Its Leo Burnett's tool to fight recession.

Leo Activation, the two-month-old division of the ad agency, has launched a slew of promotions, loyalty programmes, events, ground related activities and database management to popularise diverse products among the masses.

The idea behind the venture is to use festivals and other occasions to promote products and familiarise masses with them. Says the agency, "With a huge need from existing clients of Leo Burnett including Godrej, Fiat, Bajaj Auto, Prudential ICICI, Amtrex Hitachi, Bajaj Electricals and many others, Leo Activation will also be looking outside the agency for more opportunities."

With ad budgets shrinking every quarter, Leo Activation is an innovative venture aimed at adding value by reaching the consumer directly. Headed by Tarun Chauhan, who has moved in from Thompson Connect, Leo Activation took Pilsbury Semiyan to Bangalore, Hyderabad, Chennai and other smaller towns in the south on the occasion of Pongal. The event was accompanied by on-the-spot price offers in the twenty cities it covered.

On 1 February, the global integrated communications division undertook the unveiling of two new Cinthol products for Godrej - Cinthol deodorant and Cinthol Skin fresh-the orange variant soap along with the revamped talc, for the 250 odd sales reps of the company at Renaissance Convention Hall in Mumbai. The event was accompanied by audiovisual presentations, the presence of celebrities and music performances.