Date:09/06/2004 URL: http://www.thehindubusinessline.com/2004/06/09/stories/2004060901810900.htm

Back Bombay Dyeing's new ad campaign

Our Bureau

Mumbai , June 8

BOMBAY Dyeing has drawn up plans to uncork a massive campaign through electronic and print media for its new range of products in the bed and bath linen and home towels segments. The company is in the process of launching 150 new designs in these segments, which will soon be hitting the national market through its extensive franchise network.

The company has finished production of a series of campaigns, with Gladrags Mega model Amita Hotkar, with the tagline, `Bring home style.'

"We will unveil the first campaign for the year with a substantially increased budget. This campaign will reinforce the company's vision to hold the dominant position in the bed sheet and towel segments," according to Mr Ninu Khanna, the company's Managing Director.

He told press persons that the company was at present concentrating on creating contemporary designs and product lines.

Bombay Dyeing's new marketing campaign was kicked off with the Style Fest on Monday, with 500 dealers and retailers from across the country participating in the event which showcased the company's new offerings. "Our main objective was to create a one-stop market place for our vendors to experience the brand's focused commitment to design," Mr Khanna said.