Product of the Year (POY), which is a global consumer recognition standard that rewards the best innovations in retail products done through an independent consumer survey, has launched an activation in malls and other outlets across the country to bring consumers closer to these brands.
The activity, devised and executed by BTL agency Mastermind, is being conducted across Tier 1 and 2 towns, covering 36 towns through 32 Croma outlets.
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The outlets are also provided with portable modular display units with product display and flex space to ensure branding, with POY goodie bags given out here.
The key objective of the BTL (below-the-line) activity is to increase awareness about Product of the Year amongst consumers.
Charulata Ravi Kumar, chief executive officer, Product of the Year India, tells afaqs!, "POY is an innovation platform that puts the power in the hands of the consumers - the most important judges for manufacturers. The activity, supported by Croma, has helped us spread the message of POY and its process to thousands of consumers nationwide."
The 26 winners of the first Indian POY event that was held earlier this year were awarded in January at an award function held in Mumbai and was telecast and presented by STAR TV.
Besides the BTL activation, online ads have been executed, while print ads appeared in publications such as The Times of India, Mumbai Mirror and Mid-Day.
Kumar shares that initial guesstimates and responses from POY title holders has been great, with many reporting increased interest and sales. The company plans to formally evaluate the activities through a forthcoming survey.
For the record, POY is annually conducted in 26 countries, for more than 20 years now. The Indian arm of POY has extended its scope to cover mobiles, electronics, durables, appliances and debit and credit cards.
Some of the eminent brands that have been participating over the years across various countries are Unilever, P&G, Nestle, L'Oreal, Reckitt Benckiser, Johnson & Johnson, Danone, Heinz and Kingsmill Bread, Kellogg's, Coca-Cola and PepsiCo.