launched its Eon range of LCD TVs in Andhra Pradesh, is now moving on-ground to promote the product. The company had launched Eon in September with a website and a mass campaign on TV, outdoor and print.
Ramesh Chembath, general manager, marketing, Godrej Appliances, informs afaqs! that the below-the-line activities in the pipeline include corporate promotions, residential contact programmes, mall activation and 'surround branding'.
Currently, the residential activities are in place and people are being informed about the qualities of the product. The activities have been conceptualised by Orchard Advertising in Mumbai and are being executed locally in Andhra Pradesh in cities such as Hyderabad, Visakhapatnam and Vijayawada.
Mitra says that innovative hoardings will also be put up shortly in the region.
Apart from the BTL activities, the Internet played a significant role in the campaign and was conceptualised by Arc Worldwide. The website, www.cleanerimages.in, demonstrated to visitors how images appear much cleaner when viewed on Godrej Eon.
CVS (Venke) Sharma, senior vice-president and director, Arc Worldwide, says, "In a cluttered LCD market, the challenge was to differentiate." Apart from online banners, Arc created a virtual character, Dr Narain Thumbuswamy, who appeared on social networking sites to inform people about the product."
Commenting on the use of online media, Chembath says, "Our target customers for Eon are evolved and Internet savvy. They prefer to research electronics online."
The agency claims that the website has received 16,000 unique visitors and 30,000 page views since its launch in September.