Celebrity endorsementsaimed at 30% surge in sales (FY 2016-2017)
Mumbai/Nagpur: Bollywood Czar Salman Khan in the current hit Sultan is mouthing “FLAIR WRITOMETER Duniya ka sabse jyada likhnewala pen” is a clever piece of in film product placement. FLAIR, India’s leading Pen manufacturer celebrating its Golden Jubilee also announced its alliance with Bollywood Superstar Hrithik Roshan. As FLAIR Pens – Brand Ambassador Hrithik Roshan will launch a series of new pens backed by a high visibility publicity campaign. FLAIR has also launched on product Superman & Tom-n-Jerry pens to encash their craze among school and college students.
Mohit Rathod – (Director) explained that “Flair pens has an installed capacity of 5 million pens per day and are sold in India through a strong distribution network of 4000 distributors and 245,000 retailers. FLAIR proposes to launch many new pens with Brand Associations that enhance consumer experience. Gel Pens, Ink Pens, Ball Pens with Bollywood Superstar Hrithik Roshan, Hollywood Superhero Superman & the globally celebrated Disney Character Tom-n-Jerry pens priced from Rs.10/- to Rs.45/- per piece. We expect a spurt of 30% in sales by way addition of new customers.”
Explaining further the need for celebrity props to add sales Mohit Rathod said “Amongst the rush of pen brands at any retail counter it is very important to standout amongst the crowd and Bollywood and Hollywood Stars, Cricketers enable that. Celebrity endorsements enhance customer’s confidence and promote product purchase and usage. Flair has been manufacturing and selling pens for over 50 years and has regularly used Brand Ambassadors like Superstar Rajnikant, Hrithik Roshan and Cricketer Sunny Gavaskar to reinforce customer pull. Celebrity endorsements and brand associations have always proven to be cost effective”.
Flair’s new point of sale publicity material featuring Hrithik Roshan, Superman & Tom and Jerry is expected to improve the look and feel of the retail outlets and make pen purchase a fun filled experience for the consumers.Flair exports pens to more than 75 countries. In financial Year ending March 2016, the Indian Pen Industry is valued at about Rs. 4600 Crores which includes exports of about US$ 220 Million. The USA & South American Countries are a big market for Indian Pens. Indian pens are also fast replacing Chinese pens in Middle East & African countries because of their quality and superior writing experience.