Fenda Audio which is today a strong Audio brand in India had always been driven by needs of consumer. Today Cricket has become more than passion for Indian consumer and it was imperative for us to communicate the experience which Speakers bring into consumer home.
To drive key message” Ghar baithe Stadium ka mazaa” we used a 360 degree communication :
- We first kicked off this key message through an exclusive cricket world cup packaging ( jpeg of box attached)
- This was then communicated through an exclusive Cricket Booklet published in collaboration with India’s most widely read IT Magazine- CHIP.
This booklet was distributed to more than 1 Lakh customers along with CHIP’s 2010 anniversary issue. Also close to 50000 additional copies of same were sent by us to all our channels.
- Along with booklet we also printed our new catalogue on lines of cricket world cup which caught an immediate appreciation of channel.
- Above activities had to be supported by a strong ATL Campaign and hence we signed one major deal with India Tv which happens to be most viewed Hindi News Channel. This deal also was a planned move because our TG ( 20-45 Age group, Male, Sec A,B,C) consumes this channel the most.
- In addition to this Rajasthan, MP which were amongst our fastest growing markets got a further exposure through our tie up with Rajasthan Patrika where we signed a deal for both print and radio:
- In Print we are sponsors of Match Score Board in Rajasthan Patrika ( All Editions) for all 43 days of World Cup.
- On Radio F&D is sponsoring score update. A 10 sec Ad which will be aired 6-10 times in 1 hour across all major cities of Rajasthan n also Raipur
- In West Bengal which again is one of our key markets we sponsored score update on News Time Bangla which also happens to be most viewed bangle news channel amongst our TG
Overall this invest ment of more than 1.1 Crore in biggest event of year is paying off well and is giving F&D Brand a good rub off amongst its TG.
