Says Mr Dhoot: "In addition to mass media advertising, we plan to host events and shows to promote the new product. On November 9 this year, we will be hosting a Hrithik Roshan Show in Mumbai."

According to Mr Dhoot, the new campaign is created by Videocon's in-house creative team called Confidence. "We will be spending Rs 3 crore per month to promote it. Within six months, we hope to sell two lakh sets," adds Mr Dhoot. iB&W Communications has been designing advertising campaigns for Videocon colour televisions for the last six years.

As for the communication strategy, Mr Dhoot says: "Priced at 21,996, it is the latest micro-chip embedded television in the country. We will focus on this factor in our communications." The company's arch rival Merc Electronics has recently launched a Web-enabled television (with set top boxes) priced at Rs 24,990.

As part of its marketing strategy, the company also plans to host demonstrations at its dealer outlets across the country. According to Mr Dhoot, the company plans to launch dealer incentive schemes to encourage dealers. "At present, we have 600 dealers to promote the Videocon Internet television. As an incentive, we will offer an Internet TV free to deserving dealers," adds Mr Dhoot.

As for its online advertising plans, Mr Dhoot says that there are no immediate plans to opt for online advertising. "We will consider the option within a year. Our focus is now on mass-media advertising and ground events. At our Videocon Screen Award function which will be held in January 2001, we will promote the new product in a big way," explains Mr Dhoot.