In the 100th year of its inception, Eveready Industries India (EIIL), a market leader in the dry cell battery and flash light industry, has come up with a new ad campaign for print and television featuring Amitabh Bachchan to give an extensive marketing thrust to brand Eveready.
The new ads are conceived to further increase the dominance of brand Eveready both in urban and rural markets where it has been an integral part of the people’s life. Eveready, with an annual adspend of over Rs 40 crore, has launched three different TV commercials – one for the urban youth and the other two for the rural consumer. The creatives for these commercials have been done by Kamlesh Pandey of Rediffusion DY&R while Initiative Media, a division of Lowe India, is taking care of the media planning.
‘Gimme Red’ commercials targeted at the urban young is an extension of the earlier Gimme Red campaign which has been one of the most memorable campaigns in Indian Media. In this 40-second stylised ad directed by Sunhil Sippy of Highlight Films, Amitabh Bachchan plays a mythical western hero who strides in to a dull, dreary place and sets it rocking. The 35-second ‘Jeevan Saathi’ brass torch commercial portrays the timelessness of the torch. The 35-second White Eveready battery commercial endorses the brand by demonstrating the powerful light – giving benefits that have made the Eveready India the number one brand. Both these commercials targeted as rural consumers have been made by Abhinay Deo of Ramesh Deo Production.
Says Jayashree Mohanka, Group General Manager, Marketing, EIIL, ‘In Amitabh Bachchan, we have an icon with an instant and enduring appeal to all sections of society. Just as Bachchan has consistently reinvented himself, Eveready as a brand is constantly looking for new ways to appeal to new consumers.’ Adds Jhum Jhum R Shirali, Group General Manger, Corporate Communications and PR, EIIL, “The new commercials maximise the synergy between Bachchan and brand Eveready. The core values of brand Eveready like integrity, reliability and leadership are clearly reflected in the persona of the superstar.”
For the print media, Eveready has come up with two new ads with Bachchan. According to Mohanka, these ads are targeted at UP, Bihar, MP and West Bengal Markets where media reach of TV is not extensive. The TV commercials will be shown on major C & S Channels, Doordarshan and Regional Channels. “Our strength is in our geographical spread and in brand loyalty for Eveready. We will be leveraging both these strengths to further expand the market and our marketshare,” she says. As she adds, the new ad campaign is aimed at increasing the marketshare of Eveready batteries from current 46.5 percent to 50 percent besides further pushing up the high (83 percent) marketshare of Eveready torches.