Kolkata-based battery production firm, Eveready announced on Wednesday the launch of India’s first Portable Liquid Vaporiser, Eveready ULTIMA Liquid Vaporiser, with an integrated campaign ‘Unplug and Use Anywhere.’
The product’s proposition is brought to life through an integrated media campaign built around the thought “Old Liquid Vaporisers are fixed. Mosquitoes are not.”
The product is designed in a flexible way, without being restricted to a fixed plug point. The portable liquid vaporizer can be carried and used across enclosed travel spaces.
The media strategy for this communication combines hyperlocal targeting in markets with strong retail availability, supported by digital media and television channels that reach the brand’s core audience.
The ad-film that was launched to promote the product include an animated video of two mosquitoes across households. This is part of a wider 360-degree campaign, with visibility across print and outdoor media.
The launch is part of Eveready's stated strategy of diversifying into consumer categories by applying its portable-power expertise to everyday needs.
With advanced Japanese formula, its rechargeable format provides up to three hours of battery backup.
Commenting of the launch, Anirban Banerjee, CEO, Eveready Industries India Ltd., said, “Our entry into mosquito protection is a natural extension of this approach, allowing us to bring our expertise in portable and rechargeable power into a new category. With Eveready ULTIMA Liquid Vaporiser, India’s first portable liquid vaporiser, we are making mosquito protection more convenient and adaptable to the way consumers use their spaces today. The product allows consumers to UNPLUG mosquito protection and use it where they really need it.”
