BEER ON THE GO by Ogilvy & Mather Bangalore for Indus Pride

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BEER ON THE GO

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Industry Beers and Ciders, Alcohol-free beer and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Ogilvy & Mather Bangalore
Executive Creative Director Rajiv Rao, Abhijit Avasthi
Creative Director Vipul Thakkar, Shamik Sengupta Advertising
Art Director Ajesh N
Copywriter Kunj Shah
Producer Pavan Makani, Vivek Bahadur
Photographer Kiran Rao, Sudhanva
Account Supervisor Vivek Shenoy
Released March 2010

Credits & Description

Category: Ambient: Transit
Advertiser: SAB MILLER INDIA
Product/Service: INDUS PRIDE NON-ALCOHOLIC BEER
Agency: OGILVY & MATHER
Executive Creative Director: Rajiv Rao/Abhijit Avasthi
Creative Director: Vipul Thakkar/Shamik Sengupta
Copywriter: Kunj Shah
Art Director: Ajesh N
Account Supervisor: Vivek Shenoy
Photographer: Kiran Rao/Sudhanva
Producer: Vivek Bahadur/Pavan Makani
Date of First Appearance: Mar 6 2010 12:00AM
Entrant Company: OGILVY & MATHER, Bangalore, INDIA

Description of Ambient 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.