With the festive season well underway, people are gradually loosening their purse strings. Freebies, gift packs, discounts – FMCG players have pulled out all stops to attract customers. Coca-Cola, Pepsi, Dabur and Parle are some players that have come up with attractive schemes as in the previous years. All major players are eyeing 25-30 per cent growth in sales during the festive season this year.
Riding the festive wave, Coca-Cola India has launched its innovative ‘Coca-Cola Khushiyan Replay’ consumer promotion campaign nationally. As part of this initiative, a computer generated lucky draw would provide consumers with a chance to win Samsung Camcorders every hour for the next 40 days. The initiative is applicable to 200 ml and 300 ml returnable glass bottles (RGB) and also on 500 ml, 600 ml, 1.25, 1.5, 2 and 2.25 litre PET bottles. All consumers need to do is SMS ‘COKE’ followed by the nine-digit unique code under the crown of their bottle to 58558 from their mobile phones. The communication aims to establish Coca-Cola’s association with Diwali by showing that happiness comes from sharing the joys of the festival together with one’s family and Coca-Cola.
A Coca-Cola spokesperson elaborated, “The objective of the national initiative is to drive the association of Coca-Cola with Diwali and strengthen its connect with its consumers. The unique initiative is on from September 10 to October 19. To create awareness about the ‘Coca-Cola Khushiyan Replay’ digital initiative, the company would also be launching an engaging TV commercial, which would be telecast in leading TV channels across India.”
Not to be left behind, PepsiCo India has come up with no less than eight different kinds of beverage gift packs consisting of its brands – Pepsi, 7Up, Mirinda and Tropicana, along with gift packs of snacks brands like Kurkure, Lays and Leher Namkeen.
“We invest significant efforts in the designing, packaging and creation of our festive gift packs. This category has seen positive grow and we have plans to invest in the same, year on year,” said Punita Lal, Executive Director - Marketing, PepsiCo India.
"Dabur has introduced eleven different gift packs of Réal fruit juices
and Réal Activ `No added Sugar' fruit juices this festive season,
priced between Rs 95 and Rs 320. The gift packs are eloquently
designed and decorated and signify the importance of gifting as a
phenomenon that is so important to all Indians," said K K Chutani, Marketing
Head, Dabur’s Foods Division.
Speaking about Parle Products’ initiatives, Senior Product Manager Shalin Desai said, “We are giving away free gift packs of Hide & Seek, Milano and assorted biscuits. We have used gift packs to capitalise on the gifting front. We are also doing some initiatives at the trade level.”
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