Cobra Beer, a UK-based brand, has awarded its creative duties to Euro RSCG while the media duties will be handled by MPG. The business that came to Euro RSCG following a multi-agency pitch is in the region of Rs 7 crore. Euro RSCG will be handling ATL, BTL and outdoor advertising for Cobra.
This is the first time that Cobra Beer has formally taken on board an advertising agency since it launched the Indian-made Cobra beer last year. There have been a few sporadic, need-based advertising till now.
Perses Bilimoria, Regional Director, Cobra Indian Beer Pvt Ltd., said, “Euro RSCG comes on board at a time which we see India as an exciting market for Cobra. Euro RSCG will focus on developing a platform for Cobra beer for the Indian market which is unique but does not at the same time alienate it from the positioning that we have developed for the brand in the UK.”
He added, “It’s a brand that was born in India, went to UK, became successful there and has come back to India now. Our aim is to integrate the marketing efforts in such a way that it enhances the brand imagery and creates awareness about the brand.”
The company has plans to make substantive investments in brewing capacity, new markets and new products. Billimoria informed that after finding a foothold in the Indian market, the focus is to seek a more aggressive presence across markets. The strategy is aimed at driving better distribution systems, enhancing capacity and tapping key markets with new products.
On winning the business, Suman Srivastava, President, Euro RSCG, said, “Cobra.is a trend-setter across categories. In the UK the communication strategy is based on the platform of `Inspire’ and we are in the process of finding the relevance of this to the Indian market and how we can take it forward by integrating it with our creative inputs.”
Cobra is one of the fastest growing beer brands in the UK and has been exported to over 40 countries worldwide.