The Lakme Lever-promoted range of colour cosmetics Elle 18 has hit upon a novel way to connect with its target audience, teenagers. In an on-going promotion, the company has launched nail enamels in four funky shades bearing the names of the members of the all-girls band B*Witched: Linds, Keaves, Eddie and Socky. To support the initiative, the company has launched a brand new advertising campaign.

To begin with, the ad campaign, handled by Ambience Advertising, supported the launch of the group's first album `B*Witched'. As part of this, the members of the band and their hit numbers were introduced in the market. In its second phase, the company has launched the new shades. Subsequently it intends to arrange for a private viewing for teenagers when the band comes to perform in India.

The focus of the campaign currently is on the collection. Press, TV and outdoor media like hoardings and POP material have been used extensively. Besides this, in-college promotionsare on in full swing.

Noga makes a tasty comeback

After a hiatus of three years on the mass media scene, Maharashtra Agro-Industries Development Corporation Ltd's (MAIDC) processed food brand Noga is back on the scene with a five-series print ad campaign and a 40-second TVC. The campaign is part of a rejuvenation exercise for the brand on the retail shelves. In the past few years MAIDC had been concentrating on institutional sales for Noga. However, the brand continued to be available in retail outlets nationally without any mass media advertising support.Where competition in the category is busy concentrating on life-style and product innovation-led imagery, Noga has been positioned on the basic platform of taste. With a base line that reads, `Swad aaya toh yaad aaya', the campaign also attempts to evoke the brand image which has not faded from public memory yet.

The launch of the five-series colour campaign will be followed subsequently by four smaller sized product category specific ads. Thecampaign is being handled by Mercantile Advertising.