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=VNrTSvdl

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/2020/10/23/snapdeal.jpg?itok=tsBluhuE
Snapdeal targets low-end value shoppers in strategic shift

KOLKATA: It has been more than six months since the onset of the pandemic. While most businesses have taken a major hit, e-commerce has been have a rollicking time with a further boost projected during this festive season.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/virat.jpg?itok=VmdzlUN_
Great Learning places a great bet on the IPL

NEW DELHI: The outbreak of Covid2019 has turned out to be a watershed moment for the ed-tech sector, encouraging brands to acquire new subscribers and expand their business verticals. Both professional and school-level courses have witnessed a spurt in takers during the lockdown period.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/pvr.jpg?itok=htHnTOty
PVR appoints former IMAX CEO Greg Foster as director

NEW DELHI: Multiplex chain PVR has appointed Greg Foster, former CEO of IMAX Entertainment and senior EVP of IMAX Corporation, to its board of directors Foster is the first American to be inducted to the company’s board, which has now been expanded to nine members. He owns and operates Foster +...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/gunnet.jpg?itok=QBzqvPoB
Guneet Anand named global revenue head at Whisper Media

NEW DELHI: Whisper Media has appointed Star TV’s former head of international business Guneet Anand as global revenue head. He will be based in Mumbai. In his new role starting November, Anand will be responsible for driving revenue growth across global markets of Whisper Media, with a key focus on...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/glad.jpg?itok=bw4LmA6a
Glad U Came & The Beauty Co launch cyberbullying awareness campaign

NEW DELHI: Influencer marketing firm Glad U Came has partnered with The Beauty Co to launch a new initiative on the subject of cyberbullying called #TheItGirl.  The campaign aims to combat beauty cyberbullying, which occurs when someone is targeted about their appearance via negative or abusive...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/xi.jpg?itok=Kkhr0GUb
Mi teams up with Baba Sehgal for Diwali campaign

NEW DELHI: Smartphone brand Xiaomi ‘Mi’ has teamed up with rapper and musician Harjeet Singh Sehgal, popularly known as Baba Sehgal, for its festive season campaign ‘Diwali with Mi’. Baba Sehgal stars in a rap video for the mobile maker. What’s interesting about the clip is that vice president...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/print_media.jpg?itok=JrIKMXYE
Print on recovery road, pin high hopes on festive season: Industry heads

NEW DELHI: The Covid2019 pandemic threw the print publication industry into crisis. When the lockdown was imposed, circulation was severely impacted in major cities which caused newspapers to go into survival mode. Buffeted by declining readership, print companies resorted to cost-cutting,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/durga.jpg?itok=nIbj4QF0
Durga Puja: Advertisers optimistic as demand returns

MUMBAI: By now it’s evident that the Covid2019 pandemic is not going away anytime soon. After spiralling caseloads - ravaged the economy, and played spoilsport with travel plans - scary ol' Corona seems to be on the wane in time for the festive season, though it’s too early to celebrate outright. ...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/22/best_global_brands_0.jpg?itok=ZqYSXsWi
Zoom makes Interbrand's 2020 Best Global Brands list

MUMBAI: With people confined to their homes during the Covid2019 pandemic, social media and communication brands have fared well, according to Interbrand's 2020 Best Global Brands report. Instagram came in at #19, while YouTube (#30) and Zoom (#100) entered the rankings for the first time. On the...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required