Eveready to go beyond ‘Give Me Red’

‘Give Me Red’ already has a strong connect with Eveready Batteries. The new campaign will take the brand to a new level altogether

Eveready Industries is ready to go a step beyond its much recognised ‘Give Me Red’ campaign. It has unveiled its new advertising statement, ‘Kuch Hai Extra’, which aims to highlight the extra features the battery will now provide to its consumers. Company officials insist that the brand is not shedding its ‘Give Me Red’ platform altogether. After all, it has been the brand’s punch line for over 15 years. However, this latest campaign will take the brand promise to the next level.

The ‘Give Me Red’ campaign was launched in the early 1990s and was targeted at youngsters in the age group of 15-25 years. “‘Give Me Red’ has a sturdy association with Eveready and accounts for instantaneous brand recall with the consumers,” says Ravi Grover, executive vice-president, sales and marketing, Eveready Industries.

Hoping to go beyond this recognition, Eveready Industries decided that it was time to highlight its key brand feature (long-lasting power) in a more logical manner.

Eveready will now position itself as the EMD (electrolytic magnesium dioxide) battery that has a 10-25 per cent extra performance edge over its competitors across equipment. And this is what it wants to convey in its latest advertising communication.

The campaign has a set of four commercials showing different situations in which Eveready causes a dramatic transformation in the person who touches it. The films have been directed by Pradeep Sarkar, known for his maiden movie, ‘Parineeta’, and the agency behind the idea is Rediffusion DY&R. The media mix for the brand will also include radio, print, outdoor and consumer promotion activities.

Last year, Eveready completed 100 years of its operations in the Indian market. According to AC Nielsen, Eveready’s market share has shot up from 41.6 per cent in 2002-03 to 47.2 per cent in 2005-06. Company executives attribute this rise in market share to its advertising and getting Amitabh Bachchan to be Eveready’s brand ambassador after 2003.

Like before, this time, too, the Big B will endorse the Eveready brand.

© 2006 agencyfaqs!