With its origins in the west, Valentine’s Day, and all the paraphernalia associated with it are alien concepts to India. However, it has caught the fancy of the average Indian like nothing else. If you wonder why that is, then the answer is, as the Beatles once sang, “all you need is love.”

“Love in itself is a universal concept and hence I think that Valentine’s Day has grown to become a preferred celebratory day worldwide,” says Ivana Perovic Shah, CEO, AP Group, that brought the watch brand Guess to India.

For Shehzad Zaveri, of Minawala Jewellers, it’s because our borders are shrinking. “Our world has become small and is a global village now. We celebrate each other’s festivals. Consequently, Valentine’s Day in our country is celebrated as enthusiastically or we can say more excitedly like any other Indian festival,” he adds. The negative publicity around the festival also probably aided its popularity, says Prashanth Sarawgi, brand director of Episode, a brand that specialises in silver-crafted items.

What’s on offer

Different brands use the concept of Valentine’s Day differently, but luxury brands are well aware, or so it seems, that in a festival that celebrates gifting, they are the most sought after. Cashing in on this, luxury brands often launch special editions of products. For instance, GUESS watches has a tradition of creating a Valentine’s range each year, and now its customers seek out the collection dedicated to the day, says Ivana. “In terms of the design, the brand plays around with the colour pink or red. However, this year we have stepped away from this and experimented with rose gold, white and blue,” she adds.

“It definitely becomes a great selling point for brands as customers are always looking out for that perfect gift for their partners and brands try to put their best foot forward and offer their best as now the concept of having a ‘valentine’ has become much more elaborate and special,” believes Varun Sharma, GM, The Body Shop India.

Italian bag maker Furla too claims it has an ace up its sleeve for Valentine’s Day this year. “The brand has launched a special marketing initiative aimed at making purchases more special by offering a complimentary name tag with the purchase of every bag,” says Sanjay Kapoor, MD, Genesis Luxury, entrusted with branding and retail-related activities for the brand. As a women’s accessory brand, Furla appreciates the importance of Valentine’s Day, since it’s on occasions such as these that customers like to treat themselves and feel special, he adds.

At Episode, they have the usual favourites on offer, such as heart-shaped vases and platters, which do well around this time, says Sarawgi. The company is also providing personalisation services that he is sure will make for great gifts. Minawala Jewellers is banking on the perception that nothing makes a woman smile like some jewellery, and has a launched a special Valentine’s Day jewellery collection. “Valentine’s Day is just another reason for Minawala to celebrate the bond of love,” says Zaveri, and is hoping you will show your love with diamonds this year.

Hooked on love

While some, like Sarawgi, believe that Valentine’s Day is a small event in the calendar year that’s just another excuse for gifting, others like Sanjay Kapoor of Genesis Luxury feel it helps in keeping the market upbeat and gives brands reasons to develop more interactive campaigns. Brands like Furla believe that the aspirational value of their products is a great hook for customers, because it’s on occasions like these, such as Valentine’s day in this case that customers like to treat themselves. Working around concepts like Valentine’s Day “definitely facilitates reaching out to a larger target audience and expanding into various different markets,” says Ivana Shah of GUESS.

So whether it’s jewellery, watches, a high-end handbag or quality cosmetics, the worth of the festival lies in the gifting. Clearly, Valentine’s Day is a marketing gimmick that knows no boundaries — cultural or otherwise — and luxury brands are making the most of it.

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