Amway India launches TV campaign

Amway has been a print advertiser for sometime, and according to William Pinckney, managing director and CEO Amway India, adopting television was a conscious decision for the company seeing its rise in popularity as a medium.

The print campaign will continue in parallel.

Talking about the catalogue retail business, Pinckney said that from past experience, Amway knows that "limited edition" catalogue products that are available only for a limited period of time, or until stocks last, contribute about 5-7 per cent of the total revenue. Hence, for the sixth consecutive year, Amway India has come up with its ''limited edition festive gift catalogue'' range of products.

The catalogue includes Amway ''coreline'' products, specially packaged for this category, with a mix of some ''non-coreline products'' or co-brands.

Before the year ends, Amway India intends to launch its colour cosmetics segment, comprising a set of six nail enamels, six shades of lipsticks and one shade of eyeliner. The company will bring these to market under the brand name Attitude, which is an indigenous brand developed for the Indian market.

The number of products in the two editions adds up to 40. The Spring Catalogue came out in March, and Gift Catalogue in September.

Co-brand partners with Amway India include Cookie-Man of Australia, Leonardo Pomace Oilve Oil, the Noritake premium range of dinner sets of Japan, and Arrow ties.