India: Heineken brewing a promo campaign to escalate beer sales in India

The Dutch brewer Heineken has invited a creative pitch to escalate its sales in India, exchange4media.com posted on June, 22.

The account size for the creative duties is said to be upwards of Rs 15 crore (1 crore = ten million). This move earnestly comes at a time, when beer market in the country is watching an incredible growth, pitting several international brands up against Indian beer majors.

Earlier in May this year, Vijay Mallya led UB Group inked a deal with the Dutch beer major to bottle and distribute Heineken brands in the country. Triton Bangalore is presently handling beer brands from the UB group.

It is found from sources close to the development that top creative agencies have been called in for Heineken's creative pitch. The beer brand will be marketed through newspapers, few select magazines, events, OOH hoardings and so forth. The result of the pitch is slated to be out by end of July.

24 June, 2009