Manyavar is a leading brand in the Indian men's ethnic wear market known for its high-quality kurtas, pyjamas, and sherwanis offered at affordable prices. It has established strong brand recognition through its distinctive yellow logo and consistent branding across marketing campaigns. Manyavar aims to create awareness of men's ethnic fashion, persuade audiences that Indian clothes can be worn outside of weddings, and sustain demand through celebrity endorsements and festive-themed campaigns across print, television, and digital platforms.
Manyavar is a leading brand in the Indian men's ethnic wear market known for its high-quality kurtas, pyjamas, and sherwanis offered at affordable prices. It has established strong brand recognition through its distinctive yellow logo and consistent branding across marketing campaigns. Manyavar aims to create awareness of men's ethnic fashion, persuade audiences that Indian clothes can be worn outside of weddings, and sustain demand through celebrity endorsements and festive-themed campaigns across print, television, and digital platforms.
Manyavar is a leading brand in the Indian men's ethnic wear market known for its high-quality kurtas, pyjamas, and sherwanis offered at affordable prices. It has established strong brand recognition through its distinctive yellow logo and consistent branding across marketing campaigns. Manyavar aims to create awareness of men's ethnic fashion, persuade audiences that Indian clothes can be worn outside of weddings, and sustain demand through celebrity endorsements and festive-themed campaigns across print, television, and digital platforms.
Manyavar is a leading brand in the Indian men's ethnic wear market known for its high-quality kurtas, pyjamas, and sherwanis offered at affordable prices. It has established strong brand recognition through its distinctive yellow logo and consistent branding across marketing campaigns. Manyavar aims to create awareness of men's ethnic fashion, persuade audiences that Indian clothes can be worn outside of weddings, and sustain demand through celebrity endorsements and festive-themed campaigns across print, television, and digital platforms.
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What is the key value proposition the brand offers?
Fashion is a sector with an air of mystery around it. It can be very hard to predict the success and failure of players in the market. Manyavar is one of the first brands that comes to mind when it comes to cultural clothing for men.
It can be said that over the years it has become the most visible brand in its market space. It keeps a traditional sense of fashion alive and in trend when western clothing acquires more space in an Indian man’s outfit portfolio.
However, men’s ethnic wear takes up a very small piece of the pie that is the Indian ethnic wear market. Because of much more utility of ethnic wear in the day to day life, women ethnic takes up a way bigger share.
In the small menswear space of this ethic market, Manyavar is widely perceived as a well- known brand offering men’s ethnicwear at affordable prices. It is a go to store for its substantial customer base that is mostly male, and proves to be a one stop solution for their ethnic dressing needs. For the most part, branded ethnic menswear in India was seen as apparel for the rich. Manyavar came out with kurta pyjamas and sherwanis with affordable prices but without cutting out on the quality. In a way it democratized traditional wear for men and as a result of this, consumers accepted the brand with opened arms.
What are the brand elements?
Brand Identity: There are several features of the brand that are recognisable by the customers and Manyavar has many such aspects to it.
Logo: The Manyavar logo is an “m” inside a custom shape and is very well recognised amongst its customers. It is hard to miss as it can be seen on merch, the events they sponsor, very much shines out on the stores and can easily be seen every few days on billboards, Facebook, Twitter, YouTube, etc. given their robust online and offline advertising.
Colour Palette: The brand logo spells Manyavar in an auspicious turmeric yellow which holds a lot of significance and meaning in the Indian culture. It is a colour of tradition and is widely recognised as sacred. The immediate perception of the colour is that of something festive and ritualistic. Brand Voice: The brand’s consistent personality is portrayed through its constant communication channels and is exactly what successfully distinguishes the brand from its competitors.
Taglines and Hashtags: Manyavar’s brand messaging has a unique resonance with its customers. The brand constantly comes up with catchy slogans that makes the news, often trending on websites like Twitter. Some of its iconic campaigns lead with hashtags like:
Brand Offerings and Presence: Manyavar is a brand of Indian ethnic wear for men, women, and kids. It is known for its traditional Indian clothing, including sarees, lehengas, sherwanis, and kurtas. Manyavar was founded in 1999 and has since grown to become one of the leading brands in the Indian ethnic wear market. The brand has a strong presence in India and has also expanded internationally, with stores in countries such as the United States, Canada, the United Arab Emirates, and Singapore. Manyavar is known for its high-quality fabrics, intricate embroidery, and attention to detail, and its clothing is popular for special occasions such as weddings and other traditional events. What are the communication objectives of this brand?
Creating Brand Awareness: Manyavar was born during a time when men's ethnic clothing wasn't seen as a "trend" that would get attention and was frequently disregarded. The brand has been referred to be a catalyst for the category's growth because it helped create it. Manyavar began with wedding attire before branching out into celebratory, celebration, and casual attire.
Although the brand was formed in the late 1990s, intensive mainstream media marketing with a concentration on print and outdoor didn't start until much later. In its early stages, the Manyavar advertising campaign mostly depended on in-theatre advertising
Persuading an Audience: Manyavar positioned itself as a category disruptor in the market
for suits and shirts produced by The Vimal's, The Dinesh's, and The Raymond's very swiftly. The idea that Indian clothes should only be worn during weddings was to be contested.
Following that, Manyavar attempted to build a whole new kind of fusion apparel while also expanding the celebration and festive wear area.
Later, the "Rang Jama De" advertisement flashed on all billboards in various areas as well as on theatre screens to promote the introduction of its vibrant collection for the wedding season.
Sponsoring for better Visibility: Manyavar expanded their marketing goals in 2013 by sponsoring the Kolkata Knight Riders, Delhi Daredevils, and Sunrisers Hyderabad as part of the IPL. This was posted on the company's YouTube channel. The shirts of the players also bore the brand's emblem.
Sustaining the Created Demand: The brand was further strengthened by the steady addition of well-known actors like Virat Kohli, Anushka Sharma, Kartik Aaryan, Ranveer Singh, Amitabh Bachchan, and Alia Bhatt. Social Responsibility: The #AadhaAadha campaign by Manyavar perfectly captured the essence of marriage, which is all about "sharing," with the idea that although a wedding is an important life milestone and should be done with style, the expenditures should be shared since respect breeds respect. The advertising challenges the conventional notion that the bride's family should be the sole ones to cover wedding-related costs.
Entertaining and Maintaining the Audience: Bollywood actors Kartik Aryan, Ranveer Singh, and Amitabh Bachchan were appointed as the new faces of Manyavar in 2019. Because of the multi-starrer ensemble of well-known personalities, the firm was able to set new standards, develop new categories, collections, and produce campaigns that were opulent and elegant in spades.
After the grand success of the campaigns with Virushka, the nation's favourite newlyweds, Kartik Aryan, took the helm of the #GroomSquad and #TaiyaarHokarAaiye campaigns in the Manyavar advertising endeavour in 2019. In 2019, Manyavar greeted Ranveer Singh after reaching the zenith. He participated in several commercials for the business; as a result, the #DiwaliWaliFeeling and #TaiyaarHokarAaiye campaigns became viral. Reinforcing Decisions and Establishing Superiority: Brand Manyavar hired living superstar Amitabh Bachchan in the same year, continuing the history of the big Manyavar advertising adventure, and launched the #DiwaliWaliFeeling and #PehnoApniPehchaan.
Digital Presence : Manyavar's social media accounts boast of a systematic flow of campaign launches, collection debuts, pertinent pleasantries, and a lot more. This is in addition to using Instagram's grid to complete a narrative surrounding its most recent #ShaadiGrandHogi campaign with enticing descriptions.
