United Breweries bets on IPL to revive Kingfisher Airlines brand name - Indian Express

Ajay Sukumaran : Bangalore, Fri Apr 05 2013, 16:37 hrs The troubles of Vijay Mallya's airline have probably taken the sheen off the Kingfisher tag, but the brand that also stands for India's best selling beer has enjoyed the highest recall among advertisers at the Indian Premier League (IPL) with its presence across most teams and marketing campaigns, says beer maker United Breweries (UBL). The company, which sponsors six out of the eight teams in the cricket tournament, is betting on a new outdoor campaign and a television commercial, besides a slew of consumer contests to drive brand recall during the IPL's sixth season that began this week, coming as it does during the summer months when beer sales typically peak. "IPL has worked well for us," said Samar Singh Sheikhawat, senior VP — Marketing at UBL, adding that the IPL campaign accounts for the almost half of UBL's annual marketing spend on sports-related events. "We will add some spice to the strategy and make it look a little different. I think that is a challenge even the IPL faces, on how to make it look fresh." The face of UBL's advertising campaign is Kingfisher Premium packaged mineral water, which is a R200-crore business. Unlike other forms of cricket, Sheikhawat reckons that the IPL format reaches the same target audience that the beer brand tries to address through its regular marketing campaigns. via Business - Google News http://news.google.com/news/url?sa=t&fd=R&usg=AFQjCNGTK6utB8GAUsct_yAPZLoGswLlVw&url=http://www.indianexpress.com/news/united-breweries-bets-on-ipl-to-revive-kingfisher-airlines-brand-name/1097859/

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