Global Advertisers help jewellery house say Shree Ganesh to IPO

After she pumped in enough oomph to the phenomenal cricket, the gentlemen's game lost much of its earlier stiffness and became an all-absorbing celebration, grabbing even those eyeballs that would have earlier never dreamt of getting caught staring on the screen, oops the game!

And if one goes by the Extra Innings that this star gained through her reality shows, Mandira Bedi is one hot promoter material â€ a fact that even ad agency Global Advertisers has noted and is making full use of while pushing Shree Ganesh Jewellery House's IPO fortunes. Only time will tell whether the bold, sexy creatives of Mandira Bedi in her elements garner enough national curiosity among subscribers and hit many times more winning sixes at each over.

Once again braving the onerous task of generating overwhelmingly unexpected interest in the IPO for a jewellery house, Global Advertisers, an ad agency which has made a record of handling and oversubscribing Aqua Logistics, ARSS and DQ Entertainment IPOs, has initiated a series of interesting potpourri of ATL and BTL activities that aims to reach out to potential investors across India. One of the country's largest manufacturers and exporters of handcrafted gold jewellery, Shree Ganesh Jewellery House Limited, has hit the Indian capital markets with its proposed public issue of 1,42,69,381 equity shares of the face value of Rs10 each in a bid to raise Rs 328 crores.

Never at a loss of sending it s messages across to the right corners, at the right time, Global's never-before media innovations designed and effectively executed for the first-time for IPO launch hopes to grab attention round the clock seven days a week for two weeks through some of the best out-of-the-box tactics. Armed with some of its strategic weapons like dominating hoardings, mobile vans at strategic locations, besides cutting-thru-the clutter media initiatives like eye-catching umbrellas, attention-engrossing placards, kiosks and look-walkers, the ace player has descended on the ad battlefield.

The agency hopes to crowd public mind building tops, on bridges, on busy streets, staring down at the millions of people crisscrossing through the country's arteries every day. That's the beauty and worth of outdoor advertisements â€ time and investment well spent. Explaining the strategy, Mr Sanjeev Gupta, MD, Global Advertisers said, "The ATL activities will strengthen the brand equity and awareness, while BTL activities will complement the overall marketing programme and above-the-line mass communication." This he hopes to be the winning enticement to lure out niche investors who are known to fight shy of mass media.