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Brick and mortar companies still wanna dot Financial Express EFE - July 20 2001


Despite the slowdown in Internet space, leading brick and mortar companies in India continue to include online media promotions to add fizz to their marketing mix. In fact, you can call it the convergence of offline advertising plans with online promotions to woo customers across all possible media.

In a bid to gain high visibility on the Net, many brick and mortar companies have recently tied-up with popular Indian portals and contesting sites to launch numerous e-promotions and contests.

For instance, as part of its marketing strategy, Fosters India Ltd, a subsidiary of Foster's Brewing Group Ltd, Australia, has recently tied up with two leading Indian portals namely yahoo.com and Indya.com to launch its Web promotions. Reasons Mr. Pradeep Gidwani, managing director, Foster's India Ltd: "Today Internet provides an important media option for marketers. By tying up with indya.com, we want to highlight Foster's association with Formula 1." Last week, the company tied up with Yahoo.com to launch a micro site - Foster's Yahoo.co.in, informs Mr Gidwani. For Foster's, indya.com, a leading Indian portal has launched a Net initiative called 'Formula Oz' a multi-channel promotion for the 2001, Grand Prix Season. Says Ms. Neeti Chopra, vice-president (ad sales & business development) indya.com: "We are very happy to partner with Foster's India Ltd once again to provide online support to their brand and its association with one of the most exciting sports event in the world."
As Fosters's India is the official sponsor for the Grand Prix, the company has launched a microsite - www.indya.com/formula1 - which is designed by Indya.com mainly to create awareness for Formula 1. "With this initiative, we will be strengthening Foster's association with the event. After the success of our online promotion 'Aussie Tours' at indya.com, we have renewed our association with indya.com now," explains Mr. Gidwani.
Ms Chopra claims that in the last one year, indya.com has gained significant recognition in extending the brand propositions of its clients to the online medium in a creative way.

As innovation is the name of the game in the Indian marketplace, yet another brick and mortar company Indo Nissin Foods Ltd has tied up with Indiaparenting.com, a family portal to launch online contests to promote its popular brands 'Top Ramen Smoodles' and 'Top Ramen Curry'. With the title - Want to meet Shah Rukh Khan? - the online contest offers an opportunity to meet the popular star. The actor has also endorsed Top ramen in its offline advertisements. Says a spokesperson from Indiaparenting.com:" To participate in the contest, all  you have to do is enjoy a packet of Top Ramen Smoodles or Curry and attach the empty packet vwith the contest form and send it to us. You can also download it from our portal." 

Contest2win, a leading customized contesting website has recently tied up with Nestle India, Aquafresh Flex, Britannia Industries (Vita Marie & 50:50 Maska Chaska) and Godrej Color Soft, to launch a host of promotions at its site. According to Mr. Alok Kejriwal, chief executive officer of c2w, the contesting site has launched an aggressive promotion for Nestle India recently. " We have adopted an innovative route to promote Nestle products which include Nestle's Purelife, Nescafe and Maggie Noodles. 

There's a floater of Nestle's Purelife on our site. We have also converted the banner ads to impulse ads for Nestle," adds Mr. Kejriwal.
For Aquafresh Flex toothbrush, c2w has launched 'Aquafresh Flex-Reflex' contest which is supported by two online commercials.

Hungama.com a leading youth entertainment portal has recently tied up with a host of companies which include Cadbury India, Colgate-Palmolive (India), Oysterbay andAptech, among others. Says Ms Preeti Shahani, general manager(sales) Hungama.com:"For Colgate, we have launched-Talk to me- e-promotions to promote the Colgate Fresh Energy toothpaste brand. To announce the launch of Cadbury's 5 star, we have extended the company's offline advertising concept to online promotions," adds Ms Shahani.
 
 

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