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With Ever Fresh campaign, Chambal Fertilisers gets into aggressive marketing mode

07-September-2004
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With Ever Fresh campaign, Chambal Fertilisers gets into aggressive marketing mode

The ongoing 'Ever Fresh' campaign is reflective of Chambal Fertilisers & Chemicals Ltd.'s aggressive marketing strategy to capture a major pie of the frozen vegetables market estimated to be worth Rs 150 crore.

"The common platform or the central idea for the campaign has been conceived keeping in mind the product's USP, i.e., freshness, and hence the tagline '365 days fresh' was created," said Shashidharan, Account Director, R.K .Swamy/BBDO. Besides the creative account, the agency is also handling the media account.

"The campaign has four ads which highlight hygiene, economic pricing and the convenience factor that comes naturally with the brand," said Shashidharan.

Explaining the reasons for the aggressive advertising, S. K. Patra, Vice-President, Marketing, Chambal Fertilizers & Chemicals, said, "Our marketing and advertising initiative should not be seen in isolation, it is a part of our overall brand-building initiative. The industry is expected to grow at a pace of 40 per cent to 50 per cent in three years' time. The sooner we capture market share, the better. The frozen vegetable market in India is close to 25,000 tonnes. We are targeting around 7-8 thousand tonnes for the next year."

"We prefer personalized selling to any other media of advertising but, yes, we have recently done some substantial advertising on radio and in print media We have already invested around Rs 30-40 lakh in the ad campaign," said Patra.

Commenting on the success of the Ever Fresh brand, Patra said, "Our clientele includes hotel groups like Taj, Oberoi and ITC, as well fast food chains like Domino's, Nirula's, etc. We are also looking to expand our export spectrum."

The current range under the Ever Fresh brand include peas, broccoli, baby corn, etc. But, keeping in mind the changing eating habits of Indians, the company proposes to expand its product portfolio to frozen 'jamuns', mushrooms and other fruits and vegetables.

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