ike all direct marketing companies, this one too professed that it did not believe in advertising on mass media when it made its debut in India. Amway, however, has been changing that stance gradually. From the odd print ad, it is now TV commercials.

The company launched its first TVC to 'attract attention of the public to its world class products'. That is how Stephen Beddoe, director, distributor relations and marketing, Amway India, explains the reason for launching the TVC of the direct marketing company.... more