The Indian chocolate market, valued at Rs 2000 crore, is seeing various players increase marketing spends – not only the leading ones but new entrants as well. Choc On plans to spend Rs 20 crore for its extensive all-India multi-media marketing campaign. Katrina Kaif has been roped in as brand ambassador.
Explaining the distribution of the total marketing budget, VK Sharma, Vice President – Sales and Marketing, SK Industries said, “Fifty per cent of our marketing budget will be spent on television and the focus would be kids channels and General Entertainment Channels (GECs). About 11-12 per cent will be spent on print media. Almost 6-6.5 per cent will be for in-theatre advertising. We would also advertise on cable channels across India. Apart from that, 20-22 percent will be spent on outdoors as we are distributing our product in 287 towns and this medium will help us tremendously in getting eyeballs.”
“We are looking at a turnover of about Rs 36 crore in the first year, Rs 60-65 crore in the second year and Rs 100 crore in the third year,” added Sharma.
With a core TG between the ages of nine and 16, a lot of activities will be focused on schools and colleges. While Bubna Advertising is handling the media duties for the brand, Advel is the creative partner on board.
A 30 second TVC featuring Katrina Kaif has been created by Passion films and directed by Karina Tyra of Cutting Edge Pictures.