Global Consumer Products Pvt ltd is a FMCG start up by Mr. A. Mahendran (Former MD, Godrej Consumer Products) which was Incepted in 2014, with an equity commitment of INR 3150 million (appx US$50 million) from Goldman Sachs, a leading global investment bank, and Mitsui Global Investment (MGI); the company had hired veteran FMCG professionals over the last one year to form its core management team.
They have now entered the market in full force with their first brand- LuvIt , a new range of chocolates. The clutter-breaking commercial turns the conventional logic of sharing on its head. The LuvIt TVC through its tagline “If someone shares, ushaar!” captures the essence of the brand. Initially launched only for the Southern states on Andhra Pradesh, Telangana, Karnataka, Tamil Nadu, Kerela and Union territory Puducherry, the campaign will be for a period of 2 months and will be supported aggressively on television, out-of-home, digital, on-ground malls and hangouts, radio – in short everywhere that youth is at.
As a means to add an experiential leg to its overall marketing initiatives LuvIt is planning both mall activation and digital activations to promote not only its products but brand as well. Under the digital activation, LuvIt will drive traffic to its FB page through the ushaar test.
Apart from these experience driven ventures Luvit also plan to have product sampling done across 1 million people across the five states of Andhra Pradesh, Tamil Nadu, Hyderabad, Telangana, Karnataka and Kochi.
