Cobra Beer, which entered the Indian market in 2005, has awarded its creative duties to Euro RSCG. MPG, the media arm of the Havas Group, which also owns Euro RSCG, will be the AOR (agency of record) on the business.
In an official communiqué, the company claims to have allocated a budget of Rs 7 crore on media spends.
The business has moved to Euro RSCG following a multi-agency pitch. The other agencies in the fray for the business were Law & Kenneth, Grey Worldwide and Triton Communications.
Perses Bilimoria, regional director, Cobra Indian Beer, says that India and the UK are two different markets, so the communications for these markets will be different. This means that Euro RSCG will soon roll out new creatives for the brand.
Although the company plans to use all media platforms, be it above-the-line, below-the-line or outdoor, Bilimoria says that, initially, the focus will be on outdoor and over-the-counter marketing.
On awarding the business to Euro RSCG, Bilimoria says, "We were on the lookout for an agency which had the basic understanding of a beer brand and could work on that knowledge in accordance with the Indian market."
"The masses need to know that that even though we come in as an international brand, our roots are in India," adds Bilimoria.
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