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Vijaya Karnataka today carried a front page ad for ITC Vivel Soap. The advertisement was about free designer jewellery offered with every Soap.  The fineprint says that its imitation jewellery and that the offer is valid in Karnataka only. Vivel according to the ITC website is a product for the upper-mid and mid-market consumer segment. Will this offer entice them?

The advertisement by itself I thought is good.Kareena Kapoor, the large format and presence on the front page of a leading Kannada daily will create the necessary awareness enough to look out for a Vivel soap or to consider it at a point-of-sale. The experience at the POS, quality of the free jewellery and the product by itself will determine if the first time consumers of Vivel will stick on.

Apparently these kind of offers have happened in the past too, but the only offers I can recollect are of Shampoo sachets stuck to soaps or x% of extra soap being given free for the same cost. Though its impossible to guess which of these offers a lady will buy into at a given time. the jewellery angle does seem highly probable. But most urban upper-mid I know are smart, have a mind of their own and are very particular about what they use. How easy is it to convert such consumers?