ITV

Tag: blitz

  • Electrolux launches hi-tech fridges, plans media blitz

    MUMBAI: Moving in line with its commitment to nurture the hopes and nourish the lives of its customers by offering world class and innovative products, Electrolux Kelvinator Limited (EKL), announced the launch of ‘Tamanna’- World’s first refrigerator with FM Radio and message recorder.

     

     
    Tamanna, which is priced at Rs 13,990 is available in 230 ltrs capacity. With the launch of Tamanna, Electrolux now offers almost 60 refrigerators in its Oxy range of direct cool refrigerators.

    According to EKL managing director and CEO Rajeev Karwal, “Tamanna which means Desire is exactly in line with the Electrolux’s philosophy of nurturing hopes, desires and aspirations of its customers in whichever way possible. We are confident that this refrigerator will change the way women work in the kitchens and will make it more enjoyable by breaking the monotony of the kitchen.”

    Tamannna comes equipped with an auto search FM band radio that, on press of a button, starts searching for the favourite band automatically and stops on the best channel. One can control the volume with the help of volume control. Tamanna offers a message recorder, that can record voice messages of 10 seconds duration. The LCD panel on the refrigerator ensures clear view of screen in case of inadequate ambient light.

    “It has been observed that most of the times people were using magnetic stickers or post-it to leave messages for others on refrigerator door. Similarly housewives were using radio in the kitchen to avoid the monotony of daily routine work. Keeping these needs and desires of customer in mind, Electrolux developed Tamanna to offer these innovative features,” Karwal further added.

    The other unique features of Tamanna include a health guard, digital clock with alarm, dual humidity control, special foldable bottle rack, drop down freezer and chiller tray, anti rust rear sheet, anti fungal gasket, designer ice tray, door open alarm that reminds one to close it in case door is left open for more than 90 seconds.

    To promote this new product, EKL will unleash a multimedia campaign, stressing the ‘Life Nourishing System’ concept and showcasing the merit of the “Tamanna”, across print and electronic media.

    Electrolux also announced the launch of another refrigerator, Bijlee with the view to tap the rural and semi-urban markets of India. Bijlee is the world’s first refrigerator that works even without electricity in the direct cool segment. It is priced at Rs 10,990.

    Through this innovative product Bijlee, Electrolux plans to aggressively target the large untapped customer base of 13.1 million non-owner urban households with a monthly household income in the range of Rs. 3000-8000.

    In the initial phase, the company plans to target 5.7 million non-users concentrated in one million population towns of North India, which can be reached immediately due to the company’s strong foothold in the region. In the second phase, the company plans to enter the B and C class towns.

    According to Karwal, “It is our constant endeavour to attract maximum customers and to emerge as India’s favourite consumer brand. After consolidating our presence in the bigger markets, we are now expanding our focus on the rural markets. In India, the penetration levels of refrigerators, especially in rural markets, are extremely low primarily due to poor electrification and inadequate infrastructure in the rural areas.”

    “Considering that about 80,000 villages in India do not have access to proper electricity, Bijlee provides us with an enormous potential to drive volumes. Befitting of a global leader, I am especially pleased to be launching this new category in the Indian market,” he added.

  • CBS’ marketing blitz for ‘Raymond’ finale gathers steam

    MUMBAI: As the sitcom Everybody Loves Raymond heads toward its final episode on 16 May US broadcaster CBS is continuing to roll out an aggressive multi-platform marketing and publicity campaign to support the event.

    In India the show airs on Star World.
     

    The finale will be preceded by a one-hour special featuring behind-the-scenes footage, highlights from the show’s nine seasons and interviews with the cast. The multi-layered effort includes on-air tributes by celebrities; heavy promotion on Viacom radio and cable properties; extensive co-marketing with CBS’s 200-plus affiliated stations; special Raymond themed content on the special CBS Eye on American which airs for passengers travelling on American Airlines. in addition in conjunction with King World there will be a month of programming for episodes in syndication.
     
     

    In a fitting tribute CBS’ sister channel TV Land will pre-empt regularly scheduled programming to salute the series on 16 May. As the finale of Everybody Loves Raymond is airing on CBS, TV Land will be closed for business. Instead of regularly scheduled programming, viewers tuning in to TV Land will instead see a room filled with 210 guys named Raymond.

    Each Raymond represents an episode of the series, and will wear a t-shirt identifying which episode they represent. They will stand and introduce themselves, one by one, by name and episode, for the entire half hour. Throughout this tribute, TV Land will remind viewers that they should really be watching the finale on CBS.

    Prior to the series finale, Comedy Central will present a half-hour special featuring Ray Romano’s stand-up act. CBS stars and other celebrities will also take part in a series of promotional spots where they’ll congratulate the show on its nine-year run and express why the show is so special to them. Participating celebrities include Dr. Phil, Jeff Probst, Charlie Sheen, Anthony LaPaglia, Jason Alexander, Mark Addy, Jami Gertz, Rob Morrow, David Krumholtz and Khandi Alexander, among others.

    CBS has also produced a tie-in guide resembling a Barone family photo album. It is full of ways that stations can promote the finale locally. The guide includes trivia questions for local contests including a list of guest stars from Kevin James who starred in the movie Hitch to basketball great Kareem Abdul-Jabbar.

    Leading up to the series finale, cast members from the Emmy award-winning series will appear on several of the leading daytime and late night talk shows, including Late Show with David Letterman, Larry King Live and The Tony Danza Show.

    On 16 May the cast will appear together in New York City for one last time in a media blitz. the activity will start on CBS’ Early Show and culminate on the floor of the New York Stock Exchange when the cast of the show and CBS Chairman Leslie Moonves ring the closing bell.

  • ‘Millie’ to take on Sony’s ‘Kkusum’; Star plans marketing blitz

    MUMBAI: After the big bang marketing blitz that one saw with Star Plus’ Kavyanjali, the leading Hindi general entertainment channel has decided, one month in advance, to activate a promotional onslaught for the launch of their next big property, which debuts on the tube next month in the critical 9 pm slot.

    Launching 4 April, Mondays to Thursdays, Millie is poised to replace the recently converted half-hour dailies – Des Mein Niklla Hoga Chand, Kehta Hai Dil, Saara Akaash and Sanjivani, all of which will be phased out by end of March.
     
     
     

    Apart from the regular activity that entails a campaign, Star plus has gone a step forward to ensure visibility and reach for the show. In terms of sheer decibel levels, Millie‘s promotion will be as loud as that of Kavyanjali’s, confirms Star India senior vice president marketing and communications Ajay Vidyasagar.

    For the next one month, promo’s of the show will air across the Star network which will comprise the introduction and the profiling of all the characters in the serial. “This has been done with a specific intention of familiarising the audience with the characters to induce interest and curiosity for the show before the launch and in turn ensure that the 9 pm slot becomes a staple diet for the viewers,” adds Vidyasagar. Millie, the central protaganist in the promo’s, will talk about the other characters and the others will talk about Millie creating a sort of interplay.

    A total of six promo’s are planned, the smiley being the symbolic logo of the serial depicting sunshine will be played as the icon of the campaign.
     
     
     

    The other innovative factor is the title track of Millie which the channel believes is a potential chart buster. Composed by Preetam of the Dhoom fame, a music album is slated to be released on the same. Also the music video will be airing on both Star Plus and Channel V. The video is a take-off on ‘How do you solve a problem like Maria’, the much loved song in the musical classic Sound of Music.

    Apart from that, the show will also be sufficiently supported by ground events, radio, outdoor and print media.

    Coming to the content of the show, it is essentially a family-centric show which revolves around an orphan who comes into a family that is always buried in sorrow. Millie comes into their lives as the sunshine and hence the symbolic smiley.
     
     
     

    Gone are the days of regular marketing. With television shows getting more and more cutting edge and competitive, innovation and alternative seems to be the name of the game.

    Mille is pitted against SET’s Kkusum. Is Sony getting into an aggresive mode as well to ensure stabilty for their 9 pm slot or is it going to surrender to the entertainement major?

    It’s a question of survival.