The United Breweries-owned brand is to launch an outdoor campaign in February that links the beer with eating Indian food.
Posters name different dishes such as vindaloo and jalfrezi followed by the line: “… isn’t complete without Kingfisher Premium Lager”.
The campaign follows Cobra Beer’s relaunch last year. The brand’s new owners – Cobra Beer Partnership, a joint venture between Molson Coors and the brand’s founder Lord Karan Bilimoria – launched a campaign to push its Indian heritage and build on its existing strength in restaurants last November.
Cobra’s previous owners had been trying to move away from its Indian positioning in favour of pushing the brand in pubs and bars.
The Kingfisher campaign was created by Leicester-based agency JFW and media planning and buying was handled by TCS.
Kingfisher is the biggest selling beer in India and has a 34% market share in the country.