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Our Bureau

Chennai , June 16

WHEN an established brand wants to extend its reach in rural India and drive home the message of its dominance, what does it to do? Bring on board a celebrity model, especially one from the movie industry. Eveready Industries has done that. Amitabh Bachchan will be its brand ambassador for batteries and torches the next two years.

At a press conference today, the company's Group General Manager of Marketing, Ms Jayashree Mohanka, said that Mr Bachchan was brought in mainly to reach rural consumers. The strong influence of movies in rural India had been an important factor in Eveready's choice.

The company plans to supplement the traditional communications campaign through the media and hoardings with rural movie festivals devoted to Mr Bachchan's movies. Additionally, there will be an urban thrust by using Mr Bachchan in advertisements with Eveready's popular tagline, "Give me red".

Eveready chose a celebrity ambassador because they provide high visibility. Ms Mohanka said that prior to choosing Mr Bachchan to represent them, the company carried out surveys across categories of customers to pick the right ambassador. The survey's results showed that Mr Bachchan came first or second in different categories.

The company spent Rs 41 crore on its advertising campaign in the last financial year. The current year's budget is to be at the same level; however, the pattern of expenditure is to change.

Eveready's campaign using Mr Bachchan comes on the eve of its centenary celebrations- its forerunner National Carbon started Indian operations in 1905. Over time the company has become a powerful player in the flashlight and dry-cell battery markets.

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