Table 1
Major segments, brands, and advertising campaigns in Mumbai, India
| Segment/brand | Advertisement description | Advertised in higher/lower SES area | Present in print |
|---|---|---|---|
| GPI, Godfrey Phillips India, Ltd; GTC, Golden Tobacco Company; ITC, Indian Tobacco Company; VST, Vazir Sultan Tobacco Company. | |||
| *Smaller plain segment cigarettes that compete in the bidi (hand rolled cigarettes) segment. | |||
| US$1 = approximately Rs45. | |||
| Super premium | |||
| ITC Insignia. Cost: Rs100 for 20 | “Where quality touches infinity”, “redefine perfection” | Higher | India Today, Business Today |
| Premium | |||
| ITC Wills Classic/Mild Filter: King 70–74 mm. Cost: Rs60 for 20 | “Discover a passion” | Higher | None |
| ITC Wills Navy Cut Filter: <70 mm. Cost: Rs46 for 20 | “Made for each other” | Higher | None |
| ITC Wills Silk Cut Filter: Actech. Cost: Rs46 for 20 | “A blend so right a filter so fine” | Higher | None |
| ITC Gold Flake/Lights Filter: Regular 68 mm. Cost: Rs24 for 20 | “It’s Honeydew Smooth”, Smooth, exquisite, timeless. But then, all art is” | Higher and lower | The Week, Business India, India Today, Filmfare |
| GPI Four Square Filter: Regular. 68 mm Cost: Rs24 for 20 | “Man with the smooth edge” | Higher and Lower | Outlook, Filmfare |
| Bingo* | |||
| ITC Bristol | “Rise to the taste” | Higher and Lower | None |
| GPI Red and White. Cost: Rs14.50 for 10 | Text in Hindi “Hum red and white peene walon ki baat hi kuch aur hai” | Higher and Lower | Stardust film magazine |
| VST Charms | “The taste that sets you free” | Lower | |
| GTC Platinum. Cost: Rs17.50 for 10 | “Smoother than gold” Launched in 4/03 | None | Mumbai Mid Day insert |
