LED is the new red

Eveready's Give Me Red campaign that dominated the advertising space in the early 1990's, but lost much of its colour subsequently, was introduced about two decades back. It followed the introduction of the red plastic shielded leak-proof batteries which replaced the earlier range of white ones. Now, once again the Eveready brand, which was hitherto identified with dry cell batteries, is regaining its lost colour . And the company is actively branding itself as a portable power and lighting company. In fact, the Kolkata-based company, which has recently launched an aggressive "switch to the brightest LED bulbs" campaign, wants its LED bulbs to be the face of the brand in the coming days. It has already spent close to Rs 9 crore on advertising during the ongoing IPL.