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Surya Foods to launch festive promotional campaign in UK

FBR Staff Writer Published 24 October 2012

Surya Foods is launching a promotional campaign in the UK to celebrate Indian festival of Diwali. The campaign will bring together some of India’s favourite brands such as Laila, Britannia, Bikano and Laxmi.

The campaign will mark one of the important festivals of the Indian calendar, which indicates the start of the Hindu New Year. It will be launched exclusively through independent retailers, including TV advertising on Star, event sponsorship and in-store merchandise.

Surya director Harry Dulai said that working with Indian household brands in the UK, the company has created an integrated promotional campaign that will become an annual promotional event across the UK's independent retailer base.

"Merchandising works particularly well when linked to festive periods; in some cases we have seen such merchandising resulting in a ten-fold increase in sales and our intention going forward is to work closely with our valued independent retailer base to celebrate this very special festival," Dulai added.

The Diwali Dhamaka campaign will support retailers with price promotions and in-store merchandizing, including posters, bunting and pallet skirts.

Most activity supporting Surya's Diwali Dhamaka promotional campaign, including the distribution of special Diwali Dhamaka newsletters, will be taken up in London, Birmingham, Leicester and Manchester.

Surya Foods markets products from around the world and specialises in Asian, Afro-Caribbean, Oriental, Kosher, Polish and Halal foods.