King of Good Times!
Vikram Bahl, CMO of United Breweries, reveals how partnering with the Indian Racing League fuels growth. Discover his insights with IMPACT!
Q] Considering the various restrictions in the alcoholic beverages category, what are the different touchpoints that Kingfisher employs for its marketing initiatives?
We invest heavily in understanding the key touch points that influence consumers in our category. The two most critical touch points are trade and experiences. Trade is unique in our category, divided into two segments: on-trade (bars and restaurants) and off-trade (retail outlets). On-trade is vital as consumers are in a relaxed, exploratory mindset, making it an ideal moment to engage and build our brand. Off-trade is equally important; presenting our product as cold, refreshing, and attractive reinforces our brand identity as a drink of moderation. Experiences are the second key touchpoint. As India grows in affluence and exposure, people seek to enrich their lives through passions like sports and music—areas we focus on to connect with our audience. Kingfisher, for instance, has strong associations with popular sports, and we also explore emerging sports that resonate with younger consumers. Our recent partnership with the Indian Racing League (IRL) exemplifies this, as motorsports is an emerging, cutting-edge sport in India, offering us a unique opportunity to engage with our consumers. These two pillars—trade and experiences—are central to building our brand and deepening our connection with consumers.
