LaOpala ropes in Bipasha Basu for Diva range

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 13, 2009
For the first time, a crockery brand has employed a celebrity to endorse its dining products range

Glass tableware manufacturer, LaOpala has roped in a top Bollywood's celebrity, Bipasha Basu, for its new range of crockery, called Diva.

"Positioned as stylish and fashionable, the Diva brand goes hand in hand with Bipasha Basu, who is herself a style icon," says Manish Jain, vice-president, marketing and sales, LaOpala.

& #BANNER1 & #Speaking on the occasion, Ajit Jhunjhunwala, deputy managing director, LaOpala says, "Diva would be the new style statement in the crockery segment. Bipasha connects with the women as well as the youth. The fact that she has grown up on screen over the years made the task of identifying the new brand, Diva, with the target group easier."

It is for the first time that a crockery brand has roped in a celebrity endorser. And the company expects to get a huge response, in terms of top-of-the-mind brand recall, says Jain, while speaking to afaqs!.

Introduced as affordable, state-of-the art, fashionable tableware, Diva is eying growth of 70 per cent, while the company is gearing up for a turnover of Rs 100 crore in the current financial year.

The TVC for Diva features Basu trying to match her clothes with her dinner crockery. She settles for a red dress and chooses the dining-set with red, floral patterns.

Targeted at women from SEC A and B, the TVC will be shown on general entertainment channels, such as Colors, Zee TV, NDTV Imagine, Sony, STAR Plus and others, during programmes -- including Balika Vadhu, Laado, Jyoti, Bandini, Pavitra Rishta, Chhoti Bahu, and Aapki Antra -- that are popular amongst 35-44-year-old women. LaOpala will also sponsor the showcase of Om Shanti Om on Zee TV.

The Kolkata-based company -- which manufactures and markets lifestyle products in tableware segments of LaOpala, Opal Glassware Solitaire and Hand Cut Crystal Ware -- plans to leverage Basu through the TVC and retail visibility, using lifestyle standees of the celebrity at retail stores.

Basu will continue to endorse the Diva brand for the coming one-and-a-half years.