Scheduled to run from June 10 to 17, the promotion will consist of a team of 10 Ricola `mascots'--in the signature Ricola yellow and green colours--who will fan out to Mumbai's teenage hangouts like colleges, eateries, shopping areas and cineplexes.

Anyone found carrying a Ricola candy will be entitled to a prize: ranging from Levi's jeans, Nike shoes, personal stereos, to smaller gifts like Ricola T-shirts, caps and pouches. Twelve prizes will be given away daily. The promo is being supported by colourful posters, leaflets, hoardings, POP material and ads on FM radio.

The Mumbai initiative follows in the wake of a controlledlaunch in the Delhi market in November 1998. Interestingly, in Delhi, Ricola was retailed through 750 outlets--most of them pharmacies. In contrast, in Mumbai, the coverage extends to 800 outlets and the reach has been extended to groceries, departmental stores and even paan-beedi vendors. With the wider reach, the positioning is now narrowing to a fun brand for youth.

Says Saswat Sengupta, chief executive, Consumer Division, Rai & Sons: ``We are in a new category altogether, being neither a pure candy, nor a lozenge, like Vicks and Halls.'' However, now the company is planning other youth-oriented promos like a treasure hunt, rain dance and telematches.

With a marketing budget of Rs 2 crore for 1999-2000, Ricola also plans a television campaign by July-end. The Mumbai launch will be followed by a staggered launch at Bangalore, Hyderabad, Chennai and Pune by year-end.Says Sengupta: ``The Delhi launch taught us that first, we needed a larger retail presence for deeper market penetration, and second, theIndian consumer, though price sensitive, is ready to buy the correct product at the correct price provided the communication and perception is correct.''

In Delhi, the company claims to sell around 15,000 pouches a month. Ricola candies are available in a 12 gm, Rs 12 pack containing five pillow packs, specially designed for the Indian market. Based on findings of a MODE survey across six cities and 3,000 respondents, the candies have been introduced initially in only two flavours: Original Herb and Lemon Herb. By year-end, three more will be added: green mint, cherry mint and alpine fresh.