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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 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.
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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