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They're familiar. But then again, maybe not. Jaisalmer and Silk Cut. Can they succeed?
Will Jaisalmer be second time successful? The first launch, about a decade ago, was a blatant attempt at doing a Rajasthani version of the Marlboro Man. Jaisalmer hit the Indian market with large pictures of this awesomely characteristic Rajasthani, a desert-wizened face, outsized turban, rustic wisdom-conveying expression et al. As now, Godfrey Phillips' need then was to hew out a chunk of the growing premium end of the kingsize market-dominated as it was by ITC's Classic and India Kings. Four Square Kings, the smartest brand the company had to offer, was not even seen as upmarket as ITC's Gold Flake. Jaisalmer was to do a rustic-cool number at the market's top end, appealing to the well-off smoker tempted to break free of the British aura surrounding most of the other premium smokes. What happened? What'd you think? Jaisalmer bombed. The difference now is that there is very little difference in the way the market is structured. Premium 84-mm smokes have grown in volume, accounting for an estimated 200 million sticks per month (a high-margin if not a big fraction of the 7.2-billion sticks Indian market). Jaisalmer, priced above Classic, but below India Kings, is a top-end launch. But something else has also happened. The Government of India is trying to impose a blanket ban on all tobacco products advertising. Godfrey Phillips knows exactly what this means- the market could get frozen, in terms of market share, exactly the way it is, with new entrants finding it impossible to break in. If any new brand must be sprung into a smoker's mindspace, it must be done fast. The other difference is that Jaisalmer's new avatar has given up on the rough n'rustic imagery. In fact, the Jaisalmer Man-typified by clean-cut model Diwakar Pundir-is the most urbane sort of fellow you can picture. Impeccably dressed in Western formal attire, ready for some ballroom dancing with his home-to-Siyaram-ish girlfriend, phenomenally wealthy and nutty enough to drive a Harley-Davidson through a large darbar hall. Darbar hall? The brand's background setting is quite, quite Rajputana-for the authenticity of the Jaisalmer royalty experience. And that, really, is what gives this relaunch its twist. It's all about modernity (the Western kind) amidst high-splendour tradition...with its glory revealed by the effortlessness with which the two worlds are vaulted together. 'Then, Now, Forever'' say the ads, suggesting a timeless devotion to a sort of idea that's there somewhere, but not terribly obvious. Meanwhile, ITC's launch of Wills Silk Cut seems designed to give it an altogether different sort of bar handle on the premium market. With its characteristic purple block, Silk Cut is known globally as a smooth smoke of finely blended tobacco-owned by the UK's Gallaher group, but licenced to ITC's parent BAT in several international markets. Here in India, the brand-under master franchise Wills--is being test marketed as a sub-premium brand in the 74-mm size slot that has been unique to Wills Navy Cut. The pricing is on par, too, perhaps to offer Navy Cut smokers a lighter option if looking for a change. Even so, ITC seems almost apologetic about this brand, as if it barely exists. There is no mass-media campaign to speak of, and it's not even clear what part of the purple timeline it would want to occupy, stretching from the old days all the way into the future. Yet, both Jaisalmer and Silk Cut may stand a better chance of success than they would have some years ago. The Indian cigarette market needs a good hard shaking, and if these two brands dare to take on the challenge, they could come good.
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