Radico Khaitan’s flagship brand ‘8 PM’ whisky is taking the entertainment route for promoting the brand through outdoor theater branding with cinemas in Andhra Pradesh as well as tying up with Big FM in Bareilly.
Elaborating on the marketing initiative, Shanu Sinha, AGM, Marketing, Radio Khaitan, said, “This is a unique brand proposition that we have conceived. Currently, marketers are facing a lot of problems as there is lot of media clutter. How we engage our consumers is the challenge. Movies are a big business in the South. We have tied up with theatres in Andhra Pradesh, wherein we have come out with creatives in the theatres and started creating brand associations with 8PM whisky in the halls. It’s a unique media property. The good thing is that the brand is talking to you when you are in a receptive mood. We are starting this initiative from Vijaywada in Andhra Pradesh and will gradually extend to the entire state. We will extend this to other states in the North and other regions subsequently.”
Meanwhile, 8PM is tying up with FM channels in various towns across country to reach out to people. Sinha said, “We have tied up with Big FM in Bareilly. We did a talent hunt on the best mimicry artist on radio, as radio is very popular medium in Tier 2, 3 towns. It was month-long campaign and two winners were selected as ‘Bareilly ke hero’. The winners got a chance to work for three months at the Big FM station in Bareilly and also given a four-day training for free at their Delhi FM studio. We will be taking this initiative to other cities in the next few months. We will also be doing regular promos and outdoor promotions for 8 PM whisky.”