Contract, Chennai, has bagged the creative duties of health drink brand Extra-Energy Boost, which is set to launch in India in April this year. MPG has bagged the media duties of the account, estimated to be in the region of Rs 3 crore. The brand will take the route of events and promotions to induce trial, and follow it up with brand building advertising.
The client has been working on the India-entry strategy since September 2005, and Contract has been associated with the company since then. Now, with the launch confirmed for April, Contract and MPG have been enlisted to deliver the creative and media duties, respectively.
The brand would not be positioned against the existing players in the energy drink space and would instead be positioned to compete with those in health drink and fruit juices space, thereby expanding its horizons to all times of the day.
“It will be different even in its packaging, which states that it is fortified with vitamins. We don’t want to position it as a mixer or an energy drink. That category is too small right now. We will have to create the category. Events and promotions will be the key drivers to establish usage and trial. Brand building through mass media will follow,” said Bimal Nair, Senior VP and Branch Head, Contract, Chennai.
The agency has been involved in setting up the distribution network, and the client representative in India works out of the Contract office in Chennai. The fully imported product is all set to launch in April 2006, and the agency has also been involved in research to figure out the target groups and the size of the market. The communication campaign will begin from the end of April or from May 2006.
The rollout will begin with the South, and this phase will last for three to four months. This phase would see the brand reaching the Chennai, Hyderabad, Bangalore and Cochin markets, as well as Mumbai. By the end of Phase I of the launch, i.e., by March 2007, the brand would be launched in the Delhi, Ahmedabad, Kolkata, Pune and Goa markets. More cities will be explored thereafter.
The long drawn launch is also a part of the game plan. “It is a very ambitious brand, but aggression is going to be focused. We are looking to take it one market at a time, and we don’t want the position to be diluted because of the pace of expansion,” said Nair.
Extra-Energy Boost will be priced at Rs 75 for a 250 ml bottle, and targeted primarily at the 20-28 year age group.
Contract’s Chennai office also handles Lifecell, GM Pens (Jetter), Odyssey, Accord Metropolitan and NIIT@School accounts.