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Carlsberg ropes in Webchutney; sets aside 5 pc as digital budget

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Carlsberg ropes in Webchutney; sets aside 5 pc as digital budget

Premium beer brand Carlsberg has set its eyes on the digital medium in the year 2011 and has handed over the duties to Webchutney.

The agency was chosen after scanning nearly 10 names in the business. To begin with, the alcohol brand is looking to try the basic nuances of the digital medium like Search Engine Optimisation, Social Media Marketing and so on, and the online marketing plans are set to be executed in January 2011.

In a one-on-one conversation with exchange4media, Devapriya Khanna, Director, Marketing, Carlsberg India Pvt Ltd, said, “We believe our TG is Internet savvy and we are definitely looking to capitalise on the digital space in the coming year.”

“We are looking to get the basics right in the online space as it is our first time,” she added. And since it is the first time for the company to officially enter the online space, it has decided to keep aside 5 per cent of the total marketing budget in 2011 for its digital initiatives.

When asked if Carslberg had missed the digital bus or whether it was late in the day to join the digital bandwagon, Khanna replied, “May be, but if you look at it from the point of view of a nascent company, the foundation needs to be laid first and then move on to the other things.”

“We are now at a stage where our brands are enjoying the ‘recall’ amongst the consumers. And now, we believe, it is the right time to take it to the next level,” she added.

It was in 2006 that Carlsberg decided to enter India by forming a company, named South Asia Breweries Pvt Ltd via the joint venture between Carlsberg Group and associated companies. It started its operations in 2007, opening up to five breweries and has recently launched its premium brand, Tuborg Strong, in the Indian market.


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Prior to joining ZEE5, Kumar has worked with industry leaders including Viacom18 Media Pvt. Ltd., Balaji Telefilms, Mobile2Win Pvt. Ltd