Syska Adds To Its Power

Rajesh Uttamchandani, Director of the SSK Group (Syska), talks about expanding brand Syska into Wires & Cables as a logical product extension, roping in Amitabh Bachchan as brand ambassador and a 360-degree launch campaign breaking on August 10

- Dipali Banka

Q] You have extended the brand into the Wires & Cables category. What is the rationale behind this, how does it fit into your overall company vision?

We are already in the electrical goods space because of which our distribution, manpower and brand is already in place. Also, our brand recall is quite high. We wanted to bring in other products with which we can increase our topline and bottomline. Also, house wires are a high value item and we wanted to get into homes of consumers with this category. The funnel is ready and stays the same, we just need to keep adding products to it and they will sell automatically.

Q] Which other products do we expect to see inside this funnel?

We have other products in line like Miniature Circuit Breaker(MCB) and Residual Current Circuit Breaker (RCCB). We have already launched dyers. We want to bring in electrical products as much as possible. Switches are also something that we are looking at. But it’s a long process and will take two-three years time to introduce these products.

Q] You have signed on Amitabh Bachchan as your brand ambassador for Syska Wires & Cables. Reportedly, you are going to spend about Rs 30 crore in three months for the launch campaign.

Yes, the advertising campaign is designed by Percept and we plan to go all out with digital, television, newspapers and magazines with this campaign from August 10.

Q] What is the USP of Syska Wires & Cables? How are you positioning the brand in the market?

It will definitely be about more power-saving and of course, being fire resistant, which is the need of the industry today. However, the rest of the features will be revealed when the product is launched.

Q] Whom are you targeting with your communication?