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
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.
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.
Mods 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.
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
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.