Top Story

e4m_logo.png

Home >> Advertising >> Article

Lowe bags mandate to promote Cobra beer

27-August-2004
Font Size   16
Share
Lowe bags mandate to promote Cobra beer

Having announced its plans to start domestic manufacturing, the Karan Bilimoria-owned Cobra Beer has appointed Lowe as its advertising agency in India.

Mr Perses Bilimoria, Regional Director, Cobra India Beer, told Business Line, "We were on the look out for an agency which can give us a 360 degree solution for the brand and have decided to choose Lowe as our agency."

Since beer brands cannot get advertised, Cobra is looking at conducting several events and promotions to create visibility for its brand.

Having been present in the Indian market for the past two years, the brand has been primarily imported and is now poised for contract brewing at Mount Shivalik's brewing facilities in Rajasthan.

"All this time we have been feeding the market with our imported brand but now intend entering the domestic market with local brewing facilities and our agency should help in creating visibility for the brand," says Mr Bilimoria.

Cobra Beer in the UK market carries the baseline, `Less gassy beer'. "We are still looking for a clearly distinct USP for the Indian market which is completely different from other markets," says Mr Bilimoria.

The Cobra brand will be made available in all the metros. "We intend selling 1 million cases within the next couple of years," claims Mr Bilimoria. Depending on the response to the brand, the company may also consider setting up a greenfield brewing facility in the country later.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO