Bombay Dyeing getting a facelift

Bombay Dyeing, manufacturers and retailers of fabrics and furnishings, is getting a facelift after nearly a decade. The company unveiled a new advertising campaign created with the aim of refreshing the brand's presence in the mind of the consumer.

The company also launched a new range of home linen designs in its bed and bath category.

The new campaign also marks Maureen Wadia's comeback to active marketing of the Bombay Dyeing brand. "The Bombay Dyeing brand was always there, we just maintained a low profile for sometime. But now we are back and we come equipped with a better understanding of customer needs and the preparedness to cater to them," said Maureen Wadia, wife of chairman Nusli Wadia.

The brand has been lying low since it created flurry with its sensational advertising campaigns in the late 1980's and the early 1990's. "This is the beginning of our market activation program which we have been planning for over a year and we have shifted our focus to the changing lifestyles of the customers and evolving market place this time," said Ninu Khanna, MD, Bombay Dyeing.

The new campaign, which consists of two television commercial and three print advertisements has been created by the relatively small St. Lukes advertising agency. The new campaign also heralds the company's decision to make an aggressive pitch for the top position in the market.

"There is a clear vision, as to where the brand needs to be in establishing a dominant role in the market place. We are on the path to that consolidation and growth," said Ness Wadia, deputy managing director, Bombay Dyeing.

The company also has plans to revamp all their retail outlets and develop programs to interact with their customers.