ITV

Tag: Lancer

  • HM steers ‘Lancer’ into ‘KHGN’ for in-film branding initiative

        Hindustan Motors (HM) through film branding initiative launched Kyun! Ho Gaya Na? (KHGNO) Lancer contest at popular cinema halls across the country. The movie made a public appearance on the big screen on 14 August.
     
     

    The in-film promotion route to promote Lancer, according to CK Birla Group, general manager, Corporate Communications Soni Shrivastav, “From time to time, we have been undertaking several initiatives to highlight Lancer’s world-acclaimed rally status in the country. Earlier this year, to celebrate 10 years of Lancer victories across various rally circuits, we had brought 4 times World Rally Championship Lancer Evo VI to the country. This is the first time we are using the in-film branding route for any of our products. Male lead, Vivek Oberoi is playing a rally driver in the movie and since, Lancer worldwide is a well acclaimed rally car, we felt it was a great opportunity to highlight the car’s virtues to our Indian audience.”
     
     

    HM ran a contest at popular cineplexes across the key markets; New Delhi, Mumbai and Banglore on the day the movie released. The contest will be introduced subsequently to other centres such as Pune, Chandigarh and Kolkata.

    The company has chalked out on ground promotion plan, including a contest to back Lancer’s presence in the film. As the company release states, a contest form would be given to the car owners when they enter the parking lot of the cineplex to watch KHGN.

    The participants would be requested to fill the contest form and deposit it at Lancer counter or drop box at the cinema lobby or snack bar before the movie begins. The names of lucky winners, who answer the questions correctly, would be announced during the intermission who will win some attractive prizes.

  • Mudra gives keyhole view of its brand building strategy

    After establishing a series of firsts and managing an entry into the Limca Book of Records, ad agency Mudra has scored another first – a book of nine case studies of brands it has helped develop over the years.

    9 Case Studies of Mudra’s Leading Brands traces the media campaigns of Borosoft, Dermicool, FairGlow, Henko, ItchGuard, Lancer, MTB, McDonald’s and Vatika over the last few years. It lays out the agency’s five step approach to brand building that guides each campaign – a landscape audit, assessing the brand’s value proposition, the core consumer insights, the execution of the idea and the final closing of the loop. The results are laid out in successive pages – how a third entrant into a monopolized antiseptic cream market – Borosoft – was leveraged with packaging, promotion and positioning to corner a market share of 19 per cent; how the USP of a cooling sensation was leveraged to help Dermicool strengthen its market share over former leaders Nycil and Shower to Shower.

    The book also traces the evolution of FairGlow into a Rs 10 billion brand in a span of two years, and the trend it has started launching benefit specific soaps that cater to a well defined segment. While most of the products featured have used cable and satellite television as the vehicle for promoting the brand, a few like the Mitsubishi Lancer have focused on elite and leisure magazines to take the message home.