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Mahindra initiates multi-media campaign with Duro DZ launch in South India

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BANGALORE: Mahindra Two Wheelers Ltd (Mahindra 2 Wheelers) from the Mahindra group has kick-started a multi-media campaign to promote its new 2 wheeler ? Duro DZ.

Following the launch of the Duro DZ in Andhra Pradesh and Kerala starting 7 January, Mahindra launched the scooter in Bangalore and rest of Karnataka today. Duro DZ is to be launched in Tamil Nadu tomorrow.

?South India along with West India constitutes almost 80 per cent of our two wheeler market. Once the South India launch is completed, we will be launching the Duro DZ in the western part of the country followed by rest of India by March of this year,? said Mahindra 2 Wheelers Vice President of Sales & Customer Care Dharmendra Mishra, while speaking to www.indiantelevision.com.

A multi-lingual TVC by Interface featuring Bollywood diva Kareena Kapoor has been on air since the past few days on the prominent channels in the four southern states. The TVC is being aired on a number of Sun Group channels in all the four southern states, it is being aired on the three Star Network channels in South India ? Vijay TV(Tamil), Suvarna (Kannada) and Asianet (Malayalam), as well as the channels from the TV9 group in these languages, besides Zee Kannada and Telugu and ETV Telugu, Kalaignar TV among others.

Mahindra 2 Wheelers has also booked spots on all the Radio Mirchi stations in the four southern states, as well as a few Red FM stations. In Bangalore, it has also signed on Radio One for Duro DZ jingles. Print media ? mainly newsprint is included in the media plans and the company is looking out for prominent outdoor locations in at least five principal towns and cities in each of the four states.

The company is looking to up its volumes by around four times over the next few days in South India with the Duro DZ reveal company sources.

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