Elder ties up with Chase movie

Elder Health Care Ltd has tied with movie Chase. Company's product Fuel deo is in the co-branding pact. As a part of its strategy to have a direct connect with its consumers, Fuel the successful deodarant brand from Elder Health Care Ltd, (EHCL) has entered into a co-branding pact with Chase, an action packed thriller produced by Maverick Productions.

Fuel brand positioning of seduction and passion is very close the movie's plot which involves a lot of passionate scenes between its leading man Anuuj Saxena and his female counterparts Udita Goswami and Tarina Patel. Fuel, a part of Elder Health Care Ltd, moves with an image of male style and class that emanates passion and attraction towards women. Fuel enjoys a market share of about 3.5 % in the Rs 500 cr.

Indian deodorant market. Released on 29th April 2010, Chase is targeted at today's young generation with fast paced action, a few seductive scenes and a strong story plot.

With the grooming market in India currently estimated at Rs1,500 cores, and growing at 12 per cent compound annual growth rate. Elder Health Care has taken an initiative to space in smoothly with a range of innovative products.

Apart from this the company is also running a contest in all prominent self service stores where customers who are buying Fuel deos get a chance to win Chase movie tickets for two. There are 1500 tickets up for grabs in major Indian cities including Delhi, Mumbai, Bangalore, Hyderabad and Pune. An on air contest involving Fuel and Chase is currently running on B4U music channel where 1 lucky winner can get the mind blowing sports bike similar to what the lead actor Anuuj Saxena rides in the movie.

What's more, 100's of lucky winners participating in Fuel- chase on road campaigns will get to win cool Fuel 'Chase co branded deodorants and merchandise.