MUMBAI: Battery maker Amara Raja Batteries is looking to take advantage of its brand ambassadior Narain Kartikeyan making a mark in F1. It has launched the Amaron PROTM NK Racing Edition.
The product looks at striking a connect with Indeians who feel pride everytime one of them a fellow countryman performs spectacularly on the global stage. The features of the product include what the company calls a break - away look and feel and a 50 - month warranty. It will be be sold in the Metros and state capitals. The product comes with a shoulder bag.
The company states that the new product has the highest Cold Cranking Amps (CCA), the highest Reserve
Capacity (RC) and the longest battery life found in any battery in India today and this will stand good for the NK Racing Edition as well.
In addition to the batteries, The NK Racing Edition will carry the picture of Kartikeyan along with his signature across the label. The battery will be marketed through the PitStops which are Amara Raja's sales and service outlets and retail outlets in India.
The shoulder bag, that has been designed for the NK Racing Edition batteries will bear Katrikeyan's signature. Amara Raja Batteries MD Jayadev Galla, said, "Ever since Brand Amaron entered the markets, we have been associated with Narain. He epitomizes values of youth, vigor and a will-to-win and these are the qualities that have taken him to the top. We dedicate this Racing Edition of Amaron PRO batteries to Narain, who has made it to the very top of the motor sports world by entering the F1 arena. Narain?s achievement hallmarks the entry of an Indian to the
pinnacle of motor sports and is of pride to every Indian.
"This is also a unique marketing campaign aimed at increasing levels of interest in motor sports amongst Indians that have so far not been exposed to the sport. Having an Indian at the top of the international racing arena is inspirational to everyone. This should serve as an inspirational example to every Indian as we now have a fellow Indian reaching the top of his chosen profession through unstinting hard work, passion
to succeed and the will to perform."
Katrikeyan says, "Jay was one of the early believers in my dream to become a F1 driver. Amara Raja has been responsible for many pioneering initiatives and Amaron has always stood for longest life, innovation and tech superiority. This is a proud day for me personally, with Jay and his Amaron team launching a Racing Edition battery. I am sure the new look
battery will quickly find acceptance amongst the racing fans in India."
On the occasion of the launch of the NK Racing Edition batteries, Amara Raja has also announced a promotion, where bottles of water are being given out at petrol
stations and other places with a quirky message - "At 40o C, you definitely need a top up. So does your battery, unless it is an Amaron PRO". The message comes from the fact that Amaron batteries are zero-maintenance and do not require water to be filled
(topping up) at any point of time.
Commenting on the campaign, G. Indeevar, Head - Automotive (Aftermarket), Amara Raja said, “We all could do with a bottle of water in the hot weather. Along with the water bottles are little cards, which have to be filled in and left at the Amaron PitStops . Three lucky winners will get an all expenses paid trip to Shanghai in October, with a grand Stand ticket for the race and a dinner with Narain Karthikeyan. So look out for the all-important bottle of water and whip out your best clothes for that dinner. You could soon be saying Yi Lu Shun Fong! (Chinese for Bon Voyage)”
The contest is being run in all major cities across the country and will be on till 25 August 2005.
