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IN FOCUS 4 December 2011, EXPERIENTIAL MARKETING 47
the brand promise is delivered to its consumers.
Is the brand involved in other activations/promotions
as part of the OctoberFest What are the activities/
branding done as part of the festival
As a part of the pre-promotional drive, Kingfisher premium
extended its association to other well-known and related
music-based events across various parts of the country.
This was done in a bid to create awareness, raise the
tempo, give people a glimpse of the Kingfisher experience
and get them to be a part of one of India’s largest music
and beer festival.
In terms of branding, all Kingfisher events are adequately
branded with conventional signages, not to mention that
there is a branded bottle/can in every consumer’s hand.
Taking a step further, we also have Kingfisher branded
merchandise and engaging games that gets the crowd into
the fest mood.
How do such platforms enhance the brand
communication to relevant consumers
Samar Singh Sheikhawat,
Senior Vice President, Marketing,
United Breweries Ltd
Kingfisher true to its intent of giving its consumer “The
Good Times”, considers TGIOF as a perfect platform to
connect and engage with its consumers. The participants
of the OctoberFest consist of a large cross section of
youth that perfectly blends with Kingfisher’s consumer
profile. Consumers get a chance to sample and enjoy all
major brands from the house of United Breweries in an
appropriate and desirable environment.
Kingfisher has been associated with the Great Indian
OctoberFest since its inception as a principal partner, The
brand continues its support towards the property this year
as well. ExM speaks with Samar Singh Sheikhawat, Senior
Vice President, Marketing, United Breweries Ltd. to get an
understanding on the brand’s objectives in partnering such
a platform and also the success seen from the association.
Excerpts:
How did United Breweries come about associating
with The Great Indian OctoberFest And, how do
such platforms enhance the brand communication to
relevant consumers
Slingshot
Kingfisher is India’s No.1 beer brand and carries an image
of being deeply rooted with fun, style and music. The
German Octoberfest is the largest celebration of beer,
so when it came to celebrating the spirit of OctoberFest
in India, Kingfisher took the initiative of bringing it to the
country.
The Great Indian OctoberFest (TGIOF) as a property was
conceptualized by the brand along with Common Colors
way back in 2005 and over the years has become one of
the most desirable and anticipated fests in the country.
Kingfisher has always endeavoured to bring good times to
its consumers and platforms such as TGIOF ensure that
Rabbi Shergill