free gifts, stickers, posters and magic workshops if they buy Crush at the theatres.
For the northern markets, Cadbury is spending about Rs 10 lakh to offer the latest cassette of Gurdas Mann in exchange for crown caps of Sport Cola. Also in its basket is the offer to exchange any 15 crown caps and Rs 50 for a full size cricket bat. Cadbury Schweppes hopes that this campaign, which will cost the company about Rs 60 lakh, will bowl over Coke's current offer of miniature bats. The catchline, therefore, is strategic. The promo is being called the Asli (genuine) cricket bat offer.
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