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Britannia plans to cash in on World Cup fever

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Britannia plans to cash in on World Cup fever

Britannia Industries Ltd is all set to cash in on the 2003 Cricket World Cup through its next promotional campaign, `Britannia Khao, World Cup Jao'.

The campaign is a continuation of the success stories of `Britannia Khao, World Cup Jao' in 1999 and the recently concluded `Britannia Lagaan Match'. The promotion offers 100 cricket enthusiasts an opportunity to visit South Africa and cheer the Indian team in person in a match against Pakistan on March 1, 2003. The offer is valid on select Britannia products from October 1 onwards.

Wrappers of every such offer pack would carry a certain number of runs which could be exchanged for a specially designed `World Cup '03 scratch card' at any of the 8,000 authorised Britannia Prize centres across the country.

This year's `Britannia Khao, World Cup Jao' promotion would feature more than one crore prizes, from 100 World Cup tickets to watch the India-Pakistan match in South Africa to cameras, wristwatches, Luxur Crayfun and Britannia Book of Cricket.

The ad spend for the current promotion would be close to Rs 10 to 12 crore. The company is expecting double-digit growth during the current quarter.


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