Modi Enterprise is expected to launch its online lottery Sunshine, next month, with a media spend of Rs.100 crore. A multi media ad campaign handled by Rediffusion and Media Edge is going to break few days before the launch. The company has got the license from Manipur government to operate for running the online lottery.

Speaking with exchange4media, Sunil Kataria, Director-Marketing, Modi Enterprise said, "The advertising for Sunshine will be handled by Rediffusion, while Media Edge will look after the Media. We will be putting in around Rs.100 crore behind advertising and promotions."

Further revealing their promotional strategy, Kataria added, "The paper lottery industry in India has a pretty down market image and is pretty commoditised. We intend to create a differentiation in the lottery domain by creating a strong brand with a unique set of values that consumers can identify with. Our brand Sunshine India Lottery will stand for the value of responsible optimism to create an emotional connect with the consumers. Moreover, we will create value added games that will create more winners".

While the campaigns for Sunshine will break a few days before the launch of the lottery, Modi's will be looking at all the advertising mediums including print, outdoors, TV and POPs.

The coming of online lotteries has come as a boon for the Indian ad industry. Playwin, the only player in the market has also splurged more than Rs.100 crore in the first year of its operations, as per the industry grapevine. Another online lottery player, Dhan Dhana Dhan, from the Forbes Group stable is also planning a launch soon with intentions to spend more than Rs.100 crore on the brand promotions front. With the entry of few more players, the online lottery market is poised to snow ball into a major source of revenues for the ad industry.