Financial Daily from THE HINDU group of publications
Thursday, Aug 14, 2003
Financial Daily from THE HINDU group of publications Thursday, Aug 14, 2003 |
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Marketing
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Brands Monumental lift for Brooke Bond Our Bureau
Bangalore , Aug. 13 BEGINNING tonight, Hindustan Lever Ltd's Brooke Bond, as part of its mega national repositioning, will lazer wrap a few legendary monuments in the country such as the Qutub Minar, Charminar, Gateway of India and the Chennai Central Station. This will mark the revving up of the more than 100-year-old Brooke Bond as the mega brand for HLL's tea business providing umbrella for a portfolio that include Taaza, Red Label and Taj Mahal. HLL roped in global brand consultant, Mr Shombit Sengupta, for the repositioning exercise, which has been on for 13 months now. The new brand identity is supported by the communication line that reads `Brooke Bond Cheers Your Senses'. The lazer show on the monuments is expected to drive home the message that the mega brand, Brooke Bond, has been wrapping your life since legendary times. "Brooke Bond's pioneering tea expertise since 1869 makes it an invaluable, legendary brand of India," said Mr Shombit Sengupta, founder of Shining Emotional Surplus, the management consulting house, which aligns corporations for end-user benefit. The re-positioning exercise started with a build up in both TV and outdoor hoardings across all metros that "a multi-dimensional treasure of nature, which is legendary like the heritage monuments we cherish, and which accompanies various emotional moments in life, will be revealed on August 14." The mega outdoor exposure across 150 cities, all major TV channels, as well as about 30 major publications covering all the States will reveal the new identity of Brooke Bond in a bid to capture the consumer's distinct moments of tea. The TV advertisement is culled out from a 3.5 minute song composed by Shombit Sengupta with emotions added by Bollywood lyricist, Mr Yogesh Gaur, and rendered by singers Kavita Krishnamurthy and Hariharan.
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