With its launch in 2008, Kingfisher Blue started a new era of adventure for the adrenaline junkies and thrill seekers of the country. Positioned as the beer for the younger drinkers who seek adventure and thrill, Kingfisher Blue has carved a niche for itself in the cluttered beer market and has always lived up to its promise of adventure.
This unique positioning of the brand saw the genesis of “ Blue Freedom –1” campaign in 2010 and later on “Blue Freedom –2” in 2011 that reflected the attitude of today’s youth, and aptly reinforced the brand essence and the positioning.
With an objective of taking the brand essence to the next level, Kingfisher Blue has now come up with an all new campaign that builds and borrows from the thought of Blue Freedom. The campaign captures the moments of actions that inspire the youth to break away from everyday monotony. With the message “Time to break free”, the campaign showcases people in actions of freeing themselves from the elements that hold them back to the mundane life.
The campaign shows young individuals trying to free themselves from every day elements that hold them back to their mundane life. Depicting liberation from constraints, the campaign aptly displays people breaking free from a watch and sky diving, breaking free from a laptop to go dirt biking and seeking freedom from a mobile phone to go scuba diving. All the elements come fittingly together capturing the moments of actions that inspire the youth to break free.
Talking about the new campaign, Mr. Samar Singh Sheikhawat, Senior Vice President – Marketing, United Breweries Ltd said, “Kingfisher Blue with its distinct, clean, crisp and refreshing taste is positioned as a young & sporty brand in the premium beer space. The brand has always embodied an active, outdoorsy and adventurous life. The new campaign is built and borrowed on the thought of Blue Freedom and showcases an attitude which inspires youth to break free from the daily routine humdrum of life and do something adventurous. With the new message “Time to break free”, the campaign shows young individuals liberating and emancipating themselves from the chains that hold them back. We are sure that the new communication will re-inforce the brand imagery and enhance the brand’s essence and generate considerable excitement”
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