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Company : GlaxoSmithKline Consumer Healthcare Limited 
Monday, November 20, 2000 4:20PM IST (10:50AM GMT)
Largest promotional blitz ever in the toothpaste category - one Ford IKON won, three to go
New Delhi, Delhi, India

The ‘Magic box promotion' launched by Aquafresh, a SmithKline Beecham Consumer Healthcare (SBCH) brand, has received an overwhelming response all over the country with 380 gifts redeemed so far, including a Ford IKON won by a Mumbai-based consumer. With over Rs. 1 crore of gifts to be won, this is the first ever scratch and win campaign and the largest promotion ever launched in the toothpaste category.

The Ford IKON has been won by Mr Dwarka Prasad Gaggad of Mumbai. The purchase was made at Apna Ghar, Lokhandwala, Mumbai and the gift was handed over to the consumer by Mr Venu Ambati, General Manager – Sales, West, SBCH.

The consumer has a prospect to win gifts ranging from Ford IKONs to a range of white goods including BPL home sets. Each pack has a black film, which when scratched by the buyer, would reveal the name and description of the gift, with a minimum guaranteed gift of Rs. Five rebate on the next purchase. The success of the promotion has led to Aquafresh extending the promotion till end – December 2000.

This promotion has been launched  with an extensive media and advertisement campaign. The campaign is being supported by television commercials on major national and regional channels including the popular Kaun Banega Crorepati (KBC) programme on Star TV.

Shubhajit Sen, Marketing Manager, Oralcare, said, "We have always strived to offer increased value proposition to our consumers through innovative marketing promotions and we are confident that the Aquafresh consumer will find the magic box promotion most appealing. Several gifts have been redeemed and we hope more and more  people would make use of this excellent opportunity to win exciting products using our superior products."

Aquafresh is the leader in the premium toothpaste category. The toothpaste is available in 3 sizes – 50,100 gms and 150 gms, priced at Rs.18, 33 and Rs.45 respectively. Aquafresh toothpaste is formulated to provide the entire family protection from cavities, plaque and bad breath and is thus uniquely positioned as a product that delivers benefits of three toothpastes in one. It has three eye-catching stripes in the colours Red, White and Blue, which make it a visually attractive product. This characteristic also signifies the triple protection that Aquafresh toothpaste brings to the consumers.

SBCH, which was established in 1958, is an Indian associate of SmithKline Beecham of the UK, a global science based healthcare company, and has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. SBCH is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha and Rajahmundry has a total workforce of over 2600 people. SBCH has a strong marketing and distribution network in India comprising over 1600 wholesalers and direct coverage of over 3,75,000 retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected 110-year-old brand. The Company today also markets a number of products in diverse categories, which include prominent household names such as Eno, Crocin and Aquafresh.

Media Contact Details
Pushpa Nair, pushpa@business2media.com, +91-11-3326022
Pushpa Nair, pushpa@business2media.com, +91-11-3326022
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