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example. TIO: Are you planning to involve another
celebrity for future campaigns?
KP: You can definitely mention the
partnership between Marchon and Sterling. Scott KP: Yes, discussions are always ongoing. We
is a real-life example that has worked very well. evaluate opportunities at the board level and
For the last six years, we’ve had top Bollywood collaborate to ensure results that benefit both
stars as part of our campaigns, and we’ve seen parties.
significant brand recognition. The brand has
become known in every nook and corner of India, TB: For example, with Nike, we initially focused
where celebrities have the power to elevate a on primarily U.S. athletes, but now we also feature
brand. The impact has been very strong, and we, athletes from other geographies, especially
as a company, decided that investing in this was around the Olympics. It’s about relevance to the
crucial for making Scott one of our core brands, market and consumer – the campaign must
using local celebrities. This has certainly helped resonate with them. Despite industry limitations,
the brand in a significant way. we’ve found such collaborations to be effective
drivers.
TIO: Please elaborate on Marchon’s
integrated action plan – EYES ON TOMORROW.
What role does sustainability or ethical
marketing play in your strategy, particularly as
consumers become increasingly concerned
with brand responsibility?
TB: "Eyes on Tomorrow" consolidates our
sustainability efforts into three key areas:
Eyes on Products, Eyes on Our Supply Chain,
and Eyes on Our People. Launched six years
ago, this initiative reflects our commitment
to sustainability, with strong employee
engagement and regular updates. It’s not
just about driving sales; it's about fulfilling our
responsibility and executing it effectively.
TIO: Do you think people are now more likely
to opt for sustainable eyewear?
TB: Yes, when they are given the choice. But
very few actively seek out sustainable eyewear
proactively, as it's not seen as a pressing issue
yet. Most people keep old frames in a drawer
rather than discard them. We produce 22
million frames annually and want to ensure
we're doing our part, including recycling
acetate waste. There’s still much to be done in
sustainability.
TIO: Do you make sustainable eyewear
across all your different product lines, or just for
certain collections?
TB: Sustainability is a key focus across
most of our portfolio, especially with injection-
moulded frames. We use sustainable materials
102 | THE INDIAN OPTICIAN | NOV-DEC 2024 INTERVIEW
