London, Feb 29 (IANS) In a bid to become a global leader in the beer industry, Cobra Beer would invest up to four million pounds (Rs.31.26 crore) in television, cinema and digital advertising, company chairman Karan Bilimoria said Wednesday.
The company said the campaign, to be launched in March, would be the driving force for it to become a top-10 UK beer brand and leader in the ‘World Beer’ category – this is the second fastest growing segment in terms of volume and value accounting for 9.5 percent of total beer volume and 12 percent of the value.
“The new advert tells our story very well, presenting a journey that continues to this day,” Lord Bilimoria, an NRI, said.
“We have a beer that has won multiple awards through the years and in 2012 we will make great strides for Cobra to become a top-10 beer brand in the UK,” Bilimoria, who founded Cobra Beer, said in a statement.
The new advert which will run throughout 2012 will feature a fresh take on authentic India and Cobra’s Indian heritage, premium image and unique taste. The campaign also draws upon three key collaborators, who are notable in India’s cutting edge fashion, food and music scenes.
According to the company, the advert created by Beattie McGuinness Bungay features a train full of modern Indians journeying through the vibrant Indian landscape.
“We’re confident the campaign will deliver genuine consumer engagement and ultimately drive sales,” said Chris McDonough, managing director brand co (UK & Ireland) for Molson Coors.
