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White goods majors gear up with promos, campaigns for Indo-Pak cricket series

11-March-2005
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White goods majors gear up with promos, campaigns for Indo-Pak cricket series

With the Indo-Pak Test series grabbing all eyeballs, most white goods marketers are geared up for the challenge too. While LG and Samsung have lined up fresh campaigns, Electrolux is using the scrollers to mark its presence.

Samsung has announced its latest promotion, 'Samsung Jeet Lo Dil' offer, wherein the customer can win a car with the purchase of a Flat CTV. "Samsung plans to sell 200,000 TVs during this season," said Ravinder Zutshi, Director, Sales.

On the media plan, he said, "The Jeet Lo Dil TVC featuring Team Samsung will break today and the campaign will run for two weeks on Doordarshan during the live telecast of matches. Other mass and niche channels are also being targeted. This will be supported by a radio campaign on AIR during the live commentary."

"The creative idea was to add excitement around the offer and at the same time promote the Jeet Lo Dil spirit," he added.

The customers buying a Samsung Flat CTV during this cricket season will get an opportunity to win Hyundai Getz cars. As many as 40 Hyundai Getz cars are to be won during the series. Other gifts include Samsung E800 mobile phones, cordless headphones and travel bags.

Not to be outdone, archrivals LGEIL has also hit media with three 20-second commercials coinciding with the cricket series. Around Rs 60 crore has been allocated for the campaign and LG is looking at a sales target of Rs 1,200 crore during the Indo-Pak series from March 8 to April 20. Like Samsung, LGEIL also has a promotional offer wherein customers can purchase LG products and win gifts. The lucky winners even get an opportunity to be a part of Sourav XI or Inzi XI and play a game of their choice.

Electrolux will also be advertising the exchange prices of their products on the scroller on Doordarshan during the live telecast of matches during the Indo-Pak series.

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