Bat Hopes For A Swirl With 555

BAT Industries, the largest shareholder in ITC Ltd, is launching a massive publicity campaign in India for its 555 State Express. At 5 pm on May 5, as is traditionally done by BAT worldwide, the 555 day will be celebrated in Mumbai to formally introduce the brand in India.

The event will be celebrated at a party where the theme for the night will be, as is the tradition, mystique. Associated with the event is well known performer, David Copperfield. The party will include a screening of the Copperfield show.

The run up to the event has already started with promotions highlighting the 555 brand. Advertisements for the event have begun appearing in various publications. According to a source, the brand is also being advertised through "Mystique nights" being held at various pubs and discotheques, primarily in Mumbai and Bangalore.

 

``The chief objective is to introduce the brand in India and to emphasise the youthfulness of the brand," the source said.

This is the first time a BAT brand is being formally introduced in the country. Though India is the second largest populated country in Asia, consumption of the brand is limited, the source added. In Asia, China is the largest market for the product. The 555 day is already being celebrated in China by BAT.

BAT sees India as an emerging market for its premium brands. Most of the consumption of BAT brands in India, about 80 to 85 per cent, is concentrated in Mumbai. Of the remaining, Bangalore accounts for the major share. Meanwhile, ITC has launched yet another king-size variety of cigarettes under its premium brand, Wills. This is in addition to Gold Flake and Classic.

The new product, Wills Natural Lights, was first launched in Bangalore and Pune in January this year. Subsequently, it was introduced in Mumbai and Calcutta earlier this month.