Publicis has announced that it has been awarded UB’s Kingfisher Ultra Max. The account will be handled out of the agency’s Bengaluru office. KF Ultra Max was launched in 2014 and JWT is the incumbent agency.
A super premium strong beer brand from Kingfisher’s premium stable, KF Ultra Max is a relatively new entrant in the fastest growing sub-category of super premium strong beers that is growing at a phenomenal 65% CAGR. UB has projected a 10X growth ambition for Ultra Max in the next five years. The brand has distinctive design and taste appeal that makes it a very clear contender in the minds of young, progressive indian beer connoisseurs. The agency team is thrilled at the opportunity to build and nurture this brand.
Samar Singh Sheikhawat, senior VP – marketing, United Breweries, said, “Having partnered with Publicis for a year now we have seen exceptional work done on the Heineken brand. From there it was a natural progression to enhance the scope of our engagement with this outstanding communications partner. We are delighted to partner with them on the KF Ultra Max brand, which is one of the fastest growing brands in our portfolio. We believe the agency will bring their strategic vision and creative clarity to further drive traction and business growth for the brand”
Nakul Chopra, CEO Publicis South Asia said, “There is no better accolade for us thanwhen an existing client awards more brands to us. We are both humbled & honoured. I am sure our teams will only work harder to partner them towards more & more success.
Paritosh Srivastava, COO, Publicis Ambience, said “Kingfisher is an iconic brand and a giant in the Alcobev industry, we are thrilled to work on its high potential variant Ultra Max. The team in Bangalore led by Theresa Ronnie has done a great job on Heineken and made the decision in our favour easier. We respect the client for creating a great product and having a sharp vision for it. We’re confident that our work will get KF Ultra Max a disproportionate share of the fast growing super premium strong beer segment”