Rank Hovis News

01/11/2005
Blockbuster Profits with Elephant Atta

From December 2005 to January 2006 Elephant Atta, the UK's leading brand of chapatti flour, ran an exciting on-pack Bollywood promotion. Consumers could choose from three major Bollywood film DVDs, which were available free with a single purchase of a 32kg or 25kg pack, or with purchase of two 10kg bags of Elephant Atta. Consumers simply cut out and completed the voucher printed on the pack and sent it to the given address in order to receive their free DVD.

The DVD promotion was supported by a major national TV campaign, across all key Asian satellite and cable TV channels. Distinctive promotional packaging made the product stand out in-store and striking point of sale material was supplied and sited free to retailers.

There were three Bollywood family films to collect; "Waqt", due for December release starring legendary Amitabh Bacchan and Akshaye Kumar, "Chalte Chalte" starring Shah Rukh Khan and Rani Mukherjee and "Kuch na kaho" starring Aishwarya Rai and Abhishekh Bachchan.

Elephant Atta continues to be committed to supporting Asian culture within the UK and is delighted to celebrate the tradition of Bollywood by making such great films available for everyone to enjoy again and again. Ifan Jenkins, Elephant Atta Brand manager comments, "This exciting promotion aims to build on the success of both the 2003 Bollywood cinema tickets and 2004 free music CD promotion, which were enjoyed by a large number of our consumers. Throughout these promotions, retailers and wholesalers also saw significant sales uplift as a result of these offers. This year promises no less."

Please visit www.elephantatta.com for more information.

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