company is banking on below-the-line activities to promote the newly
launched brand. "We plan to market the product by below-the-line
events, road-shows and promotional activities, direct contact with
fleet operators and maybe radio jingles, because, an LCV can't be
sold through TVC's, though TVCs worked wonders for M&M's Scorpio
and Balero", M&M Ltd DGM-Marketing R Sadasivan said. "We
will first launch in A class cities and then move to class B cities."
"We generally spend around Rs.20 million or so per year for
such events, and this year most of the ad-budgets will be spent
on the Pride," he added.
Interface handles the account all over the country, while below
the line events are handled by local agencies.