Indus Pride enthrals with 'Spice Art'

Visitors at Kala Ghoda Festival experienced a unique initiative and discovered a brew of spices.

For more than 15 years, the Kala Ghoda Arts Festival held in Mumbai has celebrated the diversity of the city's most revered, creative and innovative minds who showcase their work across theatre, art, literature, dance and music. Indus Pride, an Indian beer brewed with spices especially for the Indian palate, provided a unique opportunity to every visitor at this year's festival to savour the thrill of the various artistes' performances, with pride!

With an aim to evoke pride amongst consumers as India's first specialty beer, every visitor at Irish House in Kala Ghoda was taken on a sensorial journey as they not only indulged in savoury potpourri with every sip of Indus Pride but also were a part of a first-of-its-kind 'Spice Art' initiative.

During the nine day long festival, all Irish House guests who went on to sample the beer, were in for a treat as they were presented with personalised portraits created purely with the various spices that constitute the four variants of Indus Pride - Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon.

Additionally, exclusive personalised 'Spice Art' portraits were shared with all the artists performing at the festival, as well as Twitter celebrities as a token of appreciation, celebrating their talent and contribution to the country's rich culture and heritage. Indus Pride created an impressive number of more than 450 distinctive Spice Arts for on-ground and digital users.

The activity was conceptualised by digital marketing agency FoxyMoron. Harshil Karia, online strategist and co-founder, FoxyMoron, states, "Through this initiative, our aim was to give beer lovers an opportunity to 'experience' and 'live' the Indus Pride brand philosophy. The 'new-age' and informed consumer wants meaningful brand experiences. The Spice Art initiative was the perfect convergence of experiential and digital marketing where social conversations added another dimension to the consumers' experience at Kala Ghoda. The magnifying sales results prove that the campaign created a strategic deep and personal connection with consumers who are now brand loyalists."

This initiative was executed with a strong social media presence on various platforms such as Facebook and Twitter. Indus Pride held a number of contests on Twitter through engaging conversations such as #SpiceArt, #GuessTheSpice, and #GiftASpiceArt, amongst many others. This not only led to an increase of about 1,300 followers but a total of 2.8 million impressions on Twitter.

Besides, the nine-day initiative led to an increase of 6,660 fans on Facebook and achieved an average reach of 23,032 viewers. This garnered a total reach of 1.1 million across Facebook and Twitter.

Commenting on the success of the campaign, Jyotishman Deka, vice-president, marketing, Worthmore and International Mainstream Brands, SABMiller India, says, "Indus Pride brought an innovation to the beer category last year with its launch. The idea was to build an experience for the consumer that they haven't had before, at the same time link it to the brand intrinsic which will make it more relevant."

SAB Miller India launched Indus Pride as a beer brand brewed with authentic Indian spices in 2012. Indus Pride is available in four variants - Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon. The product is priced at Rs 85 for a 330 ml bottle and is a premium offering focused on the metros.

SABMiller is India's second largest beer company and the company's other brands include Haywards, KnockOut, Royal Challenge, Foster's, Miller High Life and Peroni Nastro Azzurro.