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Trident unveils 'The Affair to Remember' campaign

Actress Kriti Sanon unveils Trident Limiteds latest Bath  Home Linen Collection campaign The Affair to Remember 4

Trident, a leading player in home textile category launched a campaign for its new bath & home linen collection at HGH India, the annual trade show for home textiles, home décor, gifts & houseware at the Bombay Exhibition Centre in Mumbai. The brand has roped in actress Kriti Sanon as the face of its ‘The Affair to Remember’ campaign.

New campaign highlights exclusive features

Mr._Rajinder_Gupta_Chairman_Trident_GroupActress_Kriti_Sanon__Mr._Rajneesh_Bhatia_at_the_Launch_of_Trident_Limiteds_latest_Bath__Home_Linen_Collection

 

Elaborating on the theme Rajneesh Bhatia, CEO, India Marketing, Trident Group said, “We all have our secret and special moments. The new campaign with Sanon captures this beautifully and we expect consumers to relate to it. High quality products launched in this personal space represent the comfort and style quotient every individual aspires for.”

The bath & home linen collection is a combination of contemporary designs, innovative constructions and luxurious fibre. Inspired by today’s fast paced culture, the new range emphasizes greatly on technological breakthroughs and hi–performance features. Matching the evolving lifestyles and growing awareness of consumer, the collection brings refreshing discoveries filled with floral and florid prints. The richness of the collection is enhanced with lavish embroidery to recreate the feel.

Talking about Kriti Sanon as the brand ambassador, Bhatia says, “We wanted a young and vibrant personality who people could associate to, who is still not big but slated to be very big star, because that is what we think about our brand too. Though we are not a big name today in this market but our range holds all the traits essential to be a big brand.”

Strengthening presence in India and beyond

Trident, offers a variety of terry towels and bed linen, for everyday and special occasions. These home textiles products are sold under various brands like: Trident Organica, Trident Indulgence, Trident Home Essentials, Trident Cuddlies, Trident Bath Buddy and Trident Play. New offerings are comforters, dohars, blankets, cushions which make the home linen portfolio complete. Chotta Bheem products launched for kids by Trident are also driving a lot of consumer interest.

Elaborating on being an international player, Bhatia says, “We have been in this trade for nearly 14 years. We thought of entering the domestic market many times but it could not happen. The reason was the market size, which was big but largely unorganised. If I ask you what size of towel you use, you won’t be able to give the answer to me. This is the sad part of this market as of now. It requires lots of educational marketing in the segment. Now we want to be the biggest to best, as our slogan says. And after catering to the international markets, we did a soft launch in HGH and tried entering the Indian market through major stores. But this year, we have changed the gears and we are going at a much faster pace.”

The company would focus on extending reach through online retail and hotels. Through online channels, it will be leading sales from the front and the second channel, it aims to go aggressive with is through hotels. For example, the brand will try and penetrate five star properties. And the third channel is distribution. “We are getting many queries and focussing on having a strong distribution network in next three months with 45 plus distributers. We may soon be available in all cities in the country. In terms of expansion and business, eastern and southern regions are not as important for us as north and west. So we would like to expand their first, majorly in Mumbai,” explains Bhatia.

The Ludhiana-based $1 billion Indian business conglomerate, is the largest terry towel and wheat straw-based paper manufacturer in the world. Trident’s customer base spans more than 75 countries and comprises of global brands like Ralph Lauren, Calvin Klein, JC Penney, IKEA, Target, Walmart, Macy's, Kohl's, Sears, Sam's Club and Burlington, to name a few. With export turnover accounts for about 50 per cent of total sales, the group has emerged one of the world’s largest integrated home textile manufacturers.

 

www.tridentindia.com

 
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