Does Benetton believe in localised advertising? How about for the new brand?
Our campaigns are the same all over the world and India is no different. There’s no special strategy for Sisley at the moment, since we have just started – we’ll go step by step. But we do use the same institutional campaigns globally for all our brands. How important is advertising in the growth of a brand? Communication plays a very important role in the success of a brand. Throughout our history, we have invested in and focused on advertising, and our campaigns have helped create huge brand awareness all over the world. Of course, Benetton’s campaigns have always been unique. Contrary to the trends and strategies of all other brands, we decided to promote an idea more than a product. We were the only brand that created conditions for the people to discuss something different – an issue. Of course, now we’ve institutionalised our focus on issues: we offer scholarships to Fabrica, where students from across the world gather to learn about and freely express their creativity in various
