Asia Pacific Breweries' Tiger Beer has chosen to mark their entry into India through the launch of their global initiative Translate, a platform for musicians and artists to come together. Translate was launched globally in 2006 by Asia Pacific Breweries as a platform to showcase emerging Asian art. In India, Tiger is relying largely on efforts like Translate, besides radio and outdoor as a part of their marketing strategy for now.
Chetan Gupta, Marketing Manager, Asia Pacific Breweries India, says this may be widened to include a larger mass media strategy going forward.
Gupta adds, "Tiger is built around the passion of winning, which is core to the brand's essence. Translate is about showcasing winners in the field of creativity, across the globe so that they can collaborate with each other."
The objective behind Tiger's series of Translate events is to help them build a stronger connect among India's discerning beer drinkers. Adds Adam Gerard, brand development manager, (group commercial) Asia Pacific Breweries, "Among the key benefits that we expect from Translate, besides building a one on one connect with our target consumers, is to help us in developing a dialogue with the media as well as the artist community which tends to have a lot of opinion leaders."
The first Tiger Translate event was held in 2006, with three global events held in Shanghai, Dublin, Auckland. In its first year, the company claims to have generated $ 4 million (Singapore) worth of media coverage. In 2007, three global events were held in New York, Berlin and Beijing.
Adam says from 2008 onwards, the event is being structured in such a way that local markets are equipped with tools so they can run their own campaigns. In its third year, Translate will be held across the five key markets of India, Singapore, Laos, Thailand and Vietnam, besides a global event in London later this year, targeting 1000 plus people.