Reid & Taylor launches Rs 4.5 cr promotion blitz for Die Another Day

Company press release, December 13, 2002

Mumbai

Reid & Taylor, the premium brand of luxury suiting launches a Bond sized promotional exercise of Rs. 45 million in one month for the latest James Bond movie 'Die Another Day" Indeed, the world is not enough for Reid & Taylor because this is one of the biggest promotions ever done for an English Hollywood movie, with a distribution in over 13 cities all over India.

REID & TAYLOR CELEBRATES "Die Another Day"- The Reid & Taylor brand was introduced during world Cup 2000, in India, to cater to the premium suiting market. It has done exceedingly well in the same & is perceived as one of the best brands available. The success has only motivated them to come up with more ambitious plans for the near future. The promotions which include both trade and consumer promotion, aim to create a binding relationship between the brand and the consumer, the brand and the retailer who is ultimately responsible for the extra push towards the consumer.

The promotion will be through a multi media blitzkrieg involving the print, electronic and outdoor.

There will be 13 premieres all over the country on the opening day itself, (which means that a estimated total of 16,000 people will see Reid & Taylor through the in-theatre visibility which will be taken care of by Reid & Taylor merchandise. Fabulous Desk calendars/wall calendars, and other merchandise featuring stills from the movie will be given out to people who attend the premiere shows.

LIVE LIFE LIKE BOND -James Bond is truly the Man of the Millennium. He gives to us, what we know we want but barely get. Heightened pleasure, charisma, adventure, romance, mystery, glamour and all round appeal. Reid & Taylor promises to bring all this & more, one step closer to you with the screenings of the movie for the trade and consumers in all the major metros such as Mumbai, Delhi, Bangalore, Kolkata, Pune, Jaipur, Chennai, Mysore Ahmedabad, Vadodara, Surat, Indore etc…

The association will also be carried further through POPs at various retail outlets, contest posters, Reid & Taylor celebrates "Die Another Day" posters, in-store dispensers, contest collection boxes, calendars and outdoor hoardings in all the centers of the contests. A major television campaign 'Reid & Taylor celebrates "Die Another Day" will be on air from 16th Dec onwards, featuring the movie which will definitely become another grosser worldwide.

According to Mr. Nitin Kasliwal, Managing Director, S Kumars Synfabs Ltd. "Die Another Day movie promotions are a continuation of the Reid & Taylor association with James Bond. Bond has always been an icon of style. For a premium brand like Reid & Taylor, it was just the right image to associate with. The association of the brand and Bond has since proved to be a move that has worked excellently in the market, with the consumers. These promotions mark the commencement of an aggressive consumer contact programme that will go on for a thirty day period, capturing on the universality of the Bond image".

For further details: Contact Percept Profile - 24918811