Emerald’s new blitz takes national cricket team to corporate office

Emerald Group Marketing Manager Rimaz Marzook shares some key insights to the Company’s new advertising and promotion campaign featuring Sri Lankan cricketers in a corporate setting.

Q: Tell us what was the thinking behind the current campaign?

A: It’s a couple of things put together. As the formal wear provider for Sri Lanka criket and the game being the most loved and popular sport in the country is a standalone entity in attracting all Sri Lankans whatever their social status, supporting its local heroes and cheering them to victory. This allows Emerald to drive strong communication without compromising its brand positioning. We saw it as a great opportunity to project the best formal shirt brand in the country through one of the best cricket teams in the world. The motive was to do something different with the national team. Projecting them out of the cricket arena and more related to the corporate environment.



Q: Explain to us how the photo shoot went on?

A: Well, The team is extremely busy with sport-life balance. Getting the team in one location was very challenging but well worth the effort. We shot at a leading hotel the team was staying at the time. The players led by its charismatic captain Mahela were very accomadative. We had a large variety of Emerald shirts matched with ties /hanger pressed and racked for specific players based on each unique situation. The images you see on billboards across the country are a result of this.

Q: Explain the campaign to us?

A: It is a integrated campaign using Radio/Tv/Print/Promotions & social media in all 3 dialects common to Sri Lanka.  The idea was to portray the team players to the public out of the cricketing arena. Using the T-20 world cup as a platform the Emerald campaign projects the local cricketing heroes of the gentlemen’s game in an office environment wearing the gentlemen’s shirt.



Q: What’s the thinking behind the poster?

A: Simply put it’s a value addition to all Emerald customers and an opportunity for all Sri Lanka cricket fans to obtain a unique memorabilia and collector’s item poster. You will not be able to google these images or purchase it later on in the market. It is unique to Emerald and offered to all customers who purchase an Emerald shirt from anywhere in the country.



Q: What are the future plans for Emerald moving forward?

A: Men are more concerned on what they where and how they look. This is good news for Emerald. As a leading shirt brand in the country we will continue to offer the best quality garments to consumers and pioneer new product development in line with international standards. Our design and development team led by former  Italian designer Roberto Inglesi ensures our consumers get the best .The fits and sleeve length options introduced by Emerald last financial year is one of the many new developments which would be introduced in the future.



Q: How is the potential in the local market?

A: The men’s fashion market in Sri Lanka has tremendous potential to grow. We have seen a positive change within the last five years in this market. There is more attention when selecting a formal shirt. The Fit, Fabric, colour and comfort are considerations which has gradually taken priority.

There seems to be a slowdown in consumer purchase in the market overall but I believe this is relatively short term. As in all things there are ups and downs. We are currently in slight downward movement. However with strong infrastructure development and large projects taking shape gradually, I strongly believe there would be an upward spiral in the market sooner than expected.