SBU: G&L undertook a rebranding exercise last year and the Balmerol logo was given a new and modern look. Subsequently an intensive Brand Campaign for Balmerol was launched in January 2013 and continued till March 2013 in select territories in all the four regions of the country:
East: Kolkata, Hooghly, Burdwan, Durgapur, Asansol, Bhillai, Durg, Raipur, Bilaspur
North: Kanpur, Lucknow, Varanasi
South: Chennai, Salem, Erode, Coimbatore, Namakkal
West: Nagpur, Bhandara, Gondia, Wardha, Yavatmal, Chandrapur.
The campaign included Mechanic Meets, Van campaigning, In-shop Branding, Wall Painting, Hoardings and Radio jingle on FM channels. Besides, Distributor, Dealer and Stock point Boards were put up. The radio jingle in Hindi and Tamil, which played for six weeks in popular FM channels, received good response due to the catchy tune. The growing brand awareness reflected in a significant growth in retail sales and numerous requests from other Distributors to replicate the campaign in their territories bear testimony to the success of the campaign.News & Events
The 18th Education Course on "Greases for Steel Industry" was organised by NLGI-India Chapter on 22nd & 23rd September 2016 at Jamshedpur. Three Executives from ARL were invited as Faculty to deliver presentations on different topics.
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A national level seminar “Army’s Fuelling Needs: Future Outlook” was organized by the Army on 29th June 2016 at the Manekshaw Centre, New Delhi. G&L participated in the seminar and a stall was also put up to show case our products and services.
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North Industrial Lube Sales team of SBU: G&L conducted a Channel Partners Meet at Hotel Country Inn, Sohna on 25th & 26th May. Twelve of G&L’s regular industrial distributors from the Northern Region participated in the Meet. The program covered technical training on various aspects of lubrication and demonstration of field used oil analysis,to equip industrial distributors with requisite technical knowledge for handling customer queries effectively.
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G&L participated in the 10th International Symposium on Fuels and Lubricants [ISFL] - 2016 held at Surajkund, New Delhi from 18th to 20th April 2016. D Sothi Selvam, Director [Manufacturing Businesses] and Mr. Sreejit Banerjee, COO [G&L]. Mr. Sothi Selvam was the Chairperson for one of the sessions in the conference. Balmer Lawrie was one of the silver sponsors of the event.
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A Customer Meet was organised by SBU:G&L at Hotel Fortune Inn Grazia, Ghaziabad on 19th March 2016. Top industries of Ghaziabad and surrounding areas including our customers from NCR were invited. Around 50 participants attended the Meet.
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