MUMBAI: To celebrate Diwali the festival of lights Electrolux Kelvinator has announced the launch of Tathasthu Baba.
 

 
This is a Diwali Scratch Card promotion. ‘Tathasthu‘ which is a Sanskrit word, literally signifies ‘granting of a wish’ and ‘Baba’ signifies ‘saint’. Therefore, Tathasthu Baba is that magical and mystical saint who has the power to grant everyone’s wishes. Through this promotion, Electrolux is bringing alive its brand proposition of making the dreams come true.

With the ‘Tathasthu Baba’ promotion, Electrolux is eyeing an overall sales growth of 40 per cent during the festive season. The company is also targeting to achieve over 300 per cent growth in microwaves category, 150 per cent growth in air conditioners category.

 
 
Electrolux has ear-marked heavy promotional spends to the tune of 10 per cent of the total festival turnover for the ‘Tathasthu Baba’ scratch card promotion. The marketing strategy encompasses both, a mass media campaign as well as ground level activations to create hype and excitement amongst the customers. This will be achieved through high frequency advertising backed up by in-shop promotions, radio contests, shopping mall promotions etc. The company will also explore micro marketing through SMS and e-mailers.
Electrolux has announced a prize with every purchase. Customers can try their luck and win prizes ranging from Hyundai Getz, Hyundai DVD players, Swatch wrist watches, Electrolux refrigerators, Electrolux washing machines, Electrolux split air conditioners and Electrolux microwaves.

In addition, the company will offer exchange prices on high end frost free refrigerators, fully automatic front loading washing machines and split air conditioners. Special prices would be offered on microwaves and semi automatic washing machines.

 
 
Electrolux Kelvinator MD Anirudh Dhoot said, “Electrolux is all about making your dreams come true. With the Tathasthu Baba promotion we will take our Sapney Nikhare, Jeewan Sawarey positioning to a new dimension. Our customers will be able to buy Electrolux products at dream prices and also have a chance to win prizes.”