Top Story

e4m_logo.png

Home >> Advertising >> Article

Seagrams to take Imperial Blue national with a new campaign

11-April-2002
Font Size   16
Share
Seagrams to take Imperial Blue national with a new campaign

It’s not just the colas where summers, this year is going to see action, the big boys of alcohol too are gearing up for a showdown. Seagrams is going on an overdrive to take on the number one brand McDowells and for this it has chosen two of its brands-- Imperial Blue and Royal Stag.

Royal stag, which is an established brand from Seagrams, currently enjoys a 70% market share in the eastern part of the country.

The company now plans to focus on its other brand, Imperial Blue. After the successful launch of Imperial Blue in the south, mainly in Andhra Pradesh, it was launched in the East in the markets- West Bengal, Arunachal Pradesh & Orissa, in the month of march. Now the company plans to take the brand national. Imperial Blue was also launched in Goa, Pondichery (in west) and Delhi & U.P. in northern phases.

To achieve the objective the company is working on a well crafted strategy. Imperial Blue is launching a new campaign in mid-April, which will utilize Television heavily. According to company officials, print would be used more for announcement ads. The campaign will take place in two phases: The first phase starts mid of April and goes till last week of May and the second phase will start in the month of July/August.

Though figures are hard to come by, sources say the company has earmarked an advertising budget for Rs 12 crores for the exercise. This also includes advertising for Blender’s Pride, which is Seagrams another brand which has been advertising recently.

The campaign is being developed by O&M Delhi, which is the company’s agency.

Tags

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India