BANGALORE: Shaw Wallace Breweries (SWB) has roped in popular Kannada actor Darshan as the new brand ambassador for the beer brand Knock Out.
In his role of a brand ambassador, Knock Out Star Darshan will be a part of the Knock Out promotion blitzkrieg, beginning with Darshan's soon to be released Kannada movie, Shastry.

 
 
Darshan has acted in over 18 movies in macho roles that depict strength of character. His roles in movies like Karya, Ayya, Darshan, and Kalasipalyam have ensured a huge fan following, states an official release.
South, Shaw Wallace Breweries operations director Ashok Dhingra says, "Knock Out has been the favourite of Karnataka for over two decades now. The unique taste combined with consistent quality has been the cornerstone of its success. With this tie up with South India's popular star Darshan, we hope to provide a rewarding experience to our consumers and bring them closer to the brand."

 
 
Speaking on the occasion, Shaw Wallace Breweries marketing director Vinod Giri said, "Knock Out has defined strong segment in Karnataka for decades. It is an appreciation for those strong men who successfully stand up to everyday challenges without making any fuss about it. Darshan embodies the same values and therefore we consider this a perfect fit which will go a long way."
 
 
Giri, while speaking with Indiantelevision.com, said that Orchard was handling the Ad-campaign, which will be mainly ground visibility based. Giri, however was tight-lipped about the ad budgets and the endorsement deal with Darshan and Malvika.