New Delhi, May 12: Leading wooden furniture brand Usha Lexus has roped in Miss IndiaWorld Priyanka Chopra as its brand ambassador to reposition and promote its Manhattan Apartment package as an offering for the young and trendy.The package, launched six months back, had so far targeted an older, 40 plus clientele. Lexus now is looking at a new target audience - young, 30 plus newly-weds, who are just setting up house and looking for trendy, affordable furniture.
Says Anupan Bharat, managing director, Usha Shriram Furniture, ``Since we are now targeting a younger audience, we decided to associate with a trendy role model, hence the choice of Priyanka. The 15-piece metal and wood Manhattan package, priced at Rs 50,000, is ideal for newly weds who are setting up home. We have sold 300 packages in the last six months. With the new strategy we hope to increase this to 200-250 packages a month.''
The campaign, with the theme ``My Dream Home'' will include press advertising and customer meets. Priyanka will only endorse the Manhattan package. Other promotional activities will include visits to the company showrooms in different cities. The ad campaign is likely to break in July, by when the company hopes to build up stocks.
-- MM
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