Amaron re-launches ad campaign for Amaron Pro Hi-Life Battery
The Amaron PRO Hi-Life battery campaign aims at highlighting the product's resilience against the harsh chemical reaction within the battery, thereby conveying its zero-maintenance and longevity feature
Tweet-- Ever wondered what your car battery goes through? Can it sustain the harsh splashes of heat and Sulphuric acid? The Amaron PRO Hi-Life battery campaign aims at highlighting the product's resilience against the harsh chemical reaction within the battery, thereby conveying its zero-maintenance and longevity feature, in keeping with its tagline - Lasts long. Really long.
Developed by Ogilvy & Mather, the 30 second campaign showcases Amaron PRO's durability and its long life and the advantage of zero maintenance, which ordinary batteries do not provide. The campaign targets car owners who prefer hassle free maintenance of their car and its parts.
The story board of the commercial has an interesting showcase of the chemical reaction within a car battery, using two chicken legs! A scientist shows up two chicken legs, one wrapped in a silver foil, representing Amaron PRO and the other representing ordinary battery. A voice-over describes the process. The scientist goes about dipping the chicken legs into a beaker containing Sulphuric acid. A strong effervescence is seen within the beaker, representing the actual chemical reaction that takes place within the car battery. The scientist pulls out both the chicken legs. While the unwrapped chicken leg is totally dissolved, the silver foil wrapped chicken leg remains intact and the scientist takes a bite out of it! The silver foil wrapped chicken leg portrays, the patented silver alloy used in Amaron PRO that provides maximum resilience and long life.
Of the total advertising budget planned for the Automotive business of Amara Raja Batteries for the current financial year, 35% is allocated for electronic media campaigns. The commercial is being aired on 35 national and regional TV channels, across the country. This is the first time Amaron has released its commercial on regional television channels.
Amaron PRO Hi-life batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long.
ARBL's firsts in the automotive battery industry
· First to introduce a 60 month warranty for automotive batteries
· First to introduce a 36 month warranty for automotive batteries
· First to launch a 48 month warranty for automotive batteries
· Battery with the highest CCA (Cold Cranking Amps)
· Battery with the highest RC (Reserve Capacity)
· First automotive battery company to have exclusive PitStop themed outlet
Notes to Editor
About Amara Raja Batteries Ltd.
Amara Raja Batteries Limited, an Amara Raja-Johnson Controls Company with 26% equity from Johnson Controls, is the technology leader in the Indian storage battery industry, manufacturing batteries for both Industrial and Automotive applications.
In India, Amara Raja is the preferred supplier to major telecom operators and equipment manufacturers, Indian Railways and a range of industry segments including Power, Oil & Gas and UPS applications. Amara Raja manufactures and sells automotive batteries under the brand name 'Amaron®'', which is distributed through a large pan-India sale-service retail network.
The company supplies automotive batteries under OE relationships to Ashok Leyland, Fiat, General Motors, Hindustan Motors, Honda, Mahindra & Mahindra, Maruti, Hyundai & Tata Motors. The company is an exclusive supplier to Daimler Chrysler, Ford and Swaraj Mazda. The Company's Industrial and Automotive batteries are exported to APAC, Africa and the Middle East.
The company is listed on The Stock Exchange Mumbai and The National Stock Exchange.
Johnson Controls is a global leader in interior experience, building efficiency and power solutions. The company provides innovative automotive interiors that help make driving more comfortable, safe and enjoyable. For buildings, it offers products and services that optimize energy use and improve comfort and security. Johnson Controls also provides batteries for automobiles and hybrid electric vehicles, along with systems engineering and service expertise. Johnson Controls (NYSE: JCI), founded in 1885, is headquartered in Milwaukee, Wisconsin. Its sales for 2009 totaled US$ 28.5 billion.
Safe Harbor
Some of the statements in this news release that are not historical facts are forward-looking statements. These forward-looking statements include our financial and growth projections as well as statements concerning our plans, strategies, intentions and beliefs concerning our business and the markets in which we operate. These statements are based on information currently available to us, and we assume no obligation to update these statements as circumstances change. There are risks and uncertainties that could cause actual events to differ materially from these forward-looking statements. These risks include, but are not limited to, the level of market demand for our products, the highly-competitive market for the types of products that we offer, market conditions that could cause our customers to reduce their spending for our products, our ability to create, acquire and build new businesses and to grow our existing businesses, our ability to attract and retain qualified personnel, currency fluctuations and market conditions in India and elsewhere around the world, and other risks not specifically mentioned herein but those that are common to industry