DS (Dharampal Satyapal) Group has launched Yomil, a milk-based powdered beverage. The product is launched under brand Catch.
The company plans to spend Rs 25 crore to market the product, with core focus on BTL activities to create brand awareness and visibility.
“The biggest challenge will be to establish the category,” said Atanu Gangoly, Category Head – Confectionery and Powdered Concentrate, DS Group.
DS Group has planned an innovative activation for the brand. It plans to attract people, generate awareness and encourage sampling with a life-size animatronics cow. This cow is fitted in vans, which will travel to cities and smaller towns – to schools and market places to educate consumers.
There are two vans now and the company hopes to take it to five. They will travel through 250 towns in tier I and tier II markets across the country for five months.
Wherever the cow cannot go, it’s going to be a ‘Rocket Man’- a superhero-like character who will be seen at prominent places such as malls.
With marketing spends pegged at Rs 25 crore, a high decibel TV campaign will kick off from first week of September on national and regional channels. The radio campaign will cover 35 cities; the programmes will be linked to activities of the Yomil van. Outdoor will feature in the media mix. Additionally, social media – Facebook and Twitter will be used to relate to the TG – kids, the youth and young mothers.
In-shop sampling and school contact programmes will also be done for greater reach and contact with the TG.
The company has 40 vending machines already installed at various corporate houses and BPOs. It also plans to take the activity to the airports, railways and inter-state bus terminals.
For the record, DS Group has well-known brands such as Catch, Rajnigandha, Pass Pass, and the recently launched Chingles. It also has a powdered drink brand called Piyoz.