Exide will roll out a multimedia campaign with brand ambassador Mahendra Singh Dhoni to reinforce its relevance in leadership.
KOLKATA: Exide is powering a fresh charge to connect with the consumer and enhance its brand recall.
The automotive and industrial battery major will roll out a multimedia campaign with brand ambassador Mahendra Singh Dhoni to reinforce its relevance in leadership over the next few months.
While the company has been investing on setting up new manufacturing facilities and increasing capacities of existing units on one hand, it is in the process of working out some high-decibel thinking on car batteries, on the other hand.
As ad marketers say, the car may be swanky or cool, but the battery….well not much thought goes into it while making a purchase. It is definitely a low involvement category compared to a consumer durable or an FMCG product.
“We are thinking on a new campaign and JWT will handle the new assignment. It cannot be revealed as to whether it will be a short-term, product-specific campaign or a long- term one involving the mother brand at present,” Paban K Kakaty, director, automotive, Exide, told DNA Money.
Exide commands a 79% marketshare in the original equipment category and a 70% share in the replacement battery market in the total organised automotive battery market, which is around Rs 4,000 crore, along with other players like Amara Raja, Amco and Tudor.
It has a 36% marketshare in the overall auto battery market, which includes an almost equally large unorganised segment.
According to Kakaty, the small-scale sector, which occupied a significant share in the replacement market will see its share shrink in the wake of rising lead prices and there will a large shift towards the organised market.
“Exide has been a leader with a high brand recall all along, to the extent that it’s almost a generic brand today. But we have not been very active on the electronic channel, which we are now preparing to unveil in a few months,” Arnab Saha of Exide said.
While none of the officials were willing to share the investment details on the promo marketing exercise, they said that the challenges would be to get consumer involvement and bring in that relevance that a brand like Exide already has in the consumer mindspace. The company has targeted a growth of 30-35% in 2006-07.
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