Radico Khaitan identified a need gap in the RTD category and leveraged the brand strength of its Magic Moments vodka to launch Magic Moments Electra. While formulat- ing the blend for the vodka-based Electra, the Indian drinkers’ overwhelming preference for strong beers was given due consideration. Hence, Electra was launched with the higher 8% alcohol content in colourful international flavours of Appletini, Cosmopolitan, Agent Orange, Starry Night Martini and Mojito. Introducing these new flavours RTD, which are globally relatable, popular cocktail names, gave Electra a competitive advan- tage.
Electra, with its premium youthful packaging, strong and trendy brand name and logo, was pitched as and gained high visibility and premium perception as a party drink. Its campaign ‘Kick the boring’ with 8% highlighted appealed to the male TG. Its pricing was kept Rs 10-15 higher than the largest selling brand to reinforce premium perceptions.
Also, the all-natural Electra with its innovative pull-off cap created an appeal of new world trendy packaging along with functional convenience.
Electra also benefitted immensely from the unique brand property ‘Electrathon’, a digital game, which was amplified across the digital space and on ground. It recorded 9.75 lakh impressions with a 14.62% CTR on FB, 4.59% on Vdopia and 4.31% on Saavn.
The brand also fared well on the revenue front. It achieved a 30-60% market share in certain markets with commendable success, including UP, Rajasthan, Punjab, Karna- taka, Orissa and Assam. It also opened up a larger base of premium on-premise outlets and star properties in important markets like Rajasthan. It is currently in the phase of introducing new flavours.