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Theme Ventures signed up by USA’s Energetic Lighting

Theme Ventures , a diversified Below the Line (BTL) marketing firm , has been signed up by USA based Energetic lighting , world’s third largest CFL lighting manufacturer , to handle the later’s distribution and visual merchandising activity nationwide.
 Theme Ventures signed up by USA’s Energetic Lighting
 
 
Theme Ventures , a diversified Below the Line (BTL) marketing firm , has been signed up by USA based Energetic lighting , world’s third largest CFL lighting manufacturer , to handle the later’s distribution and visual merchandising activity nationwide.

Signalling a significant move to shift advertising budgets from print and television to shop level promotions, the Amercian lighting giant which entered the highly competitive Indian CFL market two years back has chosen visual merchandising of thousands of retail points selling its products as the entry level marketing strategy for the Indian market.

Theme Ventures and Energetic Lighting has entered into an agreement to create specially designed consumer communication for every shop across the country which sells the later’s products . Says Rajan Guha, Chief executive of Theme ventures, “Theme Ventures shall work closely with Energetic lighting to make the brand noticeable at the point of purchase. For the first time in India , an overseas brand has chosen Below the Line Marketing (BTL) as an entry level marketing tool into India over more eligible mass media advertising . This marks a new beginning for the nascent BTL marketing segment in India . I expect major FMCG and consumer durable brands to shift a substantial part of their outlay to BTL marketing in the next financial year.”

Theme Ventures shall deck up close to 5000 stores of Energetic lighting, pan India, with various visual merchandising materials like danglers, banners , floor stickers, sun-shades, dealer boards, sun-packs, counter flexes, festive gates etc. Energetic lighting will launch its print advertisement campaign once the retail level visual merchandising activity is completed over the next six months.

Says Krishan Mehta, Managing Director, Energetic Lighting “Our association with BTL agencies like Theme Ventures shall enable us to expand our current retailer base of 8,000 in forty cities to a whopping 30,000 retailers in 200 cities in next three years. As we keep appointing retailers we need to create a demand at their point for the product to sell. We have partnered with Theme Ventures to create consumer pull at the retail level by decking up the retail point with substantial amount of Point of Purchase material (POPs).”
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