In today’s competitive marketplace the pressure on organizations to find new ways to shape and deliver value to customer grows ever stronger. Gradually, in emerging economies as well as developments markets, the power of the seller has overtaken that of the customer. Rural Market not only provide huge untapped market but also adds large customer database and profitability to maintain and stabilize the marketing of FMCG, which are Highly Competitive in nature, Market Penetration Strategy plays a crucial role. Ask any Indian consumer to name a Battery and the first brand that comes to mind is Eveready. Not just among batteries, Eveready is a powerful brand across categories. Eveready has a portfolio comprising dry cell batteries (carbon zinc batteries, rechargeable batteries and alkaline batteries), flashlights (torches), CFLs (Compact Fluorescent Lamps) and packet tea. Recently it has also forayed into the mosquito repellant industry. Eveready’s strength is the result of a continuous and well–orchestrated brand development strategy that maximizes the value from each consumer touch–point. GIVE ME RED Is the iconic urban face of Eveready. The advertising byline of the popular Red series of batteries, it is today symbolic of the empowered urban lifestyle that the brand reflects. The original, path–breaking campaign won as many as 11 advertising awards.