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 Hasbro, the makers of Basics and Genesis brands of apparel, conducted an exciting promotion across Chennai over the weekend! Company promoters were placed at all the Basics and Genesis outlets in the city and they carried out a two-day promotion to record the statistics of customers in the age group 18-35 who walked into the stores.
The promotion was a pre-launch exercise for a revolutionary new product soon to be launched by Basics, and attempted to establish the average build of the typical Chennai male. Hasbro believes that this information will definitely go a long way in making shirts which will fit the Indian male better. This survey, which was kicked off in Chennai, will soon spread to other Indian markets.
Four hundred surprised customers participated in the event across the six Genesis and Basics outlets in Nungambakkam, Spencers, Purasawalkam, T. Nagar, Anna Nagar and Adyar. The promotion also proved to be an opportunity for the company to receive
feedback and connect with customers at a localized level, and address issues specific to them.
Speaking on the promotion Suhai Sattar, Partner - Hasbro, said, "This promotion is a precursor to the launch of our new line of shirts, the Slim cut range. The new range is revolutionary in that it is tapered to the body and makes the person look fitter and smarter. It is amazing how much better you look, once you have shed the excess flab on your shirt!"
Basics has regularly looked at innovative promotions for effective ground level communications. In April last year Basic did a promotion at the beach in Chennai to launch its new 'Summer' line and used the opportunity to gain valuable customer feedback on the new product line. The company firmly believed that customer insight is the best beacon for the corporate roadmap in the near future.
Baiscs offers quality casual wear and accessories. The shirts are 100% cotton and golf ball washed for softness in twills, tussars, poplins, dobbys and lycra in long and short sleeves, including a slim fit. Basic trousers are in wrinkle free, chinos, cargo styles, flat front etc. - all golf ball washed.
Hasbro has seen tremendous national and international growth in the last one year. The Genesis & Basics brands opened three new exclusive stores in India, and three in the UAE. The focus has been on the smaller cities and towns in the south - as part of which the company is opening stores in Coimbatore, Erode and Salem in the next one year. The brands are currently present in 45 MBOs across the country.
Media Contact:
Majid Rehman
Ogilvy PR Worldwide Chennai
Tel: 852 9471 / 852 0677 / 852 0967
E-mail: majid.rehman@ogilvy.com
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