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Oral care majors using cyberspace as platform to gain market share

22-March-2002
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Oral care majors using cyberspace as platform to gain market share

Major oral care players are slugging it out in cyberspace to gain a competitive edge. To woo the youth segment, the oral care majors are now stepping up their brand-building exercises by launching a host of e-initiatives. For instance, Hindustan Levers Ltd (HLL) has recently launched a new Web site—www Closeup-India.com—to promote its leading dental care brand ‘Close-Up’. With the ad line ‘Jee Ke Dekho Yaar’, the HLL’s Website features four major sections which include, games, cards, cool links and information.

Besides these games, surfers can also enjoy other channels like down loads, e-cards and cool links for music and shopping.

Colgate-Palmolive(India) Ltd has recently rolled out a host of e-initiatives to woo Netizens. The company has has roped in leading contesting sites like Contests2win.com and Hungama.com to design its Net initiatives. The company has recently launched an online version of ‘Talk To Me’ ad campaign.

It has also branded an entire section-Campus Hungama-which is a new avataar of “Fresh Energy Campus Hungama.” Hungama has launched over six ‘Webisodes (Internet serials)’ in the last few months. The SIT.COM has been successful-generating over 1 lac responses for the first serial called ’Ghar Ek Mandir - Mera Baap Bhagwan’. The success has resulted in 2 SIT COM’s being launched for the upcoming months - one a comedy serial and the other a real life thriller.”

Source: Financial Express

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