LAVA International floats an aggressive marketing strategy; announces partnership with IIFA and KBC as sponsors
New Delhi, August 07, 2013: LAVA International, one of the fastest growing mobile handset companies in India has announced today that the brand has partnered with the 14th Annual International Indian Film Academy Awards (IIFA), one of the biggest and the most awaited events of Indian film industry held in Macau recently, as a ‘Powered by’ sponsor. 14th edition of IIFA awards would be broadcasted on Star Plus, the exclusive global broadcast partner of the IIFA Awards for the last seven years. Lava is pleased with this association where excellence is celebrated and cherished by all.
LAVA is also proud to be chosen as the ‘Associate Sponsor’ of the most respected Indian reality game show Kaun Banega Crorepati (KBC) Season 7, hosted by Mr. Amitabh Bachchan, which will be aired soon on Sony Entertainment Television.
LAVA is augmenting its brand recognition with sponsoring two of the most important events of the year in the media and entertainment sphere. The brand’s aggressive marketing strategy has been designed to create targeted visibility for LAVA’s upcoming premium series of mobile handsets, the IRIS Pro series. The smartphones which shall come with a promise of ‘Art meets Smart’ will soon be launched in the market to compete in the niche category of high-end smartphones.
“LAVA’s brand promise is to create products with an extremely strong proposition that will captivate the Indian consumers. Our focus now is to acquire a larger pie of the mid to premium smartphones market in India and that requires us to position ourselves differently and take off from the platform established over the last four years of our journey. The LAVA IRIS Pro Series handsets have been designed to deliver the same promise, and we need to showcase that to the right audience” said Mr. Hari Om Rai, Co-Founder & Director, LAVA International Ltd.
“Lava has a total marketing budget in excess of 60 cr planned for FY 13-14, which is an increase of 100% over last year. We will be spending approximately 50% of this on TV advertising since that will give us maximum reach. We are also looking at BTL and Digital as key strategic channels that will require extensive focus and investments in the coming year. For our upcoming premium series, Iris pro, we already have plans of spending close to 20cr across all marketing mediums. Sponsorship tie-ups with IIFA and KBC are great platforms to create premium visibility for LAVA as a brand and its products,” said Tarun Verma, Marketing Head, LAVA International Ltd.
LAVA International closed the financial year of 2012-13 with revenue slightly higher than INR 10,000 million, crossing total volume sales of 1.1 million units in the month of July alone.
About Lava International Limited
LAVA International Ltd established in 2009, is amongst the top Indian brands in the mobile handset industry. As a brand that strives to understand customers’ requirements deeply and has a complete in-house R&D center to convert those needs into products, Lava brings in products that offer superior value through good quality and best-in-class features at an affordable price. Headquartered in New Delhi, India, the company has offices in Mumbai, Bangalore, Kolkata, and abroad.