Rediffusion DY&R, Bangalore, bags two United Breweries brands

Rediffusion DY&R, Bangalore, has added two more brands to its kitty. These include the beer brands ‘Jaguar’ and ‘UB Ice’, both from the house of United Breweries. While ‘Jaguar’ has moved from JWT, the ‘UB Ice’ business has been lost by FCB Ulka.

In addition to these, Rediffusion has also bagged an ‘innovations project’ from United Breweries which involves various initiatives for the product category as a whole. The size of the business is estimated to be around Rs 5 crore. The media duties continue to be with one of the Group M agency.

Shekhar Ramamurthy, executive vice-president, marketing and sales, United Breweries, confirms this development to agencyfaqs!. He says, “We were searching for an agency that could infuse a new kind of freshness into the two brands, and add a whole new dimension to the brand positioning. We have been in touch with Rediffusion DY&R in the past, and that added to the comfort level.”

Ramesh Srivats, vice-president, Rediffusion DY&R, South, adds, “The two brands had reached a stage where they required a wild and imaginative approach. I’ll say it was our unique strategy and innovative approach that worked in our favour.”

The media mix for these is yet to be finalised, but press and outdoor may be leveraged in some way.

‘Jaguar’ was launched around a year ago, and has a presence in Karnataka and West Bengal. ‘UB Ice’, on the other hand, is present in Karnataka and Kerala.

Sources at United Breweries confirm that the brands will have a national presence in the future.

© 2005 agencyfaqs!