Ex-cricketer Farooq Engineer is Cobra Beer’s brand ambassador

MUMBAI: The beer Britain loves! Now in India! Premium brand Cobra Beer has announced that it has appointed former cricketer Farooq Engineer as its brand ambassador.



While Cobra Beer has been available for the past three years now it has started brewing in India. Speaking to last evening, Cobra Beer international marketing manager Santosh Cherian said, "Farooq Engineer is young at heart. That is what our brand stands for. He is a close friend of the company’s founder Karan Bilimoria. In the past Engineer had worked with us in England and we decided to extend our association with him."



"He will help us get branding in Mumbai’s clubs and Gymkhanas. Besides Mumbai, the other key Indian markets for us include Pune and Delhi. We hope to capture a five per cent share of the beer market," he added.



Cherian added that Lowe Lintas has been appointed as the company’s creative agency. The company is looking to do a don’t drink and drive campaign. This will be done in bars and pubs through posters and beer mats. In fact the back of the beer mats that Lowe has designed gives a background of the company. Right now though the priority is to improve the distribution channels.

"While we are planning to get involved with events like concerts and charity events as we do in the UK, we want to ensure that our product is first available. We already have a tie up with nine major outlets where we have scratch card promotions where the consumer can win gifts. Some outlets also have a two for one offer. The 330 ml bottle is priced at Rs 30 while the 650 ml bottle is priced at Rs 50. We are looking to cultivate a niche consumer base. Of course Indians are not heavy beer drinkers. Indians consume less than one litre in a year compared with 20 litres for a Chinese person. In terms of beer consumption, India is where China was 20 years ago. Mumbai, Cape Town and New York are the three cities where we are focussing on growing the business," he said.

In the UK Cobra Beer sponsors movies on ITV. It recently launched CobraVision – a competition that will showcase literally hundreds of short films made by the British public.

Every month the company chooses 20 actors' films to be aired on national television during its sponsorship of ITV2 and ITV3 movies. In addition, every film shown on television will be automatically entered into the CobraVision awards in 2006, where the best of the best will win cash prizes, trips to India, and, of course, lots of Cobra Beer.

Latest Reads
Havas appoints Mediacom's Karl Wu as Greater China CEO

Havas Media Group has appointed media and marketing specialist, Karl Wu, as the CEO for Greater China. Based in Beijing, Wu will be responsible for Havas's brands -- Havas Media and Arena Media, as well as Havas Group pure player agencies Socialyse, Affiperf, Ecselis and Mobext. The media group...

MAM Media and Advertising People
Gulzar lightens up Luminous's Diwali

MUMBAI: Luminous has launched a unique social campaign that celebrates a part of Diwali that we often forget to talk about. While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign, however, goes away from...

MAM Marketing MAM
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories