FMCG Games

Business Line : Industry & Economy News : FMCG firms ad(d) games to target youth: "Kiss your colleagues and not get caught? All that matters is the confidence that comes with the fresh breath, as toothpaste brand Close-Up's advergame Fire Freeze will have you believe. In other games, FMCG (fast moving consumer goods) firms have launched of late, Reckitt Benckiser takes you on a free-running adventure around the world, online.

Urban Thrill is a major component of RB's corporate brand campaign. Just over two weeks into the launch, it has had over one lakh visits. Reckitt's 19 Powerbrands, including Dettol and Harpic feature in it. The grand prize is a trip for two and a spending money of £2,000 to one of the nine cities where the game is set. “We are always looking for ways to make ourselves better known among the next generation of people,” says Mr Chander Mohan Sethi, CMD.

Close-Up's game is available on two DTH services — Reliance Digital TV and Dish T; the first time a game is available on two services. Says Mr Srinandan Sundaram, Category Head (Oral Care & Deodorants), Hindustan Unilever: “Gaming, combined with the wide reach of DTH TV is the ideal route to involve youth. With this game, we bring interactivity to otherwise passive advertising on TV.” HUL has online games for its deodorant Axe too"