UB to embark on media campaign in UK

In a bid to capture greater market share of UK's Indian restaurants, United Breweries (Scottish & Newcastle) will embark on a one million pound mega media campaign later this month to promote its flagship beer brand 'Kingfisher'.

"The one million pounds sterling campaign will run on outdoor media for five weeks and in print until the end of the year," a spokesperson from JWT - the creator of the ad campaign said.

The ambitious advertising campaign to be launched on June 18 in London is targeted at promoting Vijay Mallaya-controlled UB Group's 'Kingfisher' beer. The brand is India's largest selling beer and among one of UK's fastest growing brands.

The media campaign will run as three 48-sheet poster executions and three six-sheet poster executions together with taxi supersiders and rickshaws. UBSN, the UK distributors of Kingfisher, expects a "substantial boost in sales volumes" in both on-trade Indian restaurants and off-trade distribution, company officials said, adding the media campaign will be supported by below-the-line promotional activity.

Strongly biased towards 48-sheet poster, the campaign will be seen at just under 500 sites all over London. However, the JWT spokesperson ruled out any possibility of taking the campaign to the electronic media. The campaign will be extended to reach Indian restaurants through food and drink publications and point of sale.

Kingfisher beer is available in over 50 countries and is among the top Indian beers in the global market.