Royal wedding of Prince Williams and Kate Middleton this Friday in London will have an Indian touch. The royal guests attending the wedding are to be gifted with exotic made-in-India scarves as mementos.
Ludhiana-based exporter, has been commissioned to manufacture these scarves under the brand Borden, a popular online and offline fashion brand in the UK and the US. Vineet Sood, managing director of Centex Exports said, “These are super fine cashmere wool stoles with the Union Jack and animal print. These are printed on both sides and available in four varieties.
Company got to be the chosen one, Sood said, “The brand Boden was short-listed by the royals to supply the stoles. The brand tried out different manufacturers globally, but chose us against stiff competition from suppliers in China and Korea. This is due to our skill and experience of working with different luxury labels.
Royal wedding has meant for Centex an order for 4,000 limited edition scarves. Some of them will be gifted to royal guests while others would be put up for online sale at 45-50 pounds apiece.
Indian brands are vying to be part of India broadcast of the royal wedding. L’Oreal India and GE India have already got on board BBC Entertainment as presenting and associate sponsors, respectively, for a series of documentaries leading up to the wedding. The broadcaster will be telecasting live and uninterrupted (advertisement free) coverage of the actual wedding.
Media planners, the sponsors have to shell out anything between Rs 20 lakh and Rs 25 lakh. The price of a 10-second spot has gone up to Rs 11,000-15,000 from the normal Rs 1,600-1,800. “We are expecting a TVR of 2-3 in six metros while across India the figure might be around 1-2. Advertisers are all out to encash thr opportunity,” said Sejal Shah, president of India Media Exchange, the central media-buying unit for Starcom MediaVest and ZenithOptimedia.
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