India Cements Ltd launched a marketing campaign “ Veedu Kattu, Whistle Podu” (build house, blow whistle) with its Indian Premier League franchise Chennai Super Kings (CSK) for Coromandel Super Power Cement.

‘Whistle Podu’ is CSK’s theme song and the promotion was launched by India Cements’ Whole Time Director Rupa Gurunath, along with CSK Captain MS Dhoni coincides with the re-entry of CSK in the IPL.

.Under the scheme, any consumer purchasing 50 bags or in multiples of 50 bags of 50 kg each of Coromandel Super Power cement between January 19 and April 19, will be eligible to get an assured gift from CSK merchandise range such as T-shirt, cap, autographed bat and ball.

Consumers can also participate in ‘ punch dialogue contest’ to win prizes, including match jersey, match tickets, besides a photo opportunity with Dhoni team, says release from India Cements. Kasi Viswanathan, CEO, CSK Cricket Ltd, said at a function that there was apprehension whether Dhoni would return to CSK.

However, on December 6, the BCCI announced its retention policy allowing each franchisee to retain up to five members. CSK retained Dhoni along with all-rounder Ravindra Jadeja and star batsman Suresh Raina. The entire team composition will be decided at an auction on January 27 and 28 at Bengaluru, he said.

CSK will also retain New Zealander Stephen Fleming as coach, Australian Michael Hussey as batting coach and L Balaji as bowling coach. “I am sure we will do well and build the brand of CSK to greater heights,” he said.

Rupa Gurunath said the new offer is aimed at providing new value proposition to end users. Out of the four brands, Coromandel Super Power is one of the premium brands. Hundreds of dealers have been with the company for generations. “Apart from the huge network, we wish to strengthen brand association in consumers’ mind. We would like to give the best deal to our consumer,” she said.

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