Hindustan Lever Ltd tied up with the private sector power utility, CESC Ltd, for sampling of Pepsodent toothpaste.Mr Rishen Mukherjee, Head of CESC's `Touchbase with Kolkata' project said that with its April bills CESC would be sending out 14.1 lakh covers carrying the Pepsodent label and a small 15 gm tube of toothpaste with a new flavour.
"This is the largest-ever exercise of its kind in the country," Mr Mukherjee told .newspersons.
Touchbase is CESC's initiative to utilise its bill face to augment revenues (which Mr Mukherjee declined to divulge).
The project, which was launched about three years ago, during CESC's loss-making phase, is being continued even after the company returned to the black, "as it was proving to be very popular with the media buying agents of big companies", Mr Mukherjee said.
CESC has been used as a media for sampling purpose by companies such as Nestle and Godrej before.
HLL has, however, been the biggest user of the media offered by CESC, he said.
The campaign was being done through the Mumbai-based Mindshare Fulcrum among the biggest media buying agencies in India.
"CESC has handled the entire logistics," Mr Mukherjee said.
Mr Vikram Sakhuja, Managing Director of Mindshare Fulcrum, told Business Line from Mumbai, that the launch was part of the agency's plans to have a mix of conventional and unconventional modes of launching a product.