The idea is to give a gift that goes on and on continues to make a statement even after the festival is over, says Jolly Bhargava, managing director, Whyte & Mackay, the worlds leading spirits company which recently made its foray into India. Whyte & Mackays corporate gift is a manifestation of the companys philosophy that `the production of malt whiskey brings together art, craft, tradition and technology.
Their special gift a handsome leatherbound volume, with expensive silk lining has the provocative statement, You have probably never heard about it, splashed on the gold embossed cover. Flip it open and find more information than you ever wanted to know about W & Ms 15 Years Old, the most mature scotch available in India. While surfing the literature, one stumbles upon a cleverly concealed bottle.
Obviously, when the gift has a touch of elegance, the accent is successfully understated and the company may avoid the
controversies revolving around the concept of crass Diwali
presents. But, the exercise of distributing gifts itself is
often regarded with scepticism as a roundabout way of greasing palms. After all, there is a fine dividing line between a gesture of goodwill and an outright bribe.
In fact, some corporate gifts literally command their weight in gold. For instance, some leading public sector companies have placed huge orders with MMTC Limited, and the company is racing against time to mint the traditional Lakshmi and Ganesh gold coins. One 10 gram coin, costs approximately Rs 6,000 and MMTCs marketing team has sourced orders for at least 5,000 gold coins.
While going all out to woo clients and business associates, the big spenders are taking the precaution of not sending out the wrong signals.
Sudip Mittra, manager, public affairs and communications of American Express Travel Related Services (Amex TRS), points out; Our corporate gift policy ensures that we dont cross the line. Our gifts are symbolic they convey our thoughts and feelings. The idea is to effectively communicate our presence in a manner which is not loud.
Amex TRS takes pride in the fact that it is identified with service excellence, and the festive season of Diwali lends itself as a perfect occasion to reinforce this perception.
In an elaborate exercise which started three months before Diwali, the global travel services giant developed gifts such as miniature paintings and time pieces. These are prepared and distributed at the regional level.
But the piece de resistance is a hand-crafted miniature of a wooden chest, overflowing
with fine shelled nuts. This representation of Indias timeless art aims to establish the history of Amexs presence in India.
We are celebrating our 75th year of operations in India, and starting Diwali, this will be the theme of all our communications, says Mittra.
This gift, the cost of which Mittra refuses to divulge, is meant only for the creme de la creme of Amexs clients and business associates. Similarly, White & Mackays gift the innovative packaging has cost the company almost as much as its content will go to a select few only.
We are sending out our gift to some very important people the opinion leaders. These are the people you target if you wish to be talked about. As the marketing wisdom goes, the reccomendation of one consumer to another carries more weight than the recommendation of the manufacturer, says Bhargava.
Whyte & Mackay had first grabbed the attention of these `opinion leaders with the auction of a bottle of scotch the winner at the international `Spirit of Scotland contest in 1994 at a glitterati dinner in Mumbai. When industrialist Jamshed Godrej paid a staggering Rs 1,30,000 for the blend, he became only the second man to possess it Prince Charles was the first. Obviously, the companys Diwali gift seeks to underline this tradition of exclusivity.
Not all corporates can afford to match this tradition, but what they lack in resources they more then make up for in ideas. And small-scale boutiques and gift shops are enjoying the spill over from the brisk exchange of corporate gifts. At Vasvi Bharat Rams exclusive boutique, Innoways, fruit, and mithai trays, made in wrought iron and cane, are selling like hot cakes. She has made close to Rs 2,00,000 in just fifteen days, with orders from companies like SRF, Modi Homecare, and SRM International, in her pocket.
Obviously, the traditional mithai boxes are passe. Even five-star hotels are luring corporates clients with attractively packaged imported mouthwatering delights. A sample New Delhi Hiltons deluxe hamper includes a lavish feast of French wine, cheese salmon pasta, fancy Swiss chocolates, tea chest and silver coins. Predictably, these delectable offerings dont come cheap at Rs 3,880 per Diwali gift hamper..
Similarly, Philips has renewed its marketing efforts in the festival season by promoting its electric shaver. The Philishave 840, priced at Rs 3,695, is making the rounds as a corporate gift. As an incentive, a Philips personal stereo is thrown in free with every purchase, and the result is huge orders from companies such as Seagram, Goodlac Nerolac Paints and Surya Roshni.
But the party has just begun. As the festivities extend into the new year, so does the distribution of corporate gifts. But who is complaining? The presenters are happy to spend lavishly, the manufacturers are laughing all the way to the bank, and the recipients are sitting pretty on their booty. It is indeed a happy Diwali.
