To announce the new avatar of Smirnoff, the company is also brewing a new marketing strategy for the new millennium. ``Our objective is to further upgrade the image of Smirnoff, a brand which is growing by 30 per cent each year in the white spirits market in India. The new pack will include new labels and innovative package designs,'' adds Roy.

Come January 2000 and UDV will unleash an aggressive advertising campaign in a bid to create awareness for its freshly-packaged product. The adblitz will include a series of press advertisements and television commercials. Incidentally, HTA will now handle the multi-crore advertising account of Smirnoff. ``Due to global realignments, the Smirnoff account has been recently shifted to HTA from SSC&B Lintas. However, SSC&B will handle the ad account of Gilbey's Green label as usual," explains Roy.

According to Roy, UDV's innovation will be strategically important as for a liquor company, packaging is a key lever for increasing usage. ``Packaging progression along with marketing promotions will definitely promote our brand in the highly competitive markets in 2000,'' adds Roy.

With a 60 per cent market share, Smirnoff is currently the market leader in the premium spirit segment that accounts for 2,00,000 cases. ``Our brands constitute 5 per cent of the total Indian liquor market,'' claims Roy.As part of its marketing strategy, the company recently announced `The Smirnoff International Fashion Awards, 1999' in Mumbai. ``The brand proposition for Smirnoff is to help connect people. The awards will reflect the brand image of sociability and connectivity. In its fifth year, we have received over 300 entries from 40 design institutes across the country,'' explains Roy. The theme for this year event is `Virtual Nature'.

In a bid to create awareness for the event, the company is all set to launch a multi-media campaign across the country. According to Sunil Lulla, vice-president, marketing, UDV, the media blitz will include, print, television and outdoor media campaigns. ``We will be launching the TVCs on popular channels like MTV, Star Plus and Sony from next week. As part of our marketing mix, we will be launching a host of ground promotions too,'' adds Lulla.

In addition to its mass-media advertising, the company will also launch a special music album titled `Fashion Mix' and compiled by Sony Music.