Financial Daily from THE HINDU group of publications
Wednesday, Apr 28, 2004

Cross Currency

Group Sites

Marketing - Strategy

`Fa-fresh zone' in city cinema

Our Bureau

Chennai , April 27

CHENNAIITES can look forward to booking their movie tickets in air-conditioned comfort this summer. Henkel Spic India has created a `Fa-fresh zone' at the city's Satyam complex, which not only provides air-conditioned comfort at the booking counter, but the movie watchers can also get to experience the various fragrances of Fa Deodorant. Speaking to Business Line, Mr Ranju Mohan, General Manager (Cosmetics and Toiletries), Henkel Spic India, said, "This exercise is aimed at getting the youth to experience the Fa brand. Fa is a youth brand and since the youth frequent film theatres on a regular basis, it made sense for us to create a Fa-fresh zone at Satyam."

The fresh zone, said Mr Mohan, would have a different ambience each month. "We have now created a Caribbean look, and we will change it from time to time."

Mr Mohan said that this concept of fresh zones would be taken to Mumbai and Delhi in the next one month. He said that the company was in talks with a number of cineplexes in these cities.

Henkel has a budget of Rs 7-8 crore for various media and marketing exercises this year to promote the Fa brand, and Mr Mohan said that there will be a number of promotional exercises during the months to come.

Fa is the number two player in the deodorant market with a 15 per cent share, while the market leader is Rexona.

More Stories on : Strategy | Cinema | Cosmetics

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
`Fa-fresh zone' in city cinema

IA launches EMI scheme for tickets
Dalmia Consumer Care forays into SAARC
Postal Dept to sell Arokya milk coupons in Chennai
Business Line Quiz on April 30
Mohan Menon of O&M hangs up his boots
APTDC to organise 5-day summer fete
TI buys rights for Hercules brand in Africa, West Asia
Canon launches 20 new products
Sony Entertainment set to launch 6 new serials
New, powerful E-class saloon from DaimlerChrysler
Poll updates from BPL Mobile in Malayalam

The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2004, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line