Thursday, April 22, 2010

India:Future Group forays into вЂNew’ private label category


Future Group announced the launch of вЂJohn Miller’ range of body deodorant sprays in three refreshing fragrances under sub-brands PowerPlay, Flirt & DarkNight. After its success in men’s formal wear category in and outside Future Group stores, John Miller has marked its foray in men’s grooming category with the launch of its new range of body deodorant sprays.

Speaking on the Launch , Mr. Devendra Chawla, Business Head - Private Brands said, “Increasingly consumers are graduating to wearing different accessories (like footwear) & apparels for different occasions like Office wear, Casual wear & Evening wear, we capitalized on this insight and developed fragrances that would match different occasions/moods and thus drive consumption . John Miller range of Deodorant Sprays has three refreshing fragrances that would appeal to the lifestyle of the consumers-on-the-go.

PowerPlay: This vitalizing fragrance is for the вЂMe at Work’ mood wanting to climb the corporate ladder with skilled maneuver.

Flirt: This sparkling cool fragrance is for the †relaxed †mood enriching experiences like after office hangouts, outings with friends, movie’s and those relaxed weekends.

DarkNight: This musky and woody fragrance is for the вЂMe at Party Time’ mood resonating with high energy and appetite for adventure unleashing the wild side.

John Miller range of Deodorants will initially be available at all Big Bazaar & Food Bazaar outlets across the country and thereon at other Future Group formats at a special introductory price of Rs 99/- for 150ML. The smart pricing is to encourage the consumer to pick more variants for various occasions, thus drive consumption.

“John Miller is aimed at mid-level executives who aspire to play the bigger game in corporate life and outsmart competition by their non-linear, smooth actions. John Miller Deos reflect this effortless, charmingly wicked and playful brand personality. The brand communication campaign вЂGood Looking rascal †makes it looks easy.” explained Mr. Atulit Saxena. 

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