Carlsberg launches Tuborg in India

Danish brewing giant Carlsberg Group has launched its new mild beer Tuborg, in India.

To announce the launch, the group has used green, the brand colour, all over escalators and multiplexes in malls and on hoardings in major cities.

Tuborg's USP is its innovative packaging in the form of a unique pull-off cap, which does not need a bottle opener, something that the beer market in India hasn't seen until now. Thus, the promotion of the, beer is being pegged around this design of Tuborg.

The outdoors have been executed by OMI, a division of Laqshya Media, while creative agency Bounce has worked on the campaign. The brief given to the agency was that Tuborg is a fresh brand from the Carlsberg Group, with the tagline 'Fun Starts Here!!!' targeting all age groups fond of light beer and party goers.

The creatives in the launch campaign show a kind of a zip in the shape of the pull-off cap, which opens to reveal either a disco ball, a mike, or a play button representing music. All these resemble the pull-off cap, too.

All the concepts have been designed with the 'thump' effect, to show pulsating music, which the company says is the core to the brand essence of fun and music.