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Everest wins beer brand, Mount Shivalik

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | June 17, 2008
The size of the business is approximately Rs 5-7 crore. The brand aspires to penetrate other markets soon

Everest & #BANNER1 & # Brand Solutions has won the creative business for Mount Shivalik Breweries. Mount Shivalik Breweries is one of the leading beer makers in the country. Everest will build the group's Thunderbolt, Golden Peacock and Punjab 6000 brands. The size of the account is around Rs 5-7 crore.

D Rajappa, president, Everest Brand Solutions, says, "The differentiation as a brand is very limited, but the imagery created will make all the difference." Everest aims to build on the customer loyalty that the brand enjoys in North and East India.

Rajiv Bali, managing director, Mount Shivalik Breweries, says, "Mount Shivalik owns and markets a slew of beer, soda and bottled water brands. Amongst these, Thunderbolt enjoys leadership in many Indian states in the strong beer category. Golden Peacock and Punjab 6000 also enjoy strong brand loyalty." The brand intends to penetrate other markets as well in the future.

Mount Shivalik's deputy managing director Sanjiv Bali says, "We have chosen Everest as a partner to help us build brands that have a loyal following, akin to what Thunderbolt enjoys in North and East India. We expect to benefit from Everest's vast experience, passion and commitment to building brands."

Navin Saraswat, chief executive officer, Everest, says, "Our early market surveys have helped us uncover some interesting challenges and to unearth insights that lend themselves to brand communication."

The Mount Shivalik Group, the largest independent brewing group in India, is responsible for the bottling of Cobra and Stroh's beers at its facilities in Rajasthan and Punjab, for the domestic market. Cobra is handled by Euro RSCG.

The media mix comprises television, print, outdoor and radio. This is the first time that Mount Shivalik will have a TV commercial.