Strawberryfrog India to handle Miller High Life account

The agency is set to launch a multi-media ad campaign for the lager brand this October.

Miller High Life, a lager brand from the house of Bengaluru-based beer company SABMiller, has appointed Strawberryfrog India as its creative agency. The appointment comes on the back of a multi-agency pitch process.

Raj Kamble, managing partner, Strawberryfrog India, confirms the news to afaqs!.

Interestingly, Kamble has worked on the beer category in the past and has created ads for brands like Stella Artois, Guinness and Beck's in the UK and USA. About the current win, he says, this is an interesting opportunity for him to create a "cultural movement" for Miller.

"We hope we will get a chance to use new media and explore ideas beyond traditional advertising," he offers about the media mix of the upcoming communication for the brand.

The campaign will be a 360 degree multimedia effort that is scheduled to break around October this year.

Miller High Life was launched in India in 2011 and is currently available in all the major cities in 330 ml and 650 ml bottles. The brand is said to symbolise the American saying, 'Work hard, party hard' and is known for its catch-phrase 'It's Miller Time'.

The parent company SABMiller has brewing interests and distribution agreements across six continents. The company entered India in 2000 by forming a joint venture with and later acquiring Narang Breweries. SABMiller currently has 10 breweries located across the country.

Besides Miller High Life, other brands from the company include names like Peroni Nastro Azzurro, Indus Pride, Foster´s, Haywards, Knock Out and Royal Challenge.

For the record, Strawberryfrog launched its India operations in November, 2012. Earlier this month Arun Raman, former executive vice-president, strategic planning, Lowe India, was brought on board to head the strategic planning function at the agency.