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Gillette India to woo consumers through World Cup football promos

24-April-2002
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Gillette India to woo consumers through World Cup football promos

Gillette India has announced two mega promotions aimed at Indian football fans and consumers -- Duracell Cup of Joy and "Win Rs 5 crore" -- as part of its strategy to leverage the forthcoming soccer World Cup. One winner from each campaign will be chosen through a lucky draw.

These two lucky winners along with a partner will be entitled to an all expenses paid trip to Yokohama, Japan, and will get to attend the 2002 FIFA World Cup finals in addition to other prizes.

For the Rs 5 crore mega prize, the winner will compete with winners from 50 other countries to qualify for the final kick. Sixteen contestants who win the pre-qualifying "Spot the ball" competition on June 28 will move on to a kick-off in Yokohoma on June 29, one day before the final match.

Gillette, which is probably the longest standing corporate sponsor of FIFA World Cup (this is the ninth consecutive year), is also planning to bring the prestigious FIFA World Cup Champions Trophy for the first time to India. The company has earmarked a budget of Rs 80 lakh towards these promotions excluding the prize money.

Gillette and Duracell have come out with special consumer packs for the World Cup. The initiative would be supported by extensive print advertising and other below-the-line activities.

Source: Business Standard

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