Jayesh Sali discusses MagickHome's marketing lessons on regional affinity and design innovation in Focus South.

Focus South, Adgully's new column, highlights southern Indian voices that are influencing marketing, customer interaction, and brand innovation in the future. Jayesh Sali, Senior General Manager & Marketing Head, MagickHome, is featured in this edition. He offers insights on design innovation, regional expansion, holiday initiatives, and the brand's future vision.Sali notes that the most important element propelling MagickHome's growth in 2025 has been design innovation. Design is timeless and remains at the forefront of consumer demand in a market where aesthetics and lifestyle are highly valued. Our USP is design innovation supported by worldwide quality standards, which our consumers have found to be very appealing. Once satisfied, they encourage recommendations, which furthers our expansion. Because finishes and materials are what make designs come to life, we also never stop inventing in these areas," he says.MagickHome has been paying particular attention to the distinct consumer tastes in places like Chennai, Coimbatore, and Bangalore as South India develops into a key market. Southern consumers exhibit a clear preference for vivid colors, traditional accents, and substantial use of wood in their interior design, even though they are just as discriminating and cost-conscious as any other group. Southern homes are vibrant and rich in history, from solid wood furniture and wall décor to handicrafts and carvings.Sali points out that balancing MagickHome's worldwide identity with local affinities is necessary to customize retail experiences in the area.

Our goal is to create a brand that embodies both local affinities and global identity. Therefore, we make an effort to incorporate southern-relevant design trends, festivals, and cultural events into our ads, activations, and direct communications. We have developed genuine relationships and solid client recommendations thanks to this strategy," he says.MagickHome's "Season of Magic" promotion, which aims to promote culture, family, and the delight of homes coming to life, has begun as India approaches the holiday season. Sali views festivals as more than just decorations and lights; they are about memories being made. "We aim to collaborate with our clients to tell enduring stories. "Homes that really come alive during this unique time of year right up until the New Year is the spirit of our new campaign," he explains.