Business Daily from THE HINDU group of publications
Friday, Oct 13, 2006
ePaper
Business Daily from THE HINDU group of publications Friday, Oct 13, 2006 ePaper |
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Marketing
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Advertising
Our Bureau
Pune , Oct. 12 There are ad campaigns galore... and then there is Hindustan Lever Ltd's attempt to go "live" to grab eyeballs for its flagship coffee brand, Bru. As part of its `Evening to remember' customer activation programme for the brand, there are plans for a "live hoarding" — models sitting atop a large hoarding, which is billed to come up at a prime location in the city, and enjoying a five-star meal. Customers selected through a scratch card method and their families will be treated to a meal at a five-star hotel, and this promo will run in the city for the next few months, says Mr Herjit Bhalla, Senior Brand Manager. The live hoarding, meanwhile, is expected to come up on Thursday. "This is the first time we are doing it and the models will sit atop the hoarding for 4-5 hours in the evening for a week," Mr Bhalla said. HLL aims to step up Bru's market share from the existing 45 per cent using a slew of marketing strategies aimed at specific target groups. "In addition to the low unit packs of Rs 1, 3 and 10 for the lower end of the market, we are pulling in the youth with lifestyle products like the capuccino in variants," Mr Bhalla said. "The brand is also growing through the out-of-home business through kiosks at malls, airports and railway stations," he added.
More Stories on : Advertising | Personal Products | Hindustan Lever Ltd
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