'Whatever season no problem' - states a recently launched commercial for Arun Ice cream, that promoted consumption of Ice Cream during the rains also. Part of the 300 crore company Hatsun Agro Products, Arun Ice cream is one of the three companies that includes Komatha Milk and Arokya Milk. End of September will also see an ad for Arokya Milk targeted towards the lower and lower middle class, in an attempt to get them to shift to Arokya.
For a company that spends close to 10 crores on advertising, much of the focus has been on below the line activities. According to John Jesudasan, Director (Client Servicing), Sasi Advertising, " From handing out half litre packets for free on the purchase of half litre packets to giving freebies in exchange for empty Arokya packets, we have done it all". He also added that much of their focus has been on the housewife and the teashop owner. Exuded Jesudasan, "We painted tea shops, provided accident insurance schemes and first aid kits for tea stall owners. Often a lactometer was also provided to measure the thickness of milk". He explained that since the USP of the brand was its thickness and hygiene, the other target group was the housewife. Hence, much of television advertising was done during the afternoons during Sun TV soaps like 'Chitthi' and now 'Annamalai', with Radhika the main protagonist in these serials as the brand ambassador.
Explains Jesudasan, "We gained Arun Ice-cream from HTA in 2000, after which we have been involved in several below the line activities." Apart from designing exclusive parlors, much of the focus was on the dealers as well. Otherwise, with promotions that included freebies like the Dracula mug with the purchase of a color changing ice-cream, their other recent ad featured those 'Unmelting moments of life', that follow the course of a person's life in an Arun Ice-cream Parlor.
States Jesudasan, "In the past one and a half years, we've had close to 25 commercials for Arokya and Arun Ice-cream. And now we have more below the line activities planned for the next three months."