The Rs 450 crore Godrej Appliances signed on actress Priety Zinta as the brand ambassador for its refrigerator brand Pentacool. The company will air its first commercial featuring Zinta on April 3, which will be followed by print campaigns. According to industry sources, its for the first time the company has signed on a celebrity for its appliances business.
Godrej Appliances plans to spend Rs 15-20 crore on advertising and marketing its refrigerators. In February, the company had shifted its advertising account from Ambience D’Arcy to Hindustan Thompson Associates.
According to company sources, the objective is to garner a 25 per cent market share by the year ending March 2002 from the present 21 per cent.
The refrigerator portfolio of Godrej Appliances includes World Series, Cold Gold, Star, and Ultra other than Pentacool.
Source: Business Standard