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Our Bureau

New Delhi , March 3

WITH the countdown to the much-awaited India-Pakistan series having begun, it's not just cricketers but colour TV manufacturers, too, who are getting their act together. The official sponsors of the forthcoming series, Samsung India Electronics Ltd, while unveiling the Samsung Trophy and the official anthem of the series, has announced the launch of a slew of products across categories.

The company is expecting the home appliances and consumer electronics categories to grow by almost 50 per cent during the March-April period compared with sales in the previous corresponding period, Mr R. Zutshi, Director (Sales), Samsung India, said. About the company's new launches, he said it was introducing a new `Hurricane' series of air-conditioners, frost-free refrigerators with silver Nano technology and new flat models with the patented Dnie technology in 21, 25 and 29 inches.

On Nano technology, Mr Zutshi told Business Line, "The Nano silver coating on the inner surface of the refrigerator serves as a barrier against the growth of bacteria. It provides a sanitised interior for the food kept in the refrigerators. The new `Hurricane' series of air-conditioners is going to be sleeker and more compact in design, with a three-stage filter and a special coating of silver on the last stage." The company also claims that tests have proven that the presence of fungi and bacteria is reduced within five minutes of operation.

Commenting on the CTV category, Mr Zutshi said, "We expect the flat TV category to lead CTV sales during the period of the Samsung Cup. Flat TVs should contribute 35-40 per cent of our total CTV sales during the two-month period between March-April." Further, the company is extending the Dnie range of flat panel televisions to include 50-hertz flat TVs in 21", 25" and 29".

Samsung is also launching a new `Team Samsung' commercial for its flat TVs coinciding with the Samsung Cup and releasing new commercials for other product categories, such as refrigerators, notebook PCs, and air-conditioners. `Jeet lo Dil' is the theme of the company's communication pertaining to the Samsung Cup.

The company has earmarked an advertisement budget of around Rs 60 crore for the Cup, which includes sponsorship of the Indo-Pak series as well as presenting media sponsor status to Ten Sports, Mr Zutshi said.

Unveiling the Samsung Cup Trophy, Mr K.S. Kim, President & CEO, Samsung South-West Asia Regional Headquarters, and Managing Director, Samsung India Electronics, said, "The cup has been designed by Vibhor Sogani, a graduate from the National Institute of Design, Ahmedabad, specialising in space design and industrial product design."

The official anthem has been sung by Indian music troupe Euphoria and Pakistani group Strings.

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