BANGALORE: The Indian Machine Tool Manufacturers Association (IMTMA) will be spending around Rs.27.5 million towards media and marketing spends for the 15th edition of its flagship event, IMTEX 2011.

Last year IMTMA spent around Rs.25 million, said sources at IMTMA.

IMTEX is an international exhibition on metal-cutting machine tools and manufacturing solutions.

The spends include radio jingles, television ads on TV18 group of channels, NDTV and Suvarana 24x4, print ads, email pushes, online spends and SMS to people in its database asking them to visit IMTEX 2011.

IMTMA has created a 20 second TVC based on clippings of past exhibitions with the help of a local Bangalore producer. Media buying is through Madison Media. The association expects around 100,000 visitors to the exhibition, up by 20,000 from the last edition’s 80,000 visitors at the same venue.

IMTEX 2011 will be held between January 20 and January 26 at IMTMA’s own state-of-the-art exhibition facility – Bangalore International Exhibition Centre (BIEC) on Tumkur Road, Bangalore.

The 13th edition of IMTMA’s exhibition TOOLTECH – 2011 will also be held concurrently at the same venue. Spread across 40,000 square metres, the exhibition will feature over 800 exhibitors and 750 machines with a total value of Rs 14 billion. Exhibitors from across 23 countries including India will be participating in the exhibition this year.