afaqs!

SABMiller calls on people's passion for its new beer, Indus Pride

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 02, 2009
The brewer ropes in TequilaIndia to activate its latest launch, Indus Pride in Karnataka and Rajasthan

Considering that the ICC Twenty20 Cricket World Cup 2009 is round the corner, there could not have been a better time for a brewer to launch a new beer. Though the timing might be co-incidental, SABMiller has launched a new beer, Indus Pride in Karnataka and Rajasthan. It has roped in TequilaIndia, the marketing services outfit of TBWA, to take the brand experience amongst its consumers.

Tequila has planned a multi-city, below-the-line activation to fulfil two of SABMiller's primary objectives - create a connection between consumers and the brand's proposition (100% Passion. 100% Malt) and generate maximum trial for the brand. The campaign, Passion Hour does just that by quizzing people on what are most often referred to as India's two biggest passions: cricket and Bollywood.

& #BANNER1 & #Daljeet Kataria, head, trade marketing, SABMiller, says in an official communiqué, "Indus Pride is a focus brand for us this year. We are expecting to create consumer buzz through aggressive activations aimed at trial generation and sampling. With Passion Hour, our endeavour is to establish the brand connect using the platforms of Bollywood and cricket. We expect Tequila to demonstrate its potency in experiential activations in a challenging environment like the mainstream bars."

John Mathew, managing director and national creative director of TequilaIndia, tells afaqs!, "The brand is all about passion in a bottle. We are going to make this brand experience come alive for the consumers at various touch points by rewarding them for being passionate. The brand has created a very sharp and accurate focus for the Indian market."

Passion Hour will begin its mission from Bengaluru next week. A Tequila team will travel to 25 bars in the city and will ask people to take the Passion Test, which comprises a few questions to estimate how passionate the contestant is about either Bollywood or cricket. Every right answer will earn a pint of Indus Pride.

Mathew says that TequilaIndia is very excited to work on this campaign with SABMiller. Initially, the agency will focus on creating the brand experience and generating trials on-ground; and later, it will also come out with a few digital marketing solutions for the new brand.