The activation programme, called ‘Passion hour’, is by Tequila India.
‘Passion hour’ is based on the ideals of rewarding consumers for being passionate about any topic that means a lot to them. The initiative involves consumers taking on-site ‘passion tests’ in bars. These include answering questions on subjects such as Bollywood and cricket. Every right answer wins a pint of Indus Pride beer.
‘Passion hour’ is based on the ideals of rewarding consumers for being passionate about any topic that means a lot to them. The initiative involves consumers taking on-site ‘passion tests’ in bars. These include answering questions on subjects such as Bollywood and cricket. Every right answer wins a pint of Indus Pride beer.
“Indus Pride is a focus brand for us this year and we are expecting to create consumer buzz through aggressive activations aimed at trial generation and sampling,” said Daljeet Kataria, head of trade marketing for SABMiller.
