Agrani Switch, the technology retail chain from Agrani Convergence Ltd, is all set to launch its first television commercial (TVC) by the end of this month. The 20-second TVC is to be aired through the Zee channels and some vernacular channels.
Speaking to Business Standard, Sudesh Jog, vice-president (marketing), Agrani Convergence Ltd, said: "The demand for technology has been growing year-on-year, but there is a gap in terms of retailing facilities. Agrani Switch is being positioned as the filling this vacuum." The punchline is 'India's first technology superstore."
The TVC will be supported with print and direct marketing campaign. The total advertising spend for the company is likely to be over Rs 10 crore. The TVC has been created by Euro RSCG, New Delhi. The TVC will have vernacular versions to be aired on Sun TV and the Zee's Alpha TV channels.
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The company plans to break another TVC by July this year. "This first TVC is to get the consumer acquainted with the concept and with the in-shop ambience. The next TVC will be to create a brand image," Jog said.
For Agrani Switch, above-the-line advertising is heavily backed by promotional events. "We have a lot of co-branded promotions in our stores, and we also have area-specific roadshows," Jog said.
Agrani Switch will also launch a branded PC range of its own called Auro. The company claims that Auro will have the advantages of an assembled PC alongwith that of a branded one. The range is priced at Rs 19,995 onwards.