McDowell''s No.1, the flagship brand of United Spirits Limited, India''s largest
spirits manufacturer and marketer, has kicked off a multi - city promotional tour
through a specially orchestrated musical extravaganza comprising composers Shankar,
Ehsaan and Loy.
to a company press release, this ''rock tour'' synergises best with the brand''s
proposition of ''Cheers to Life!''
to Ashok Capoor, COO, United Spirits Limited, McDowell''s No.1 is one of the most
aspirational and youthful Indian spirits brand. He said that the music tour with
Shankar, Ehsaan and Loy is a celebration of the spirit of happiness, expressing
the hope that in the years to come, the ''Cheers India Tour'', becomes a reference
point for happy moments for the brands customers.
brand has shown a growth of 43 per cent in 2006-07, with sales crossing nine million
Shankar, Ehsaan and Loy have taken Hindi music to a high with tunes that tug at
Indian heart strings while retaining the freshness of their music.
about the tour, Shankar Mahadevan said that their music and McDowell''s No 1 together
make for perfect harmony, as both have been a timeless hit with the people and
have brought cheer to people''s lives.
Xavier, business head, United Spirits Limited, said the company has used music
previously as well, as a strong and effective platform to reach out to millions
of its brand patrons, and attributes the brand''s strong connection with Young
India to the music.
to the company, the McDowell''s No.1 brand is amongst the fastest growing brands
in the spirits category anywhere in the world. The brand''s ability to innovate
and present the itself in an all-new avatar while retaining the connection with
customers is cited as a critical success factor in the success of the brand.
concert has been planned as an integral part of the brand''s future consumer engagement
strategy, with a larger footprint across 20 cities in 2008. Future concerts will
provide an opportunity to young Indian talent to co-perform with established artistes.
The brand intends to synchronise energies with other like-minded brands sometime
in the future, by making this a recurring, annual event.
2007 tour will kick-off in Kolkata from 12 October, and cover the cities of Hyderabad,
Bangalore, Pune, Mumbai, Delhi, Ludhiana, concluding with a concert at Lucknow
on 14 November. The event will be promoted through artist visits to prominent
malls across these cities, branded floats at other vantage points and consumer
interaction at clubs and bars.