Mumbai: Goodlass Nerolac Paints Ltd, one of the India's leading paint companies, has announced the launch of its popular consumer scheme, Har Din Diwali (HDD) offer, for this season.
Superstar Amitabh Bachchan is being used to endorse the consumer promotion scheme - a first-of-its-kind initiative in the Indian paint industry. Under this scheme the consumers can win 22-carat gold coins everyday right up to Diwali.
The bumper prize for this year's scheme is Mahindra & Mahindra's sport utility vehicl, the Scorpio. The scheme opened on 2 September and will continue till 25 October.
Says Goodlass Nerolac vice-president (marketing and sales) Anuj Jain: "We at Nerolac felt the need for creating excitement in the category. A direct consumer scheme is the best way to bond with the end consumer. The HDD scheme last year created a lot of positivism in the trade and resulted in an increase in 'footfalls'. That is why the scheme is back this year with the presence of Bachchan as our brand ambassador."
Besides the local on-ground promotions, the offer is being advertised via mass media nationally. A TV commercial featuring Bachchan is already on air along with Nerolac's new corporate campaign also featuring the Big B. Print media will also be used to promote the scheme nationally.