Madame’s Multi-Channel Strategy Elevates Festive Reach and Brand Impact

Since 2017, Sumedha Jain, Marketing and Communications Head at Madame, has been a driving force behind the brand’s growth in the Direct-to-Consumer (D2C) space. Her leadership has led to the successful launch of the brand’s online platform, Glamly.com, and the execution of several innovative marketing campaigns that connect deeply with Madame’s audience.

Speaking with Adgully, Jain revealed Madame’s strategic initiatives during the 2024 festive season, a critical time marked by increased consumer spending and a growing demand for premium products. “While consumers are eager to celebrate and make new purchases, they are prioritizing products that offer value for money, durability, and long-term benefits,” she noted.

Crafting a Festive Experience

To capitalize on the festive spirit, Madame adopted a multi-pronged approach:

1. Festive Editions and Value Offerings
   Madame curated special festive editions of its products, balancing premium quality with affordable pricing. These limited-time collections allowed customers to celebrate the season with exclusive fashion pieces that didn’t compromise on quality or price.

2. Targeted In-Store Events
   Madame organized in-store events in cities like Kolkata and Siliguri, featuring collaborations with fashion influencers. These events not only created a festive ambiance but also engaged local audiences directly, fostering a deeper connection with the brand.

3. Empowering Campaigns
   Two major campaigns were launched during this period:

   • “Be The Shine”: Encouraging consumers to embrace their inner confidence and shine in style.
   • “Stay Real”: An autumn-winter collection campaign that emphasized authenticity, aligning with the brand’s philosophy of blending traditional elegance with modern fashion.

Leveraging a Multi-Channel Approach

Madame employed a diverse mix of marketing channels to maximize its reach:

• Digital Advertising and Social Media
  Significant investments were made in social media campaigns, influencer partnerships, and targeted online ads to directly engage with the brand’s core audience.

• In-Store Revamps
  Retail stores were transformed with festive-themed displays and exclusive promotions. In-store contests added an element of excitement, attracting more footfall during the festive season.

• Influencer Collaborations
  Madame partnered with influencers who align with the brand’s values, creating engaging content and amplifying the brand’s message across social media. Notably, influencers from Tier 2 and 3 cities were involved to tap into emerging markets.

Increased Festive Budget

Jain shared that Madame increased its marketing budget for the 2024 festive season by 15% compared to the previous year. The budget was strategically allocated across various platforms:

• Digital Platforms received a significant share to target tech-savvy consumers.
• Traditional Media such as print ads remained important for reaching broader audiences.
• Influencer Marketing continued to be a key pillar, focusing on both urban and regional markets.

“In today’s fragmented media landscape, it’s crucial to maintain a balance between digital innovation and traditional outreach,” Jain emphasized.