of his choice of brand ambassador.

Kapur says in the area of lifestyle brands, there are a handful of brand endorsers; examples would be Hrithik Roshan or Abhishek Bachchan. But an example of a celebrity who could connect with the masses especially the youth and have a star appeal is Salman Khan. Some of the brands Khan as endorsed include or Dollar Vest and Red Tape shoes.

Since the brand is being promoted as an affordable and value for money brand, Khan is the ‘perfect fit’ points out Jhunjhunwala. The new spot with Khan is going to hit the market soon.

The spot tries to rub in Khan’s association with the Mayur, when Khan prefixes Mayur to his name. “Mayur Salman Khan.” Supporting the commercial is a multimedia campaign that includes print, radio and on-ground activities.

Jhunjhunwala says the ad budget is going to be scaled up. The current ad budget is in the region of Rs 6-8 crore, which will go up by another 50 per cent.

Mayur is known to flirt with its brand ambassadors in the past; this time Jhunjhunwala assured that the relationship with Khan is here to stay.