Beer might be more synonymous with a game of soccer, but Kalyani Black Label (KBL), the popular beer brand from United Breweries, has decided to rock its patrons. As part of its rebranding exercise the beer brand has launched ‘Kalyani Black Label Bangla Rock – War of the Rock Stars 2006’ in West Bengal that also aims to promote local rock bands. The event was kicked off a month ago.
Nine new amateur bands have been selected from over 100 participants from places as diverse as Durgapur and Siliguri. According to a company spokesperson, “KBL has long been associated with Bangla bands as it connects wonderfully with the youth. This year, we wanted to expand our canvas than what it has been in the past and, therefore, keeping the same medium we have aimed at a larger spread by including Siliguri and Durgapur.”
The company spokesperson further said, “This will help us reach out more to our target audience, that is, the young people in the 21-35 age group.”
The nine finalists will perform before a panel of judges and the winner will get the opportunity to open the final concert which will be held on September 16, 2006. The final night will see popular Bangla bands performing before the young audience. The winner and the runner up will receive cash rewards of Rs 25,000 and Rs 10,000, respectively.
Elaborating on the initiative, Shekhar Ramamurthy, Executive Vice-President, Sales and Marketing, United Breweries, said, “KBL Bangla Rock Star 2006 preliminaries have had a massive response and the event has been enormously successful. We are sure that the event, like the brand, will live up to the excitement and expectations amongst the youth and become an annual event in the entertainment calendar of the region.”
Interestingly, the Bangla bands, which perform mainly in Bengali language, have become immensely popular over the years. Various consumer brands and media vehicles are using this new genre of music as a platform for reaching out to the youth segment.