Bacardi-Martini India has launched Mixx Store, an online music and video download store powered by Hungama.com, at MixBacardi.com that aims to promote the Bacardi white rum brand among the youth. The online store allows users to download music, videos, ringtones, mobile wallpapers at Rs 10 a piece or Rs 99 for unlimited downloads for a month, both on PCs and mobile handsets.
Over time, Bacardi hopes to build a community around the brand on the website. The company is also rolling out a number of schemes and offerings to promote the brand and the site, such as contests to participate in events both in India and abroad, coupons on purchase of the brand to download music free of cost, and invites to parties.

Mahesh Madhavan, president and CEO, Bacardi-Martini India, has said, “Over time, we hope to see a couple of million consumers on the site as a base. Of that if we can get 70,000 or even 50,000 consumers to the Bacardi fold, we would have done our job.” Bacardi has been spending 2 to 3 per cent of its budget on brand building on internet and plans to increase it to about 15 per cent in a year or two.

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