Energy drink Mad Croc hands over creative duties to Katha Mediatix

By Shibani Gharat , afaqs!, Mumbai | In Advertising | December 16, 2011
The Finland-based brand was brought to India by Montage Capital Marketing with a series of expansion plans lined up for India and the SAARC countries.

Energy drink brand Mad Croc has handed over its creative duties to Katha Mediatix. As part of the mandate, the agency will work in phases to introduce and establish the brand in the market. In the first phase, print media and BTL (below the line) activities will be used to build the brand and engage consumers. Television and other above the line communication will follow in the next phase.

The Finland-based brand was brought to India by Montage Capital Marketing, with a series of expansion plans for India and the SAARC countries. The official launch will take place only towards the end of December 2011.

Confirming the news to afaqs!, Pabitra Roy, chief creative officer, Katha Mediatix, says, "It is always a great opportunity to work for the FMCG category, especially brands associated with the youth."

He adds that when it comes to creatively positioning and marketing a product like Mad Croc, it is very important to understand the mindset of the audience since taste, likings, priorities, preferences and loyalties are evolving constantly.

The brand will be targeted at the youth. Globally, the personality of the brand is youthful. It has always been associated with speed and adventures.

Speaking about the communication, Rajiv Shukla, chief marketing director, Montage Capital, tells afaqs! that the brand has a tremendous potential in India and will immediately find popularity among the youth.

He adds that setting up a strong distribution network is of prime importance. The company has already appointed 50 distributors in India. "Communication visibility, along with product availability, would be our key business mantra," says Shukla.

The communication will be initiated through a strategic integration of print, OOH, and electronic media. The brand plans for key associations with music, sports, youth hangouts, colleges and social media, and aggressive BTL activations and road shows, along with strategic sampling across the country. A series of virals playing with situational insights and trivia is also on the cards.

The brand has also been a part of the F1 race in India as a part of the Sauber Team.

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