MAM

Bira 91 wants to reward healthy choice of Tata Mumbai Marathon runners

VP marketing Deepak Sinha talks about the brand’s connection with sports

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/13/deepak.jpg?itok=eufykTaz

DELHI: Within just half-a-decade of its launch, Bira 91, the craft-beer ‘imagined in India, has gained a name and momentum that decades-old competitors are now striving to attain. With brand building and marketing as its two strong pillars, the beer brand is one of the mass favourites, especially amongst the young consumers. Known for its work hard and play harder strategy, Bira 91 recently joined Procam as the official sponsor for Tata Mumbai Marathon, and Indiantelevision.com got a chance to interact with its VP – marketing Deepak Sinha to understand the move, its growing connection with sports, and its vision for the new year. Edited excerpts follow:

Eaborate more on your partnership with Procam and Tata Mumbai Marathon. How do you think the event falls in line with your brand principles and identity?

We are excited to be the official companion to the Tata Mumbai Marathon. This partnership perfectly aligns with our company values of working hard and playing hard. We have a tagline for our company ethos, which is “MakePlay”. It’s the idea of making and playing which means pushing yourself beyond any constraints, experimenting, innovating and being your best self and of course having fun along the way. Our team lives it every day and we know that the participants in the marathon live by the same mantra. We want to reward them by giving them a smart choice in how they celebrate and reward themselves. 

You had earlier partnered with ICC, and now Procam. What is the strategy behind associating with sports events?

Innovation is at the core of our strategy across our portfolio and for our consumer experiences. We always look to align with our consumers’ passion points, whether it’s cheering for their favourite cricket team or choosing to live a healthier lifestyle by participating in the marathon. Having the opportunity to speak to the running community (runners and supporters alike) with a healthier alternative is pretty exciting. 

How has your partnership with ICC been? How is the success of the council and cricket reflecting on your brand?

The ICC gave us an international platform to connect with the global Indian community along with giving us greater visibility within the country [across cities and states that we haven’t even activated yet] through our partnership. Our Nielsen brand track indicates our partnership has significantly improved our awareness and our on-ground activations, including being the exclusive beer of the tournament, have given us an unparalleled sampling opportunity.  

How was the year 2019 for you? Kingfisher, a staunch competitor for your brand, also launched its first craft beer in India in 2019. Your reactions.

Last year was a defining year for us. A few highlights include launching 4 new beers, expanding into 9 countries and becoming available in over 225 cities here in India. We also commissioned two new breweries including our Mysore plant which will house a microbrewery allowing us to rapidly innovate and deliver more variety to our consumers. 

We also saw an increase in competition from existing players and new ones. Any competition, whether it’s Kingfisher or a smaller brand, is great because it gives consumers more options. In the end, we are confident in our portfolio, our activations and the loyalty amongst our consumers. 

What is your effective marketing strategy for 2020? What media are you going to focus on?

We want to be the brand of choice for today’s generation of Indian consumers worldwide. In 2020, we plan to go deeper with our consumers across their passion points of music, sports and food. We will continue to take a digital first approach and focus on building strong communication around our variants and our activations. We want to give consumers a reason to believe in each existing brand and new ones which we launch through our Limited Release portfolio. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/en.jpg?itok=5XL9iySh
Forevermark Diamonds Stands by Its Commitment to Protect The Environment And Wildlife This Environment Day

Forevermark, the diamond brand from the De Beers Group believes what they do every day builds a lifetime of moments that will build your Forever. On International Environment Day, Forevermark reiterates their commitment to protect wildlife and keeping responsible sourcing at the very centre of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/dangal.jpg?itok=fvzOPwhU
Dangal launches digital campaign to increase awareness on mental health

Keeping in mind the current situation and to help people cope with issues that are a result of mental health, Dangal, India’s most watched Hindi general entertainment channel launches an integrated digital campaign to create awareness on mental health as a subject as well as to promote positive...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/bhalo.jpg?itok=PuL9amR5
Ambuja Neotia wishes Bhalo Theko Kolkata through a music video in association with Alive India

In the past few months, the wellbeing of our loved ones has been one of the top concerns for everyone. Keeping well, safe and healthy has become the common refrain in all our conversations. As we make it through the lockdown and brace ourselves for a new normal and the gradual regularisation of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/cuclr.jpg?itok=_9MxIzpa
Stryder unveils refreshed brand logo

MUMBAI: Stryder, a 100 per cent subsidiary of Tata International Ltd, revealed its new visual identity - a more contemporary image that better reflects the evolution of Stryder, its products and its customers. The new image is part of an extensive branding overhaul and in sync with the mission to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/hike.jpg?itok=4c-QATpY
Hike hires Seema Chawla as VP and head of marketing

MUMBAI: As Hike inches closer to launching its much-awaited offering HikeLand, India’s homegrown internet startup has hired Seema Chawla as its VP and head of marketing. Chawla joins Hike at an exciting new chapter for the startup, as it is closer to unveiling HikeLand, enabling a new social future...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/kfc.jpg?itok=lrF6saLs
KFC rewrites rules, delivers to your cars and bikes

MUMBAI: In a pandemic situation the last thing you want is to go out and eat! And the restaurant industry has obviously been hit. Severely. So, the only way for the dine-in industry is to rewrite the rules of the business with Innovations, contactless deliveries, cloud kitchens, and by maintaining...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/asian.jpg?itok=cQo__7-e
Ogilvy Mumbai's campaign for Asian Paints assures great painting with safety

MUMBAI: In the new normal, every business is finding new ways to minimise the effect of any disruption to their stakeholders. And category leader Asian Paints is setting a precedence with its newly launched Safe Painting Service. This service promises great looking walls while ensuring safety for...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/hul.jpg?itok=S1cN6IXR
HUL donates over 74,000 testing kits to tackle spread of Covid2019 in India

MUMBAI: Hindustan Unilever Ltd (HUL) has donated 74,328 RT-PCR Covid2019 testing kits worth Rs 13 crore to help ramp up testing of patients in the country. The Maharashtra government has received about 28,800 RT-PCR testing kits to help in the early detection of Covid2019. Others who received the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/piyush.jpg?itok=LHJMUUaV
I will stand as the captain of the ship and hold my people together: Ogilvy’s Piyush Pandey

MUMBAI: During the show The Media Dialogues, Ogilvy executive chairman Piyush Pandey spoke to Anuradha Sen Gupta on CNBC-TV18 about the impact of Covid2019 pandemic on the advertising world. He weighs in on how the advertising agency business has been impacted by Covid2019. Excerpts: Have there...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required