KBC pushes volumes of Britannia’s 50-50 biscuit by 20 per cent.

Britannia Industries Managing Director & CEO, Sunil Alagh, said that the volumes of its biscuit brand 50:50 have jumped by 20 per cent after the company decided to sponsor Kaun Banega Crorepati in which 50:50 has entered into a co-branding initiative. Says Alagh: "After our company started beaming the 50:50 TV spots in September, the volumes have gone up by 20 per cent. Now, we cannot produce enough to cope with customer demand."

In a bid to promote its entire product range, Britannia launched the Kaun Banega Crorepati offer from October 3, 2000, to January 2001. Under the offer, 2,400 lucky winners will get the opportunity to participate in the quiz show.

Explains Alagh: "There are only two routes to participate in the quiz show now. Either you call up Star Plus channel or take part in - Britannia Khao, Kaun Banega Crorepati Mein Jao." To gain visibility for its new dairy products, the company has already begun airing a high voltage television campaign last week.

Lalitha Srinivasancompany.

 More News>>>>

DTH gets cabinet nod with 20 per cent cap on FDI
James Packer: In India for the long haul
DD to decide on DTH on Nov 11
Zee-MGM channel launched
TV bigwigs go channel switching
NGC goes, well, national
Lahiri Media ventures online music distrib.

TOP