Diva Detergent Powder awards deeds to grand prize winners

Saturday, 24 March 2012 00:00 - - {{hitsCtrl.values.hits}}

Diva, the flagship detergent powder brand of Hemas FMCG was introduced to the Sri Lankan market in 2003, and was the first local detergent powder to enter the market. The main objective of Diva was to convert soap users to use detergent powder. Diva detergent powder dominated the market by introducing a range of products for different needs- products that are effective, efficient and affordable to all. The powder was initially introduced to the market in 1kg packets and sachet packs.

Since the products initial launch, Diva’s market share has expanded rapidly with more and more consumers converting from soap to detergent powder. Within a short span of time Diva made a significant change in the marketplace. By over-taking many multinational brands, Diva has changed the lives of Sri Lankan housewives by making household chores easier and removing dirt faster with minimal effort. Diva re launched its products with a new formula under the ‘Kirala manila wadakarana nuwanakkariya’ theme.

Following its popular consumer demand and success, Hemas FMCG wanted to reward its consumers by having a promotion. The ‘Ravumata Idamak’ promotion started in May 2011, in three stages offering many incentives to its customers in purchasing Diva Detergent Powder. Many customers reaped the benefits of several prizes from the promotion. Ranjani Kumari, a teacher by profession and the proud winner of the first stage Ravumata Idamak promotion said: “This was an excellent promotion and I am very happy to be one of the grand prize winners. The Ravumata Idamak promotion served well to promote the brand in the marketplace as well as create happy customers. Promotions such as this will definitely increase engagement with the brand.”

It is the first time in Sri Lankan history that consumers have been able to participate in a competition like this, bearing over five million rupees worth of prizes. The promotion proved to be popular among customers, as evident through the countless entries received. Due to this high consumer demand, a fourth stage was introduced and the competition was extended to the 31 October 2011.Overall, Diva Detergent Powder’s promotion of ‘Ravumata Idamak’, led to four grand prize winners, as well as numerous spot prizes through the purchase of Diva’s Detergent Powder.

To further commend the winners, a grand event was held at Hemas’ head office on Baybrooke place on the 22 February. The four grand prize winners were awarded deeds to plots of land at the event that was organised by Hemas management. The winner of the grand prize of the final stage of Ravumata Idamak said, “I am lucky to be one of the four grand prize winners. Winning such a valuable prize is an asset not only to me but my entire family.” The memorable event was held to ensure that the grand prize winners received their deeds as well as increased awareness of the brand to many more smart women out there.