Best Product Debut – Silver By 28 Dec 2016 in Cover Story New Update Radico Khaitan identified a need gap in the RTD category and leveraged the brand strength of its Magic Moments vodka to launch Magic Moments Electra. While formulat- ing the blend for the vodka-based Electra, the Indian drinkers’ overwhelming preference for strong beers was given due consideration. Hence, Electra was launched with the higher 8% alcohol content in colourful international flavours of Appletini, Cosmopolitan, Agent Orange, Starry Night Martini and Mojito. Introducing these new flavours RTD, which are globally relatable, popular cocktail names, gave Electra a competitive advan- tage. Electra, with its premium youthful packaging, strong and trendy brand name and logo, was pitched as and gained high visibility and premium perception as a party drink. Its campaign ‘Kick the boring’ with 8% highlighted appealed to the male TG. Its pricing was kept Rs 10-15 higher than the largest selling brand to reinforce premium perceptions. Also, the all-natural Electra with its innovative pull-off cap created an appeal of new world trendy packaging along with functional convenience. Electra also benefitted immensely from the unique brand property ‘Electrathon’, a digital game, which was amplified across the digital space and on ground. It recorded 9.75 lakh impressions with a 14.62% CTR on FB, 4.59% on Vdopia and 4.31% on Saavn. The brand also fared well on the revenue front. It achieved a 30-60% market share in certain markets with commendable success, including UP, Rajasthan, Punjab, Karna- taka, Orissa and Assam. It also opened up a larger base of premium on-premise outlets and star properties in important markets like Rajasthan. It is currently in the phase of introducing new flavours. Subscribe to our Newsletter! Be the first to get exclusive offers and the latest news Subscribe Now You May Also like Read the Next Article