APB, which has brands such as Heineken, Tiger, Anchor and ABC in its portfolio, has just launched Baron’s Strong Brew, in India. The 141 Sercon-developed teaser campaign recently broke across all media and the agency is “working towards creating brand engagement through on-ground activation”, said Rajiv R Menon, national CD, 141 Sercon.
The agency will also relaunch Cannon 10000 in India, which APB acquired from Aurangabad Breweries.
“141 Sercon displayed an excellent ability to communicate with consumers via non-traditional media and below-the-line campaigns,” said Chetan Gupta, marketing manager, APB. “This was of paramount importance, as we will launch new brands in a semi-dark market.”
Gupta added that India was among the fastest-growing beer markets in the region with 16 per cent growth last year, which is expected to hit 30 per cent this year.
