Intex: Call on Wheels

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | December 20, 2010
The company plans to spend over Rs 1 crore on the on-ground activity called Intex on Wheels, which would reach more than 400 towns in about 15 states.

Intex Technologies, an IT hardware and electronics company, has rolled out an on-ground initiative to promote its new range of mobile phones. The company claims that Intex on Wheels is its biggest BTL activity for its mobile division.

The on-road campaign, which kicked off at the beginning of this month, will cover states such as Uttar Pradesh, West Bengal, Tamil Nadu, Haryana, Punjab and Madhya Pradesh.

The company rolled out the activity along with Outsel Promotions, the activation arm of Madison Media, with the objective to promote consumer sales of mobile phones.

To promote the mobile phones, the company decided to give a touch and feel of its products to the consumers. For this, it has rolled out 26 canters draped in backdrops of the company's mobile phones.

Apart from several other products, the company will introduce consumers to its video phone, Intex V.DO; projector phone, Intex V.SHOW and the video chat phone, Intex IN 4470, which allows face-to-face chatting. And to showcase these products and drive home their utility, Intex has created various zones in the vans, which enable consumers to use the phones and their various features.

"All our phones have unique positioning and they target different consumers. We wanted to give consumers a unique experience of the products. So, to rightly promote the feature of the V.SHOW, we have created a projector-room, which highlights its feature the best," says Vinayak Lal, GM - marketing, Intex Technologies.

He adds that the objective of the activity is two-fold -- first, to promote the products, and second, to expand the network. He says, "With this campaign, we are also planning to add more distributors to our existing network."

The company plans to spend over Rs 1 crore on this activity, which would reach more than 400 towns in about 15 states.

The company mainly targets consumers in SEC B, C, D and R1; while some of its products, such as the Intex V.SHOW are targeted at SEC A+ as well.

Intex has also increased its marketing spends for the next year by 20 per cent. It is aiming at revenue between Rs 900-1000 crore in FY2011, up from the current Rs 600 crore. It expects most of this growth to come from the mobile phones and peripherals segment, which is its biggest contributor in terms of revenues. The company has also recently launched a range of LCD televisions, which are targeted at SEC A and A+.

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