A new platform
Mumbai: Wipro Consumer Care and Lighting has decided to use the IPL and elections as a new platform for its largest selling soap brand, Santoor.
Minimising its visibility on the general entertainment channels (GEC) this season the choice was choosing between two genres of sports (IPL) and news (elections) over the GEC channels, the latter being a commonly used platform for most FMCG players.
Image courtesy: www.wiprocorporate.com
Also see: Will consumers bite the IPL 2 bait?