How VOX is tapping into demand for home makeovers and décor

This time of the year marks one of the most crucial periods for businesses. Consumer sentiment is at its highest, and spending patterns reflect the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands explore every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce has also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across both online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behaviour analyses, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves; what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

In conversation with Adgully, Varun Poddar, Founder of VOX, shares his observations and strategies for tapping into the season’s heightened demand for home décor and personalization. According to Poddar, consumers are showing strong interest in transforming their living spaces, investing in durable and aesthetic interior solutions. VOX is aligning its festive marketing efforts to meet this demand, focusing on innovative designs for walls, ceilings, and flooring that bring both function and flair to home makeovers.

What are your observations on the overall consumer and market sentiment during the festive season this year?

This year, there is heightened enthusiasm around home makeovers and décor. With a growing interest in transforming living spaces, consumers are focusing on creating more personalized environments. At VOX, our interior and exterior solutions, such as wooden-look false ceilings, durable SPC flooring, and versatile wall panels are in high demand. The market sentiment indicates that people are investing in long-lasting products that combine functionality with aesthetic appeal as they look to celebrate the festive season in thoughtfully designed spaces.

What forms the core of your festive marketing strategy this year?

Our festive marketing strategy focuses on showcasing how VOX products can elevate home décor for the festive season. We are promoting our innovative new ceiling and wall panel designs, available in various sizes and colors, suitable for both interiors and exteriors. This is complemented by our established offerings, such as SPC flooring and wooden-look ceilings. By emphasizing durability, design versatility, and ease of installation, we aim to position VOX as the go-to brand for consumers looking to refresh their homes during the festive season.

Could you tell us about your campaign strategy for the festive season?

Our campaign strategy for this festive season centers on a digital-first approach, featuring targeted social media campaigns and initiatives aimed at architects and interior designers. These efforts will demonstrate how VOX products can transform homes for festive celebrations. We're also offering special festive promotions and creating inspiration-driven content to help customers choose the right products. Additionally, we are launching new product lines that highlight décor innovations, blending traditional aesthetics with contemporary designs.

What is your marketing/ advertising budget for the festive season in 2024? What percentage increase (or decrease) is it compared to the previous year?

For 2024, we have increased our marketing and advertising budget. This reflects our commitment to expanding brand visibility and promoting our trending new décor products for both interior and exterior applications. We are allocating more resources to digital platforms and content creation to better engage with our evolving customer base, who increasingly seek inspiration and product information online.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

We are strategically distributing our ad budget across a mix of platforms to maximize reach and engagement. A significant portion is dedicated to digital channels, including social media, YouTube, and Meta ads, allowing us to showcase our products in dynamic and interactive formats. Simultaneously, we are investing in traditional media, such as print and outdoor advertising, to reach a broader audience. This multi-channel approach ensures that our festive campaign resonates with consumers across various touchpoints, catering to both online and offline audiences.