CavinKare Ltd’s hair colour brand Indica has tied up with RPG Group’s power utility firm, CESC, Kolkata for brand-building exercise.
Under this tie-up, Indica will make use of CESC’s electricity bills to communicate with their target audience. The tie-up with CESC will be valid for a period of four months and the marketing initiative will be undertaken in south Kolkata.
According to a press statement issued by Indica, electricity bill branding will cover approximately 3.27 lakh households at 14 localities in south Kolkata.