Financial Daily from THE HINDU group of publications
Tuesday, Nov 11, 2003
Financial Daily from THE HINDU group of publications Tuesday, Nov 11, 2003 |
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Marketing
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Promotions & Offers Parvati bhabi to endorse Bajaj Elec brand Purvita Chatterjee
Mumbai , Nov. 10 BAJAJ Electricals is going to have a new face for its brand. Sakshi Tanwar or Parvati bhabi of Star TV's Kahani Ghar Ghar Ki fame will endorse the company's range of home appliances and ceiling fans. The television serial actress could also be stretched to stand for its lighting products in future. Percept D'Mark, the sports entertainment and celebrity management company, has signed the actress on behalf of its client for a period of two years. Speaking to Business Line, Mr R. Ramakrishnan, President & COO, Bajaj Electricals, said, "At present, we will be using Sakshi for the print campaigns but in future, she could be extended to feature in our television campaigns as well." The company runs its TVC on a seasonal basis depending on the demand for its specific products. With the baseline `A tradition of trust', Bajaj Electricals will be featuring the actress on its pop material at stores as well. Specifying that it's the actress Sakshi Talwar and not Parvati bhabi who will be expected to endorse the brand, Mr Ramakrishnan said, "It is the actress who is expected to stay in the mind of the consumer and not necessarily the character she plays in the serial." Believing that Sakshi Tanwar is the right choice as the face for the brand, Mr Ramakrishnan added, "Sakshi Tanwar is a woman with a face of the ideal home-maker. She is someone who can leverage her traditional values in modern settings. What she stands for fits with the image of our brand." This is, in fact, the first time that Bajaj Electricals has decided to rope in a celebrity to endorse its brand. However for Sakshi Tanwar, this is not the first time the actress has decided to feature in a campaign. She has appeared in ads for Goodlass Nerolac and Priya Gold Biscuits.
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