The Hindu Business Line : Now, Surf also joins the scholarship band wagon

BRAND building on the scholarship platform in the hope of getting volumes is what HLL is trying out for its various brands from Fair & Lovely to Clinic Plus, the latest of which is Multiaction Surf.

Instead of the usual discounting or reformulation route adopted for its other fabric wash brands, HLL has decided of offer its heritage brand of Surf with the same proposition - scholarships for kids to study abroad.

The new promotional scheme is called `Colour Your Future'.

By painting a picture based on what the child wants to grow up to become - the paintings have to be titled, `I want to be....' - HLL is inviting parents to buy its brand to win the scholarships in the form of fixed deposits between Rs 1 lakh and Rs 5 lakh for zonal and national winners, respectively.

Speaking to Business Line, Mr Sanjay Behl, Marketing Manager, said: "Unleashing the potential of children is the global positioning for Surf and we are using the same platform in India.''

HLL relaunched Surf last year with a `Kidstains ' removal offering, and this year it has decided to stretch the same.

Targeting children in the 4-12 age group, the company will be judging the paintings more on the quality of the idea used in the paintings than the painting skills employed.

Draws will be held at national and zonal levels every four weeks beginning in August.

The children who win will have their fixed deposits maturing by the time they turn 18.

The company is clearly expecting some volume growth for the mother brand of Surf from the time the scholarship scheme starts.

Mr Behl said, "We are expecting sales for Surf to go up by 10-15 per cent within a span of three months.''

"Surf already had a good formulation and we did not want to offer any more discounts. Strengthening its position on the kids platform was the best idea for the brand.''

HLL has been attempting to convert the base of Surf users to Surf Excel, but has found it difficult to do so.

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