BANGALORE: Electrical and power distribution equipment manufacturer Havell’s India Limited (Havells) plans to spend Rs 150 million during the October-December quarter towards brand building and mass media communications.

A major portion of these spends will be towards TVCs’ during cricket telecast – more specifically during the forthcoming India-New Zealand Test match and cricket series for which it is one of the co-sponsors.
 
Overall, during the current fiscal to 31 March 2011, the group plans to spend Rs 1 billion towards three of its existing line of products manufactured by three of its sub-brands – Havells, Crabtree, and Standard.

In February 2011, the company plans to launch products under another sub-brand- Havells Sylvania in India. The group spent around Rs 600 million towards brand building during the first edition of IPL, a major portion of it on TVCs, revealed a source at Havells.
 
“We may allocate further funds towards the Sylvania brand and some of the other products that we plan to launch over the next few months,” revealed the source.
 
“A major portion of our mass communication spends are cricket based, since 80 per cent of the Indian population is hooked on to cricket. We do spend for TVCs on some news and regional channels such as TV9,” he added.