BANGALORE: F&B brand ‘Mad Over Donuts’ (MOD) will kick-start a multimedia campaign by the middle of next month to compliment its ambitious plans to grow its number of outlets from 33 to 100 by the end of the current fiscal, said MOD Ceo Tarak Bhattacharya.

The company claims that it has developed 100 per cent vegetarian donuts that have found a strong connect with its target audience in the cities that it has been present in. These include the New Delhi NCR region, Mumbai and Pune.

MOD has opened its first outlet in Bangalore and plans to up that count to four in Bangalore by the end of this fiscal. MOD also has plans to open outlets in Hyderabad by the second quarter of this fiscal and Chennai in the last quarter. Last year MOD opened 16 outlets in the country.

Company sources said MOD intends to spend Rs 20 million towards ATL and BTL activities this year. Once it is present in many other cities, typical media spends would be around 5 per cent of sales. MOD plans to leverage digital media which include Internet and radio.

Mod’s facebook page has garnered over 300,000 fans over an 18-month period since it was first started. The company has been using radio jingles in the cities that it is present in for promotions as well as contests which are a part of its BTL activities. Other BTL activities include mall initiations and in-store promotions.

MOD plans to use outdoor and newsprint advertisement also. Television commercials, however, are not on the immediate agenda.

Another initiative that the company has been pushing is to declare the third Friday of every June (15 June this year) as ‘Donut Day’ and this has met with a fair amount of success over the three years since MOD commenced operations in India.

At present most of the general creative work is done in-house as is the media-buying. Creative work for its digital initiatives is done by Gazoop.