Carlsberg on the prowl for creative agency

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | August 09, 2010
Currently, the brand's creative duties are handled jointly by its in-house team and an agency called Bounds

Carlsberg, the Denmark based global beer maker, is on the lookout for a creative partner in India. Sources have confirmed that three agencies are in the fray, including Bates 141. The pitch is in the initial stage.

While Carlsberg's media duties are being handled by MPG, the creative work is looked after jointly by an agency called Bounds and Carlsberg's in-house team.

The brand, with a network of dealers and retailers in16 states across the country, has so far relied on print, outdoor, radio and on ground.

Recently, in a bid to woo strong beer drinkers, the company launched Tuborg Strong. Besides, the company already has three established brands in various categories, including Carlsberg (super premium mild beer), Palone (premium strong beer) and Tuborg (premium mild).

The beer market in India has grown at 10 per cent in the last three years and is forecasted to grow at 10.5 per cent CAGR, while the strong beer category will constitute 11-12 per cent CAGR of this. The strong beer segment continues to dominate beer consumption with a formidable 76 per cent market share.

Traditionally, Maharashtra, Andhra Pradesh, West Bengal, Delhi, Rajasthan, Orissa and Haryana have been the dominant states for consumption of strong beer.

In India, beer consumption is expected to touch 200 million cases by the end of the current financial year.

For the record, Carlsberg entered India in 2006 as part of a joint venture, Carlsberg India Private Limited, to build a green field brewery in Rajasthan. So far, it has set up four state of the art breweries in India.

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