Lotte India treats Dinamalar readers to a sweet surprise with Coffy Bite

Coffy Bite full-page ads on Dinamalar's jacket helped Lotte India reach more than 3.5 lakh households in Chennai

e4m by exchange4media Staff
Updated: Dec 14, 2019 3:45 PM

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Promo advertising spread across 9 days (Dec 1-9, 2019) informed the readers to avail of a complimentary yearly calendar and a Coffy Bite stick pack attached to it on the 10th of December 2019, along with Dinamalar. The communication was also supplemented with posters put up across newspaper stalls in Chennai city.

 The yearly calendar is always in high demand amongst most Tamil families as it contains information on astrological data based on celestial body movements.

 The 9 days of promotions through advertisements and posters was a strong marketing exercise.

 On the sampling day, the ‘Coffy Bite’ full-page advertisement on the jacket of Dinamalar, created significant visibility and impact for the brand. The Coffy Bite stick pack samples reached out to over 3.5 lakh households in Chennai!

 The advertisements were well-curated by Lotte India’s ad agency, 1pointsize.

 “In an era of brands marrying brands, we at Dinamalar believe in inclusive growth as we treat our clients not as spenders but as our business partners. We have raised the bar every time when our clients have entrusted belief in us, as Leadership is a Choice and not Rank,” said L Adimoolam, Business and Technical Director, Dinamalar.

 Commenting on this activity Mr Venkatesh Parthasarathy Vice President, Marketing “Topicality, nativity, relevance, razor-sharp focus on a priority market, right medium, contextual clutter-breaking creative, an opportunity to sample the brand, right brand partnerships  – all rolled into one’, is how I’d summarize the execution of the Dinamalar-Coffy Bite idea.”

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