Videocon International is planning to adopt the celebrity endorsement route to promote its new air conditioner product under Videocon, which will be rolled out very soon. The company is trying to rope in celebrity star Shah Rukh Khan to endorse Videocon’s air conditioner.
Voltas recently launched Verdant and Vectra in the air conditioner segment, and these are being promoted through a clutter-bursting advertising campaign — acche acchon ko thanda kar de — in which an imbalanced monkey, who is seen creating a disorder in a house, cools down immediately after the Vectra air conditioner is switched on.
While, Voltas’ Verdant has been promoted through a multi-media advertising campaign, Voltas’ other sub-brand Vectra, is being promoted through tactical advertising.
The Videocon power-saving battery air conditioners will be priced higher at Rs 35,000 compared to the existing range priced at Rs 15,000 each. Voltas’ Verdant and Vectra are available to the consumers at Rs 26,500, compared to the earlier Voltas’ air conditioners priced at Rs 23,000.
The products are targeted at the super premium end of the market. The company will invest Rs 5 crore in manufacturing and marketing 5,000 pieces of battery air conditioners in one month and further increase the capacity going by the consumer demand.
The company plans to release advertisements for battery air conditioners through print and television media and invest Rs 4 crore on advertising campaigns this year.
In the air conditioner segment, Videocon has a marketshare of 22 per cent. Competitor LG has achieved a marketshare of 39 per cent and Voltas has a marketshare of 21 per cent.