Lloyd Electronics has recently signed on Theme Ventures to handle its below the line (BTL) marketing functions, including corporate sales and neighbourhood marketing in key metros.
Lloyd Electronics, formerly Fedders, is a manufacturer of LCD and LED TVs and air-conditioners. The brand, after its re-launch two years ago, has emerged as an aggressive player in the overcrowded consumer electronic white goods market. It was also seen advertising on television during the ICC Cricket World Cup 2011.
The agency will be responsible for creating and implementing innovative employee offers for various companies on behalf of Lloyd Electronics. These offers shall be given to employees of select companies in various cities as part of an employee benefit scheme.
In a parallel activity, the agency will tie up with high-density neighbourhoods and offer Lloyd's services to the residents through exclusively designed camps, consumer offers, service camps, technical and aesthetic consultation camps, and more. A similar kind of activity will be extended to corporate houses, as well.
Rajan Guha, chief executive, Theme Ventures, says, "AC repair camps are a favourite among residents during the peak summer season. It's a sure way to gain access into a consumer's home and replace an old AC with a new one."
He adds an insight, saying, "Consumers look for installation advice from split AC manufacturers before actually making the purchase. In most cases, dealers do not provide this advice before the purchase. Thus, most product marketers miss out on these small nuances which make a huge difference to product sales."
For the record, Theme Ventures is a full service BTL marketing agency with operations in Delhi, Mumbai and Kolkata, as well as in cities such as Kanpur, Lucknow, Meerut, Chandigarh, Patna, Ludhiana, Surat, Goa, Ahmedabad and Bhopal. It also handles the BTL marketing functions for brands such as Godrej Interio, Jaypee Group, Design Arc, RPS Group, Denver Perfumes and Midas Hygiene.