Swarovski's media duties to be managed by Alliance Advertising

Luxury crystal brand Swarovski has awarded its media planning and media buying to Alliance Advertising.

The precision-cut lead crystal company's account is estimated to be in the region of Rs4 to Rs5 crore. Austrian Swarovski AG is a global brand name in crystal art objects, candlesticks, jewellery and gifts.

Alliance Advertising's portfolio is comprised of UK-based retailer Marks and Spencer (M&S), Videocon group's retail arm Next, fashion company Guess, Body Shop, and clothing and limited edition fashion accessories store Debenhams.

India is a key market for Swarovski, one where rising disposable incomes is creating phenomenonal demand for the crystal maker's designs as spend on luxury brands increases year on year. Swarovski is going to be looking at a more focused targeting, both in the consumer and corporate segment.

Alliance Advertising's forte is known to be an indepth understanding of the special needs of brands operating in the luxury space. The agency's expertise in handling some of the lifestyle brands that have enjoyed patronage in India for many years, even when they were absent from the Indian market, has stood it in good stead in bagging the Swarovski account.

Industry sources says that the agency successfully managed some luxury brands that were totally new to the consumers in India, taking due care to understand the diverse tasks that were at hand to address the different consumer sets.