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Eveready goes the generic promotion route for Jeevan Sathi torches

26-July-2005
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Eveready goes the generic promotion route for Jeevan Sathi torches

The new TVC for Eveready Jeevan Sathi torch has a Sarkaresque Amitabh Bachchan sitting in an armchair, dressed in black, telling several stories of accidents that could easily have been avoided if one had a torch – a story of a man who grabs the hand of another man’s wife in the dark by mistake and gets punched ending up in bandages; the story of a man who steps on a scorpion in the dark; that of a man, who falls in a ditch in the dark leading to a hospital stay in plasters – establishing the indispensability of Jeevan Sathi torches.

This category building TVC follows the return of Eveready torches in the media last year after a significant gap, with an emotional Amitabh Bachchan film that reinforced its long-lasting and timeless values and an exchange offer in certain states to catalyse the replacement market.

According to an Eveready spokesperson, “Our objective is to reach out to the large number of rural consumers, as much as 50 per cent of the population, who do not currently own a torch. As market leaders, with over 90 per cent share of the brass torch market, the onus is on us to grow the market as there is very little scope for market share growth.”

Shivaji Dasgupta, Director, Client Services, Rediffusion Kolkata, the agency handling the brand, observed, “The whole idea was to create a demonstrative piece of communication that would clearly establish a cause-effect relationship of not possessing a Jeevan Sathi torch. Bachchan as the brand ambassador was the perfect medium for driving the message home, given his unmatched personality and credibility. The objective clearly being to evoke an immediate action-oriented response.”

Produced by Footcandles and directed by Rajesh Krishnan, the TVC attempts to address both the economic and psychological barriers to spending on a torch. Priced at Rs 150 for an entry level torch, Jeevan Sathi is a lot of money for an agricultural labourer.

According to Dasgupta, “The key insight is that to this daily wage-earner health is wealth and he would take all possible care to ensure that he does not miss work, which in any case is seasonal, even for a day.”

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