Who says that women are the only ones crazy about lawn? We have reason to believe that men cooped up in offices are in fact crazier about the product! It is their obsession that in turn feeds the obsession of lawn addicts that are drawn to exhibitions
Given that lawn is a product that sells itself — being the most purchased material in the country — one would think that lawn manufacturers don’t need to bring in the likes of Sonam and Karishma Kapoor for endorsements. But in the face of fierce competition with about a hundred participants in the lawn race, advertising agencies are constantly on edge about standing out and one upping the competition.
Just like women brag about latest fashion acquisitions, men about cars, watches and business deals, lawn manufacturers boast their campaigns with larger than life billboards dotted across the city. One can almost imagine them muttering “I’m bringing Aaminah Sheikh, what have you got?” to themselves, as they cash in on the borderline obsessive compulsive disorder women have developed for lawn.
With news of about Bollywood actors Deepika Padukone, Priyanka Chopra, Karisma Kapoor and Nargis Fakhri being brought into the lawn ad war this year, The Express Tribune spoke to a few market players to see how advertising works for lawn.
“Advertising works purely on the consensus of the entire team,” says Amir Ahsan of Hussain Mills Limited. “We are bringing in Nargis Fakhri this year purely to raise the value of the brand. Elan has a very elite clientele and our model has to portray the same lifestyle we want our clients to have.”
Faraz Manan from Crescent Lawn, whose lawn is being modeled by Karisma, explains how the campaigns reflect the intent of the brand. “A few brands use them as sales gimmicks, while others use them more tastefully. Our concern is not to get a one-time sale, but to build a long lasting relationship with our fans and consumers. High end super models aren’t a way to get sales. Rather, we see them as people who are the best at what they do, endorsing us because we are the best at what we do,” he says. “We use high end celebs to reinforce our brand equity, and that in the long run, enhances our brand equity and consequently sales.”
Sapphire Group working with Sania Maskatiya this year takes a slightly different take on the matter. “We chose Sana Sarfaraz; actor, model and aspiring humanitarian. This young lady also possesses an admirable professional drive. Determined to pursue a Masters degree in NGO Management, not only does she embody the relaxed elegance of our lawn physically, but an inspirational charisma which both Sapphire and Sania Maskatiya deeply respect as well. We feel she adds prestige to our lawn. Having said that, there is no substitute for the fine quality of designs, fabrics and embellishments; without these, no celebrity or model’s endorsement would be incomplete or adequate,” says Nabeel Abdullah, director of the Sapphire Group.