Top Story


Home >> Marketing >> Article

Foster’s ‘Art of Chilling’ for ‘F’ row viewers at Inox theatres

Font Size   16
Foster’s ‘Art of Chilling’ for ‘F’ row viewers at Inox theatres

Considering that alcoholic beverages have too many restrictions while advertising in India, this compels the companies to think out of the box to communicate. Foster’s, the premium beer brand, has been trying to reach out to its consumers with its innovative and ‘international standard’ communication, and this time has come up with the ‘F-row’ initiative.

As part of this initiative, Foster’s has tied up with all Inox theatres in Bangalore, wherein the ‘F’ row across all the theatres would be branded Foster’s and the ‘F’ row ticket holders would be entitled to special benefits and surprises.

Talking about the initiative, Derek, Director - Marketing, SAB Miller, India, said, “The brand Foster’s is positioned around relaxation and has been using the creative platform of ‘Art of Chilling’. Movie viewing is about relaxation and chilling out, and this initiative is a perfect fit for our brand.”

He added, “This association will run for around two months, during which we also intend to take it to Mumbai. We believe this is a strong property and we are looking at taking forward the ‘F-row’ initiative to other environment.”

With this initiative, the company hopes to further strengthen the brand recall for Foster’s. Also, staying true to the brand positioning of ‘Art of Chilling’, Foster’s will also have a stall in the refreshment area where people can get their feet massaged as part of the ‘F-row’ initiative.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...