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MUMBAI: Bombay Dyeing & Manufacturing Company has revved up promotional strategy for its new range of bedsheets and linen to be launched during the forthcoming festive season by introducing two new television commercials and announcing the Gladrags Mrs India Pageant 2004.

"The new marketing initiatives will showcase the new designs of bedsheets through this new advertising campaign and the company continues to launch 50 new designs every month," Mr Ninu Khanna, Managing Director, said.

St Luke ad agency created the television commercials, and the films depicting the latest range of bedsheets were shot in Cape Town, South Africa. The film will be released across television channels from September 16.

As a part of its beyond-the-line promotions, the company in tow with Gladrags, India's leading fashion and lifestyle journal, also announced the Gladrags Mrs India Pageant 2004. — Our Bureau

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Bombay Dyeing to showcase new designs thru TV ads

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