To gain high visibility for its new launches, the company is beaming its new television campaign during the quiz show Kaun Banega Crorepati on the Star Plus channel. The advertising, created by Grey Inc, is focused around building an air of excitement around the new products in the marketplace.

According to Britannia Industries' marketing manager (New Business) Mr Naveen Chopra, the company has launched the new dairy products across 40 towns in the first phase. ``We chose to launch our new dairy products in October - the second summer in India. In the second phase, we will be introducing the new range in 100 more towns across the country,'' adds Mr Chopra.

The main objective of the new launch, according to Mr Chopra, is to strengthen Britannia's existing dairy product range which includes flavoured milk, ghee, cheese, and butter. ``For the first time, Indian consumers are getting lassi and cold coffee in hygienic tetrapaks. As these are impulse products, we have extensively used outdoor media advertising like POS and banners at many beverage outlets in major cities to promote the new range,'' adds Mr Chopra.

The new offerings have come after the introduction of Britannia ghee in April this year. Available in 200 ml tetrapaks, Britannia Milkman Cold Coffee is priced at Rs 12 and Britannia Milkman Sweet Lassi at Rs 10. ``Milkman Lassi is targeted at young adults, while Cold coffee is a premium product aimed at people who are on the move,'' explains Mr Chopra.

As part of its marketing strategy, the company has also launched `in-store' promotions at many beverage outlets across the nation. To push the volume of the new products, the company will primarily rely on its television campaigns, says Mr Chopra. ``For immediate impact, we think the ideal medium is television. We will adopt direct marketing techniques to gauge consumer response at beverage retail outlets,'' adds Mr Chopra.

As for the company's communication strategy, Mr Chopra says that Britannia Industries has highlighted the cooling down factor of the lassi in its communications. ``Our USP: we are offering Indian favourite lassi in hygienic packs. Hence the ad line is "Cool Raho",''elaborates Mr Chopra. The company's entry into dairy in 1997 has paid rich dividends with cheese gaining over 40 per cent marketshare, adds Mr Chopra.