Mumbai : In a bid to generate excitement around the brand, Charagh Din is organising a new campaign-this time, meant for underprivileged children. According to Charagh Din managing director Mr Raju Daswani: "On January 28 this month, the company will distribute 5,000 bottles of mineral water including various brands such as `Bisleri', `Bailley', `Aquafina', free of cost to under-privileged children.''The campaign - which is supposed to hit the Mumbai roads on foot, with Charagh Din banners lining the roads- will commence from The Oberoi Hotel, the business-hub of Nariman Point, Mumbai, till the end of the Marine Drive. ``The company does not expect to generate revenue because the campaign is meant for a good cause,'' says Mr Daswani.
The company comes up with various promotional campaigns in a year. "As part of the campaign, Charagh Din organised a fashion show outside various colleges wherein models displayed a series of designerCharagh Din shirts, a month ago,'' adds Mr Daswani.
Charagh Din is understood to have registered an annual turnover of Rs 16 crore. The company had launched a range of unisex party shirts called the "ditto" range last year.
Adds Mr Daswani: "With the launch of the "ditto" range, Charagh Din takes the first step towards reinventing itself as a fashion destination that appeals not only to its current base of loyal clients but also to the growing youth market." The price for "ditto" ranges from Rs 330 onwards.Charagh Din recently extended its existing catalogue of 50 shirts on a digital format on the Net.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
