Victorinox Association With Celebrity Chef Ranveer Brar
Victorinox is a knife manufacturer and luxury watchmaker based in the town of Ibach, in the Canton of Schwyz, Switzerland. It is well known for its Swiss Army knives.
By Rachit Juneja
May 4, 2021
“Our Celeb, Chef Ranveer Brar, is a chef and a MasterChef judge. That makes him a trust-worthy figure among culinary enthusiasts, which was important for us to attain the dual objective of Education and Aspiration with regards to our Kitchen Knives.” - Debraj Sengupta, Country Head & CMO, Victorinox.
Victorinox is a knife manufacturer and luxury watchmaker based in the town of Ibach, in the Canton of Schwyz, Switzerland. It is well known for its Swiss Army knives. The Swiss Army knives made by Victorinox are made of a proprietary blend steel from Germany and France. Since its acquisition of rival Wenger in 2005, it has become the sole supplier of multi-purpose knives to the Swiss army. It is the biggest manufacturer of pocket knives in the world; in addition, the company licenses its logo for watches, apparel, and travel gear.
Celebrity Chef Ranveer Brar is the Brand Ambassador for Victorinox. To find out more about their association with him, we got in touch with Mr. Debraj Sengupta, Country Head & CMO, Victorinox.
What was the objective of the campaign?
“The objective of the campaign was to educate our target audience about our Kitchen Knives and create an aura of aspiration around them. We chose to associate with Chef Ranveer Brar for the same as his professionalism in the field would appeal to our audiences and help build trust and resonance around our products and brand.”
Why did you feel celeb association was necessary? What media channels do you plan to deploy this campaign on?
“Our Celeb, Chef Ranveer Brar, is a chef and a MasterChef judge. That makes him a trust-worthy figure among culinary enthusiasts, which was important for us to attain our dual objective of Education and Aspiration with regards to our Kitchen Knives.
We plan to deploy digital as well offline channels for this campaign association.”
Can you share some insights on the impact of this particular activity with the celeb?
“Since the inception of our association with Chef Ranveer Brar, our Kitchen Knives have become the no 1 brand on Amazon and average sale value on eCommerce has gone up as well. Overall, our past and ongoing association with the celebrity has been highly advantageous to the brand.”
Tell us about your product category, and why have you chosen this messaging for the brand?
“Our Product Category Kitchen Knives. For the messaging, we felt the need to create awareness, educate and create an aura of aspiration, around our collection of products. Our association with Chef Ranveer Brar definitely helped build credibility around the same.”
How do you think your campaign stands out?
“As a brand, we don’t try to sell too hard. Our aim is to educate. The Indian market holds a lot of potential when it comes to the category of kitchen confectionary, but most people lack adequate correct information regarding the same. Thus, our aim is to create awareness, educate and create an aura of aspiration.”
What is a recent trend in Celeb association campaigns that you think is here to stay?
“Use of Celebs and Influencers to generate trackable sales via coupon codes. Today, all brands are well versed with the value influencer marketing can add to them. Associating with influencers and celebrities for the same, and generating sales through coupon codes is advantageous to both the parties involved, hence it is a trend that is definitely going to surpass the hurdles of time.”
How has Covid 19 impacted your market?
“Restrictions due to COVID did cause hurdles with content creation, in its initial stages. However, due to the increase in time spent at home, people started recognising the need to invest in good quality Knives. Thus, eventually, we saw an increase in the demand for our kitchen knives and Swiss Army knives via eCommerce, but it has hurt the other categories.”
Conclusively, as evident from Sheeko’s Activity Graph and Brandscore Ratings, Victorinox has been considerably active on digital platforms in the past one year, but since the inception of their association with Chef Ranveer Brar, there has been a significant increase in their numbers.
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