Philips Television adds a 4th stump in cricket season

Cricket fans are going to witness an unusual experience of seeing the 4th stump this cricket season. This is part of the Philips Television campaign to communicate the unique four year warranty being offered on their entire range of Television. This extensive marketing promotion will engulf the entire nation with path breaking promotional techniques encompassing on-ground activation and out-of-home promotions. 

Philips Television has set in motion a series of innovative promotions around the cricket fever with novel hoardings. The hoarding showcases a pop-up of 4 stumps instead of the regular 3 stumps symbolising the four year warranty on Philips LED, LCD & Ultra Slim TVs. The extra stump attracts the customer's attention and also registers the message of 4 year warranty in their mind. 

Adding to the cricket mania Philips television has also flagged of a unique on-ground promotion called ‘Warranty Machine’ where a promoter dressed as an umpire encouraged customers to signal ‘four’ in their unique style. The promoter however is standing behind the Philips TV and communicating with the customer creating an illusion of 3D television. Customers who participate are given a surprise gift by Philips television explaining the 4 year warranty scheme thus registering the scheme in the mind of the consumer. The promotion has been activated at mega electronic outlets and airports like Sony Mony- Mumbai, Croma- Juhu, Malad, Bridge Road- Bangalore and Hyderabad Airport 

To drive home the four year warranty on Philips television, Philips has created approximately 200 cricket pitches using floor stickers at major dealer outlets across country. The floor stickers carry the details of Philips television four year warranty programme thus drilling the message in the minds of the consumer. 

Commenting on this activation

“We acknowledge the Indian passion for the game and to add to the festivities we have enhanced our offering by value adds, that will act as an icing on the cake for consumers who choose our premium design and technology” said Neeraj Sethi, Chief Operating Officer - Philips Televisions in India, PE Electronics Ltd. 

In their eighth decade of operation in the country, Philips is offering a unique four year warranty as a part of their promotional offer on televisions. This offer will be valid on all Philips televisions purchased between 1st February and 15th April 2011. As part of this special promotion, Philips televisions will also offer a 24” LCD TV free on purchase of 46” & above televisions, free HD DTH connection with DVR worth Rs 6,490/- and an option to get a 4 year d2h subscription just for Rs 4444/-.