DSP Black Whisky "Comes Alive" in New Pack

Company Brief

Mumbai, September 14, 2007

One of the fastest growing brands from United Spirits Limited (USL), DSP Black is all set to rock the Indian market with an all new young and vibrant pack and invigorating communication. The new look reflects the colors of the night, giving a shimmering outlook by using the state of the art holographic technology. This unique effect expresses the convergence of all the colors of night and every facet of exuberant imagination. The brand is launching an aggressive outreach program to unveil the proposition of "Come Alive" through the first unique DSP Black Rockilution, a 7 city rock music competition.

Mathew Xavier, Business Head, United Spirits Limited (USL), sharing the growth plans for the brand said "DSP Black has the right balance of youthfulness and premiumness, and therefore has a significant role in tapping new consumers in the segment. The endeavor on transforming the brand with the new attractive packaging and communication is in line with our renewed focus on the brand. We are driving a double digit growth for DSP Black and are confident that we will surpass our own benchmark of sale of 9 lac cases last year by a healthy margin this year."

DSP Black Rockilution is a rock music competition for professional and semi professional bands that will be held in Pune, Mumbai, Gurgaon, Ludhiana, Hyderabad, Bangalore and Kolkata, over a month. The grand finale is set to take place in Mumbai at the Hard Rock Café on 14th October'07. Judging the bands across would be Gary Lawyer - the pioneer of rock music in India and Mahesh Tianikar - the lead guitarist for Indus Creed known for his cool image in concerts.

DSP Black is set to add several such youth talent promotion platforms in the next few years and become the symbol for status and fun. The brand is especially appealing for the young entrants into whisky, in the age group of 22 to 28 years, who want to portray their arrival in life with style and maturity.

For Further Details Contact:

Shefali Kotnala

United Spirits Limited

Mobile: 91-98863-78407

shefalikotnala@ubmail.com

Pallavi Swaraj

ActiMedia India Pvt Lmt.

Mobile: 9819230585

email: pallavi@actimediaindia.com