MUMBAI: So what if government directives prevent cigarette brands from advertising in conventional media - high profile events may still be the solution!

GTC Industries (formerly Golden Tobacco Corporation) and the Indo Brasilian Society have introduced an association called "Platinum Ignites" in order to promote GTC's latest cigarette brand Platinum. Event management company Percept D'Mark has conjured up a series of online-offline promotional campaigns for the launch of Platinum.

"Platinum Ignites" will cover the whole of India and organise an array of stellar entertaining experiences. Each experience is targetted at roping in sampling through experiences tailor made for the "Platinum" consumer. The profile of the target consumer is as follows: the discerning individual who can make his own decisions instead of blindly following the pack. "Platinum Ignites" will use both conventional and unconventional entertainment and leisure activities as platforms through a wide 360 degree marketing effort.

A press release informs that the first 'Platinum Ignites' event (held at city hotspot Velocity) to held in Mumbai on 12 April 2003, is a fusion of the Brazilian Carnival with the appeal of Bollywood; Mumbai's own rock group sensation, Pentagram, will perform at the event (courtesy the Bombay Rock Association). The event will have dance acts by Yana Gupta and Malaika Arora Khan performing Bollywood's hottest musical acts, adds the release. Percept D'Mark has conceptualised the entire event.

The release adds that the world renowned carnival at Brazil will be showcased in Mumbai with an electrifying show consisting of 20 performers which will arrive in Mumbai on 9 April. To their credit, this troupe has performed in over 650 shows in the last five years at prestigious, world-class hotels in Korea, Japan, South Africa, Saudi Arabia, UAE, Singapore and Hong Kong, among others, it says.

Percept D'Mark CEO Sanjay Lal says: "Possible platforms can be music, movies, sports, adventure and outdoors, celebrity interactions, fashion. An entire array of experiences to help the consumer exercise the power and freedom of choice and feel the Platinum lifestyle. Concerts, film premieres, nightclub activities, fashion shows, promotions, fun-sports, action - sports, brand films and promotions, held in association with brands, organizations and content providers of immense repute shall constitute a yearly calendar of activities."

Percept D'mark has also drawn up a list of possible tie ups for promos over a period of time which include: media partners - press and radio; youth focused brands; music companies; film production houses; multiplexes; clubs; DJs; international variety acts; music videos; sports formats; music albums amongst others.

GTC officials say that both Platinum and Platinum Ignites will be promoted through a teaser campaign that includes press, outdoors, radio and promotions. The teasers shall be followed by a high voltage launch campaign.