HUL’s Kwality Walls and Oxigen Services have joined hands for a win-win innovative consumer programme. The marketing campaign is aimed at promoting Kwality Walls’ Cornetto Almond Praline-in-Love ice-cream as also the OxiCash mobile interface and is targeted at teenagers and youth.
As part of the marketing initiative, on the purchase of a Cornetto Almond Praline-in-Love ice-cream, one would get a special code through which one would get an opportunity to win Rs 10 of talk time on OxiCash. OxiCash is an easy to use mobile interface, which eliminates the need to carry a credit or debit card or stopping at ATMs to withdraw cash.
To use the OxiCash service, the subscriber needs to download an application on a GSM, GPRS-enabled handset. Consumers can use the SMS and WAP medium to top up the OxiCash wallet and transform one’s mobile phone into a cashless card.
Commenting on the initiative, Pramod Saxena, Founder Chairman and Managing Director, Oxigen Services India Pvt Ltd, said, “With the fast growing lifestyle trend for mobile phones in India and easy accessibility to end users, we intend to offer a comprehensive bouquet of services on mobile phones. This win-win offer is especially targeted at teenagers and youth by rewarding them for buying a Kwality Walls Cornetto and incentivising their next purchase through a range of prizes. In this association with HUL, we will be building interactivity in communication.”
Sailesh Venkatesan, Category Head-Ice-cream, Hindustan Unilever Ltd, said, “Kwality Walls has always come up with innovative and compelling ways of engaging with its consumers. We as market leader intend to grow the category by building frequency of consumption and intimacy with our diverse consumers. In case of Cornetto, it would be the teenagers and young adults, through their preferred choice of media, that is, the mobile phone and the Internet.”