Cannes Lions

INDUS PRIDE NON-ALCOHOLIC BEER

OGILVY & MATHER, Bangalore / MILLER BRANDS / 2010

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OVERVIEW

Execution

Travellers are often tired and thirsty in transit. SAB Miller India saw an excellent opportunity to popularize a new brand of non-alcoholic beer, Indus Pride, as a refresher and thirst quencher. We chose handles of airport transit buses as our medium.

We made the handles to look like a mug filled with chilled, frothy Indus Pride non-alcoholic beer. When a passenger held it, he automatically appeared to be enjoying a swig of the chilled refresher.Released in March ’10, a peak vacation season when travel via airports increases by 50%, the communication got huge visibility and word-of-mouth.

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