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The 26-year-old denim brand Spykar is contemplating to enter content creation. However, the brand has not set any deadline for this.

Sanjay Vakharia

Sanjay Vakharia, CEO, Spykar, said, “Our interest in music is quite large, specifically in alternative music. Whether it is rap or hip-hop, we are creating a lot of content around this. We are also figuring out where and when we should be there in content creation. As of now, it is going to be related more to fashion and music.”

Music as a form of marketing offers brands a meaningful way to connect with its audience, especially when they are young. The choice of music also says a lot about the brand itself.

Spykar has been targeting the urban population with its music associations such as Global Citizen India with Coldplay and Jay Z. They were also part of the Bollywood Music Project, and did a music video with Brodha V.

Vakharia told that Bollywood and music will also be a way ahead for Spykar. Having kept a specific budget aside for content marketing for 2019, Vakharia sees huge role of content in reaching out to its consumers.

“Content in itself is kind of maturing. People are creating and consuming content. This started as a natural process. Now science and methodology has been put to it. It has been a few years of content creation; how it is going to pan out is something that is yet to be seen,” he said.

According to Vakharia, the traditional mediums will always be important because the audience in India consumes it more compared to the digital space.

“For a brand to be seen as a large brand, or potential and impactful brand, they have to consume the traditional medium as well. I don’t see any future currently without a traditional medium. It will not be digital only. The bulk will rush to the traditional medium,” he added.