HLL unveiled its latest marketing initiative by associating Close-up toothpaste with Hrithik Roshan for a nationwide `Sky Party' contest with `Guarantee Hamari, Kismet Tumhari' as the advertising thought for the contest.
The contest starts from February 14 across the country and culminates on April 26, at a star filled dinner and an flight for 30 lucky winners with Hrithik on board.
Close-Up, which has a market share of 20 per cent in the Rs 1,000 crore toothpaste market, is currently available in three colours of red, blue and green. In order to encourage participation, Close-Up has used a multimedia approach such as print, radio, television and the Internet to create visibility and excitement.
To enter the contest, consumers have to fill in their names, address and personal details on the inside of any Close-Up pack. The entire empty carton could be dropped in at collection boxes placed at convenient locations in select cities. Alternatively, the entries can be mailed to a post box address that will be specified in all communication.
A draw of lots will determine the lucky winners who will then be flown to Mumbai to participate in the Sky Party especially by Close-Up. The contest has been conceptualised by Percept D'mark.