The success of the US$2.5 million, two-month marketing effort will be measured by how many of the 358 million shares on offer are snapped up, said Kematat Paladesh, senior executive PR director at agency Spa Advertising.
The TVCs will be supported by press ads, display ads on airport counters, airport x-ray machines, close circuit TVs at airport lounges and about 1,000 banners at various commercial banks. International investors will be reached through print ads in titles including Time and Fortune.
Roadshows have begun in 16 countries including Singapore, Hong Kong, Tokyo, London, Frankfurt and New York "to create awareness, branding and sell the shares".
Some 40 per cent of the shares are targeted at overseas investors, mainly institutions.
