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HLL launches mega promotion to popularise tea drinking in India

12-June-2001
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HLL launches mega promotion to popularise tea drinking in India

Trust Hindustan Lever Limited to do something different. This time it has launched a mega promotion to popularise tea drinking in the country. A coupon packed inside a 250 gm pack of Lipton Tazaa tea will entitle the lucky buyer to a 60-seconds run inside the Tanishq showroom in South Extension in New Delhi. In that 60 seconds the winner will be able to keep all that he manages grab in the showroom.

Hindustan Lever Limited is also launching another contest in which fifty couples get a chance to act in a movie with Venkatesh. All this when the consumer buys a packet of 3 Roses tea and write a slogan.

In another contest involving A1Power tea, Mukesh Khanna of Shaktimaan fame has been roped to lure children.

The tea market has been growing at the rate of just 1 per cent a year for quite some time. And with consumers preference changing from offering tea, to offering soft drink to their guest, the strategic thinkers in HLL hit upon the idea of offering the biggest prize money ever given out by a consumer goods company.

With soft drink taking over the platform of tea as a refreshing drink, HLL felt the need to make tea drinking an exciting experience apart from stressing the fact that it is one of the richest natural sources of anti-oxidants. The tea market is valued at around Rs 6,000 crores, of which HLL brands have a share of around 25-27 per cent.

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