Love isn’t just a matter of the heart.
Ask India’s top marketers, and they’ll
tell you it’s as much a matter of the mind.
Short of brewing lovepotions, this Valentine,
companies have gone round the bend to fulfil
whims and fancies that starry-eyed couples may
still be dreaming of. After all, the Valentine
economy is already worth thousands of crores
and poses an opportunity that you just can’t let go of.
‘It’s love at first touch,’ says an Apple
iPod campaign aimed at enticing love-struck souls.
Canon is offering a personalised calendar
(carrying the photograph of couples) with its
IXUS digicams. The Mudd Salon N
Spa in Mumbai is giving special offers to
Valentine customers, while online marketer
eBay is insisting that love is gender neutral
and is offering special deals through a new campaign:
‘It’s all about loving yourself’ . Across sectors ,
it would seem, love’s serious business for all.
Take the travel business for instance. Richa Goyal Sikri,
director of group business development at Stic Travels,
says romantic trips have gained a lot of currency in recent times.
“Valentine’s Day this year will be a good business prospect for
travel companies since Friday was a day off for quite a few
organisations owing to Shivratri, which makes it an extended
weekend,” she adds. In fact, a flood of offers have hit the market
for shorter duration packages luring couples to cities such as
Shimla, Manali, Jaipur, Lonavala and Khandala.
For those who have the leisure of a few more days to
spend in the company of their spouses, some travel companies
have exclusive offers. Taking a Windstar cruise around V-Day
would mean that clients could take advantage of the Sweethearts
package, including the experience of a His & Her massage,
while sipping on flutes of chilled Champagne and nibbling on
chocolate covered strawberries.
Hoteliers have also cashed in on the opportunities brought
about by the fact that Valentine’s Day falls on a Sunday.
The Courtyard by Marriott Hotel in Gurgaon has set up a
special VDay brunch, given that most people will have a
lot of time to spare for their partners. There will be live
cooking stations and interactive meals allowing guests to
cook for their spouses. “We have a target of garnering at
least Rs 5 lakh over dinner at our coffee shop MoMo Cafe
on this day,” says Pariva Rustagi, director of sales and marketing,
Delhi cluster, Courtyard by Marriott, Gurgaon.
Even at the Devigarh Palace, a luxury design hotel in
Udaipur, the occupancy rate is expected to be 100% this year,
around V-day . Coming after a year when the hospitality
segment was plagued by slow growth, hoteliers feel that
the increased footfalls signal hope after the winter of recession.
Their enthusiasm is shared by the wellness industry
where rejuvenation and indulgence is also spelling
good business. The Amatrra Spa, a signature lifestyle
spa at The Ashok in Delhi, has seen a 25% year-on-year
increase in the demand for therapies created for couples.
“We believe in the element of togetherness throughout the year.
However, Valentine’s Day helps us to create this aspect
more strongly. Couple therapies like the Dark Temptation
and Strawberry Delight which fall in the range of Rs 10,000-15 ,000
are very popular,” says Yogesh Sethi, CEO, Amatrra and A+ Medispa.
Meanwhile, accessory brands are vouching
on their ability to add to the chemistry.
According to Julie De Clermont, marketing
manager, Luxury Products Division, L’Oreal India,
the Romance perfume by Ralph Lauren has been the
best selling product for this occasion. “About 70% of our
business for Valentine’s Day gifting is from sales of this perfume.
We have received a good response to our fragrance collection.
We have promotions going on from February 1-20 for
this occasion. Our scale is far bigger this time,” she adds.
Not just De Clermont, other retailers too feel that V-Day
has begun to occupy a much more important place
in the social life of the urban Indian. After Diwali and
New Year’s , it is now accepted as the second peak
time of the year, with large sales running throughout
February.
Brand consultant, Harish Bijoor, however,
feels that despite being a Rs 200-cr generating event,
Valentine’s Day sales are still a far cry from those
witnessed around Independence Day.
“Independence Day is a pan-India event.
While February 14 is not celebrated in the smaller towns yet,” he claims.
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