Godrej, which launched its Eon range of LCD TVs in Andhra Pradesh, is now moving on-ground to promote the product. The company had launched Eon in September with a website and a mass campaign on TV, outdoor and print, and Eon's national launch will be in mid-2009.
Ramesh Chembath, general manager, marketing, Godrej Appliances, said that corporate promotions, residential contact programmes, mall activations are in the pipeline.
The activities have been conceptualised by Orchard Advertising in Mumbai and are being executed locally in Andhra Pradesh in cities such as Hyderabad, Visakhapatnam and Vijayawada.
As part of the promotions, Godrej mobile vans will move around in these cities, in order to connect with the customers.
Though the campaign is currently limited to Andhra Pradesh, Chembath says that it will expand to other regions in phases, until Eon's national launch in mid-2009.
Apart from the BTL activities, the Internet played a significant role in the campaign and was conceptualised by Arc Worldwide. The website, www.cleanerimages.in, demonstrated to visitors how images appear much cleaner when viewed on Godrej Eon.