The Hindu Business Line : `Fa-fresh zone' in city cinema

CHENNAIITES can look forward to booking their movie tickets in air-conditioned comfort this summer. Henkel Spic India has created a `Fa-fresh zone' at the city's Satyam complex, which not only provides air-conditioned comfort at the booking counter, but the movie watchers can also get to experience the various fragrances of Fa Deodorant. Speaking to Business Line, Mr Ranju Mohan, General Manager (Cosmetics and Toiletries), Henkel Spic India, said, "This exercise is aimed at getting the youth to experience the Fa brand. Fa is a youth brand and since the youth frequent film theatres on a regular basis, it made sense for us to create a Fa-fresh zone at Satyam."

The fresh zone, said Mr Mohan, would have a different ambience each month. "We have now created a Caribbean look, and we will change it from time to time."

Mr Mohan said that this concept of fresh zones would be taken to Mumbai and Delhi in the next one month. He said that the company was in talks with a number of cineplexes in these cities.

Henkel has a budget of Rs 7-8 crore for various media and marketing exercises this year to promote the Fa brand, and Mr Mohan said that there will be a number of promotional exercises during the months to come.

Fa is the number two player in the deodorant market with a 15 per cent share, while the market leader is Rexona.

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