In a bid to promote Modern Bread, Hindustan Lever Limited (HLL) has tied up with Oyzterbay and is offering buyers prize of 22K gold and five mega prize of Rs 1 lakh each. All this for a 400 gm milk bread pack priced at Rs 10.
HLL has decided that it is not enough to merely acquire a chain of bakeries from the government. So every 400 gm loaf of Modern Bread priced at Rs 7 now come with a free sachet of face wash.
Along with the face wash there are 25,000 Oyzterbay certificate ranging from Rs 101 to Rs 5001 for others. Rs 1 lakh each includes Oyzeterbay treasure chests of gold and gem jewellery. According to industry sources Modern Bread sales have been rising steadily ever since HLL took over the company. During 2000-01, sales added up to Rs 102 crore, up from Rs 78 crore in 1999-2000.
For Oyzterbay, HLL’s partner in campaign, it has been a case of finding the right buyer. According to the company the premium bread caters to Sec “A”, something that gels well with the brand image. The campaign, which is running in five major cities, will help the company to reach one crore households.