Polar Bear appliances gears up for promotional campaign

Polar Bear appliances gears up for promotional campaign

Author | Malini Menon | Saturday, Jan 08,2005 8:20 AM

Polar Bear appliances gears up for promotional campaign

Polar Industries, with an annual turnover of Rs 160 crore, has come up with new range of appliances, called Polar Bear Home Appliances, and is gearing up for their promotional campaign. “We are targeting Rs 30 crore and eyeing to be among the top three players in the appliance industry,” shares CEO Raajiv Misra.

“We launched Polar Bear variety of appliances a week back and now the advertising campaign is being readied. The campaign is being handled by Axiom and the ad will be complete by January end. We have spent around Rs 1.5 crore on the campaign,” he informs.

The appliance manufacturer has used the Polar Bear tactfully. Referring to the reason for using Polar Bear on the package as a pneumonic, he says, “We have used Polar Bear because the animal stands for warmth and comfort. So the polar bear is a messenger of home comfort for us. Moreover, we wanted to give the packaging a refreshed look.”

Incidentally, the company is also offering good combination offers to the customers, which will be applicable till January-end. “We are giving attractive combination offers like a free iron with the juicer mixer,” says Misra.

Dwelling on the assignment, Axiom’s Senior VP, Kunal Banerjee says, “We are doing print ads along with POPs. We are also making the polar bear pneumonic for the packages.” Axiom won the Polar account nearly four months back and is upbeat about the fresh packaging plan and the product launches, adds Banerjee.

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