Moser Baer launches its Bengali home videos in East

Moser Baer India Ltd on July 19, 2007 has announced that its launch of Bengali titles in the Home Video market with 75 popular Bengali titles. The titles will be available at attractive price points of Rs 28 for VCDs and Rs 34 for DVDs. The Company has earlier launched titles in Tamil, Malayalam, Kannada, Telugu, Marathi, Gujarati, English and Hindi.

The Bengali titles include popular and super hit films like "Sathi Amar" starring Prosenjit Chatterjee & Rachna Banerjee, "Parama" starring Rakhee Gulzar & Mukul Sharma, "Barood" starring Mithun Chakravarty, Usasi Misra, "Ram Lakshman" starring Prosenjit, Sandhya Roy, "Raasta" starring Mithun Chakravarty, Dolon Roy, Raghubir Yadav, "Rakhe Hari Mare Ke" starring Prosenjit, Rachna Banerjee, "Dhanni Meye" starring Uttam Kumar, Jaya Bhaduri and many other such hit titles, in addition, the Company has launched two new Bengali films in home videos for the first time "Swapno" starring Prosenjit, Jishu Sengupta, Sayantani and "Aamra" starring Jishu, Parambrata and Nilanjana at the same price points.

Bengali Super Star Prosenjit Chatterjee graced the Occasion as the Chief Guest and formally launched the Company's home video products at Kolkata.

The Company's entertainment division, based out of Mumbai, has presence across the country in all major metros as welt as in smaller towns through an active and well-organized three-tiered channel. The move wilt also take advantage of an already established the Company's production capability and a welt developed distribution network. This is enabling the Company to change the quality-price parity and offer value for the consumers.

The Company's entry in Home Videos since the Launch of the Tamil range in January 2007 has received overwhelming response across the country. Within a short time, the Company has established its Price - Value equation among the consumers by offering high quality home videos at attractive, prices with wide range, aggressive marketing and Large distribution.

The Company has already lined up 35 distributors in the state of West Bengal and stocks shall be soon available in around 5,000 outlets, including stationery shops, telecom shops and regular audio and video outlets. The distribution of products is being supported by Cycle Carts specially developed for Eastern market, offering quick access to popular titles for the consumers at their homes.

According to, Yogesh Mathur Group CFO of the Company, "With this we complete our Launches in most of the key Languages, making us the first Home Video Company in the country to have a presence in all important languages in addition to a national presence through Hindi and English titles launched recently. I believe that at these price points, consumers will finally have a chance to 'Own Tollywood'."

The Company will be creating the consumer pull and awareness for these Bengali titles through TV campaign starting from next week and will also use the popular press to reach out to consumers and communicate the value proposition offered. The business model is based on creating strong awareness and demand among the consumers and towards this, it is working on an aggressive marketing strategy.

The Company's new division is close to acquiring copyrights / exclusive license for more than 7,500 titles in all major Indian languages, which comprises a third of all movies produced till date in India. With world-class packaging, wide distribution reach and global quality production standard in each product, customers will be given a compelling value proposition.

The entertainment business wilt continue to add new titles in Hindi English, Tamil, Bengali, Kannada, Bhojpuri, Marathi, Bengali, Gujarati and Punjabi languages. With 18 CFAs, 475 distributors and a dedicated sales force, this division will also set up owned and branded outlets at about 300 locations in addition to its alliances with large format stores. One such Moser Bear Franchise store was inaugurated today at Kolkata at O.P. House, Ultadanga Crossing, which offer the entire Moser Baer range of products in one location in a comfortable atmosphere.

Source : Equity Bulls

Keywords