Exide Freedom

When the Exide Freedom Maintenance Free campaign was launched in 1991, it was supposed to push through the message that the technological advancements made on the Freedom range would relieve the customer of the hassle of frequent maintenance checks. The philosophy, 'Give peace a chance" worked initially, but the euphoria died down significantly with Standard Furukawa introducing its Calcicharge range of batteries.

A nationwide survey by Trikaya revealed that the base line "Fit it. Forget it" was not understood very well by dealers, who fo ma vital link between the brand and the consumer. There was a significant communication gap between the company, the brand and the consumer. Instead, the research revealed that Freedom had a very strong brand equity. "We decided to create a campaign that would ride on the mother brand, Freedom." explains Ronny Ghosh of Trikaya Grey. The new campaign, which has been running for three and a half months now, attempts to send across the message that with Exide Freedom the consumer can at least relax on one front in his everyday life. The basic communication task of the campaign was to reverse the image of batteries from a low interest and low involvement product, says Ghosh.

 

It is aimed at the high income group, especially the corporate sector who would appreciate the value of a hassle free battery. The campaign will have a run till March end. With an ad budget of Rs 2.12 crore, the campaign is being released in phases.