SABMiller taps TEQUILA\India for Indus Pride

SABMiller has brought TEQUILA\India on board to activate a multi-city consumer connect programme, ‘Passion Hour’, for its recently launched beer brand: Indus Pride.
Built around the creative concept, ‘Be passionate about anything that means a lot to you’, the programme involves consumers taking ‘Passion Tests’ in large format bars by answering questions about Bollywood and Cricket. Every right answer wins a pint of Indus Pride beer.
Said Daljeet Kataria, head, trade marketing, SABMiller: “Indus Pride is a focus brand for us this year and we are expecting to create consumer buzz through aggressive activations aimed at trial generation and sampling. We expect TEQUILA\India to demonstrate its potency in experiential activations in a challenging environment like the mainstream bars!”
John Mathew (pictured), managing director and NCD, TEQUILA\India added, “We see tremendous potential for integrated marketing services through a variety of direct and digital solutions. Indus Pride is a well positioned brand, sharply targeted and thus, poised to do very well in the mainstream mild beer segment.”