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Amrita Nair-Ghaswalla
Eager to engage with new customers, the millennials, Eveready Industries, makers of portable energy like batteries and flashlights, decided to celebrate 25 years of their iconic tag line Give me red . The newly-released version, officials say, portrays enthusiasm, clubbing new-age thoughts and values.
Speaking about how the campaign has worked its magic for the brand, Amritanshu Khaitan, Managing Director, Eveready Industries India told BusinessLine , “ Give me red is synonymous with Eveready just as Eveready is synonymous with batteries. For the last 25 years, the campaign has been the backbone of our communication and has appealed to both urban and rural audiences, seamlessly adapting with the local language.”
Noting that the campaign had taken the advertising world by storm and had become almost a youth slogan when it was launched in the early nineties, Khaitan said: “Over time, the campaign evolved into something that kept affecting consumers’ lives. That is what we call Life before red, and life after red. We have always tried giving the consumer something that will change his life in a positive manner.”
‘Obvious choice’
Talking on the colour red for its campaign, Khaitan said: “The colour red stands for power, energy, performance and leadership. It is an obvious choice.”
Emphasising the refreshed avatar, Anil Bajaj, Senior Vice President-Marketing and Sales, said: “Through our product offerings, we want to better people’s lives, be it through DigiLED technology in our flashlights, 100 per cent brass flashlights, or the Lumens/Watt for our LED bulb range.”
As for the new avatar, “Infinite power meets vibrancy and new-age thinking. Red symbolises limitless energy, power, enthusiasm and stamina, the very core of the Give me red ethos,” Bajaj said.
The brand has more than 55 per cent market share in the battery segment and 70 per cent market share in the flashlights market.
Speaking about how the brand has grown over the years, Khaitan said, “Brand Eveready has been integral since 1905. Apart from batteries and flashlights, the brand has evolved to cater to different segments like lighting and small appliances.”
Commenting on the flood of Chinese imports, the MD said the company has constantly been using its research and development to adapt technology changes to meet consumer needs. “With regards to dumping of cheap Chinese imports, effective October 19, 2018, the Indian government has made BIS certification mandatory for all carbon zinc batteries. Hopefully, consumers are aware of this and will use reliable products,” he said.
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