141Sercon has won the account of Grand Kerala Shopping Festival. Scheduled to take place across 14 districts of Kerala from December 1, 2007 to January 15, 2008, the festival will cater to the local populace, the NRIs and the foreign tourists. The festival will be accompanied by a huge marketing campaign, estimated to be around Rs 18 crore.
Positioned as the largest ever shopping festival in India, with a participation of over 1,500 establishments across Kerala, the Shopping Festival promises to offer numerous opportunities for brand exposure, on-site signage and displays, cross-promotions, contests, naming rights, and destination marketing activities associated with tour packaging, with promotional opportunities in print, web, and broadcast media, and high visibility to large, targetted audiences at the lifestyle level. The festival is an endeavour to equal the popular annual shopping carnivals in Hong Kong and Dubai.
Vijay Singh, Managing Director, 141 Sercon, said “We are thrilled with this opportunity as it will provide us an opportunity to work as partners with the Kerala Government which has generated an incredible brand equity as a preferred tourist destination in the world. We are excited as this festival will allow us to extend the equity to establish shopping as an experience.”
“In coordination with the high quality merchandise, tourism brand value and human resources strengths inherent to Kerala, there is tremendous scope for the development in the trade and commerce sector. The endeavour of the state to become a commercial trade hub will be highly beneficial and attract more opportunities with the support of Government,” added Kodiyeri Balakrishnan, Home, Vigilance and Tourism Minister, Kerala.
This joint initiative will extend across all retail, entertainment and tourism related touchpoints across the state which would include establishments which focus on handicrafts and handlooms, hotels and restaurants, spas and resorts, jewellery and lifestyle, electronics and home products, spices and coir products.
“The festival offers a great opportunity to brands and sponsors to be part of the largest ever festival in India. The festival offers opportunities for brands to create brand awareness and association while also ensuring experiential connect in the last mile,” said Prasanna Kumar, AVP-Sales & Marketing, 141Sercon.