Going a step further, Marico Industries has actually timed the test launch of a new brand - Shanti Amla - with the Kumbh Mela. Says Marico Industries CEO (nature care division) Shreekant Gupte: "We decided to launch Shanti Amla, a new brand which is targeted mainly for the cow belt, at the Kumbh as the brand will get the maximum visibility with the captive audience."Marico did not wish the extend the equity of Parachute to the new hair oil as "Parachute" reflects the "goodness of coconut". "Hair & Care would be too fancy a brand for the target consumer. And thus we zeroed in on Shanti Amla as the new brand," adds Mr Gupte.
Besides the new brand launch, Marico is creating excitement at the Kumbh by screening commercials between mythological soaps that would be relayed on giant screens set up across the major venues. "There will be street plays too where we plan to have a presence. Also, brands will be embossed on kundalis, etc," says a Marico official.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
