HLL, Britannia focus on interactive marketing solutions

Updated: Jan 25 2002, 05:30am hrs
In the new year, leading fast-moving consumer goods majors Hindustan Lever Ltd (HLL) and Britannia India Ltd (BIL) have kicked off a host of Internet initiatives as the accent is clearly on interactive marketing solutions in the Indian marketplace today.

For starters, HLL has revamped its Website for its shampoo brand Clinic All Clear by adding many new features which include, online contests and games, research findings, testimonials, feedbacks and product information. Steer clear of your blues this year, reads the adline of the site clinicallclear.com.

Says Mr Rajanikant Sabnavis, marketing manager, haircare division, HLL: We have completely revamped the Website with new features while ushering in the new year. Earlier, we were hosting online games for the brand through a link from Hungama.com.

Mr Sabnavis informs that the main objective behind HLLs new Internet initiative is to convey the new brand proposition of Clinic All Clear through the new medium as the company has relaunched the product with value additions last year.

Explains Mr Sabnavis: Net is an evocative medium for our prime target audience the youth segment. Through this medium we want to leverage the same ad concept that we have used in our offline marketing plans. The site was designed in partnership with our advertising agency Lowe Lintas & Partners.

As for the companys e-commerce plans for the brand, Mr Sabnavis says that its too early to talk about the companys future plans right now. However, we are extremely eager to start e-business given the right environment. At present, we are adopting the wait and watch policy, adds Mr Sabnavis.

In a bid to promote its popular biscuit brand 50-50 Maska Chaska, Britannia Industries Ltd (BIL) has joined hands with Contests2win.com (C2W), a leading customised contesting Website and interactive marketing solutions company to present a balanced budget for 2002 in cyber space even as the Finance Minister is still working on it.

Cashing in on the budget fever, Contests2win and BIL have launched a 45-day contest culminating on Budget dayFebruary 28. Ever heard of a balanced budget c2w and Britannia show the way, reads the adline for the budget2win contest

Commenting on this promotion, Mr Alok Kejriwal, CEO, Contests2win.com says: Consumers online today want memorable and entertaining content and it just adds to the flavour if the environment is topical. It is common knowledge that the budget is unbalanced so we are flipping the situation around and allowing the consumer to have the last laugh! Imagine a balanced budget - thats a quintessential 50-50 Maska Chaska situation.

For its client Goodlass Nerolac, Contests2win has created an e-promotion titled The brush with good luck contest which is available online and at seven distinct Crossword bookshops in six Indian cities. So consumers walking into Crossword bookshops walk up to a Nerolac counter, browse through a shade card and finally select a shade. The online contest closely synergises with the offline contest relevant contestants logging on to c2w are redirected to this offline contest by virtue of our database details, adds Mr Kejriwal.

Mr Neeraj Rai, chief executive officer of Hungama.com, a leading youth entertainment online company, says eMarketing in 2002 is all about AdverGaming, the conversion of ads into interactive games. The new brands with whom Hungama has been doing some work have been Cadburys, BPCL, Bacardi and Colgate, adds Mr Rai.

For effective marketing plans Mr Rai recommeds the following marketing mantras for 2002:

* eMarketing is experiential marketing.

The interactivity of the Web is brought alive to give consumers a close experience of their brand.

* eMarketing is all about fusion marketing. Fusion between online marketing and promotional activity offline and how the two can be merged to give brands a bigger value proposition and also enhance accountability.