Below-the-line promotion agency Candid Marketing recently executed a BTL activity for Pond’s Age Miracle to coincide with Valentine’s Day, from February 5-15. The activity was designed to introduce women to the micro derma process of Pond’s Age Miracle products and induce trials.
Commenting on the initiative, Atul S Nath, Co-Founder and Managing Director, Candid Marketing, said, “This promotional activity has been designed to create awareness amongst our TG, that is, SEC A, A+, B, B+ housewives and working women, and to introduce the micro derma process. The brief was to introduce the full Pond’s Age Miracle regime to the TG and recommend usage for the same on daily basis.”
Nath added, “This activity was undertaken basically to communicate the Pond’s Age Miracle Valentine’s Day offer – to buy and get an assured gift on the spot – to the TG and convince them to buy the product. The activity is being carried out at Lifestyle, Spencer’s, Shoppers Stop and Hypercity at Mumbai, Delhi, Bangalore and Hyderabad.”
He further said, “An activity in the above mentioned activation points and cities have been designed to match the set objectives. Thematic kiosks with product branding have been created, and the brand ambassadors hired and trained to communicate the special/ongoing offers. A complete procedure on approaching, educating, registering, giving a skin analysis, introducing the regime and availing the special offer have been laid out and explained to the brand ambassadors to achieve the brand objectives.”