The Hindu Business Line : Lowe bags mandate to promote Cobra beer

HAVING announced its plans to start domestic manufacturing, the Karan Bilimoria-owned Cobra Beer has appointed Lowe as its advertising agency in India.

Mr Perses Bilimoria, Regional Director, Cobra India Beer, told Business Line, "We were on the look out for an agency which can give us a 360 degree solution for the brand and have decided to choose Lowe as our agency."

Since beer brands cannot get advertised, Cobra is looking at conducting several events and promotions to create visibility for its brand.

Having been present in the Indian market for the past two years, the brand has been primarily imported and is now poised for contract brewing at Mount Shivalik's brewing facilities in Rajasthan.

"All this time we have been feeding the market with our imported brand but now intend entering the domestic market with local brewing facilities and our agency should help in creating visibility for the brand," says Mr Bilimoria.

Cobra Beer in the UK market carries the baseline, `Less gassy beer'. "We are still looking for a clearly distinct USP for the Indian market which is completely different from other markets," says Mr Bilimoria.

The Cobra brand will be made available in all the metros. "We intend selling 1 million cases within the next couple of years," claims Mr Bilimoria. Depending on the response to the brand, the company may also consider setting up a greenfield brewing facility in the country later.

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