Godrej Consumer Products Ltd., has tied up with Bengali channel ATN to promote its Nikhar brand of soap. Godrej Consumer Products feel that the tie-up with ATN will help increase the distributor base in West Bengal and give more mileage to its Nikhar brand of besan soap launched about six months back.
The company is offering four pieces of Godrej Nikhar soap for the price of three with a price tag of Rs 30. The pack is accompanied by an envelope containing the entry coupon to the game show of “Khel Kolkata Ka” being shown on the Bengali channel ATN World.
Following the introduction of the game show, being telecast on Sunday nights, ATN has increased its commercial spot bookings from Rs 10,000 to Rs 15,000 for 10 seconds. “A lot of interest has been generated for the show already. Depending on the run, we will have to review this rate further as a lot of money is involved in the show every week,” Mr. Jain said.
As of now, Godrej Consumer Products has 25,000 distributors in West Bengal, of which about 11,000 are in Kolkata alone. Eastern India contributes to about 3,470 tonnes of soaps to Godrej Consumer Product’s annual sales of 21,000 tonnes across India.