Eveready Industries India Ltd recently unveiled its new new television campaign, ‘Kuch Hai Extra’. Featuring brand ambassador Amitabh Bachchan, the campaign envisages attracting consumers in rural India as well, while strengthening its positioning in the urban market.
The campaign has a set of four TVCs showing different situations where just a touch of Eveready causes a dramatic transformation. Scripted by Kamlesh Pandey and brought to life by filmmaker Pradeep Sarkar, the creative agency behind the campaign is Rediffusion DYR.
The first TVC has a crippled man entering a local shop and asking for a battery. As soon as the man holds the Eveready battery it energises him. To further reimpose the message across to the audience, brand ambassador Bachchan says “Kuch Hai Extra”. The tagline ‘Give me Red’ signifies the power and recognition.
Explaining the rationale behind the new campaign, Ravi Grover, Executive Vice-President, Sales and Marketing, Eveready Industries, said, “Following a variety of tests in different equipment, it was found that Eveready batteries performed 10-25 per cent better than other batteries. Communicating the same in an interesting and easy-to-understand manner, the ‘Kuch Hai Extra’ campaign, with its lively characterisations and yet another exuberant performance from Bachchan, will surely bring an unique zing to our positioning as well as help us broad base our market.”
Grover further said that the campaign would be a 360-degree one including print, TVC, outdoors, the Internet, etc. A 20-second TVC has been aired during the telecast of the serial ‘Virasat’ on STAR Plus at 9 pm slot. It will be aired on other channels soon. The print ads will be breaking next month.
Said Jayashree Mohanka, Vice-President-Marketing, Eveready Industries, “The last few years, spanning the brand’s centenary in India, have been very good for Eveready, with market share growing from 42 per cent in 2003 to 47.2 per cent in 2006 as per a study by ACNielsen. We are confident that this new campaign with its appeal to consumers in rural and urban areas will lead to further growth.”
Rediffusion DY&R Kolkata’s Shibaji Dasgupta said, “This new TVC is a unique marriage of a top-notch celebrity and a best-in-class brand brought to life by a compelling proposition that cuts across all SEC and geographical barriers. It deftly manages the dual tasks of communicating effectively while entertaining heartily.”