1. Agneesh Prosad Ray
SABMiller India
Assistant Marketing Manager
• India Launch
• India Launch
• The Coolest Job – Social Media Property
• Foster’s Art of Chilling Parties
• Foster’s Art of Chilling @ Home
• Foster’s Art of Chilling @ Work
• Foster’s LOL Evenings featuring Weirdass
2. Launched Peroni Nastro Azzurro in India
Marketing Strategy
Brand association with Indian fashion and film fraternity
Executed national events such as
• Lakme Fashion Week
• The Triumph Show
Spearheaded on ground activations such as “Peroni Salute”
Key Accounts branding for Eastern and Western India
Logistics for marketing mechanics
Supervised third party vendors
• Events – Mantra Events
• PR – Perfect Relations
3.
4. Launched Miller High Life in India
Marketing Strategy
Executed on ground activations.
Key Accounts branding for Eastern and Western India
Logistics for marketing mechanics
Supervised third party vendors
• Events – Mantra Events
• PR – Perfect Relations
5. A Social Media initiative was taken up to launch Miller High Life
called “The Coolest Job” on Facebook with the brand guide line of
“Work Hard, Party Harder.”
• Conceptualized the social media property with Freak Media
• 5 Brand Ambassadors would be selected for 5 metropolitan cities
in India.
• The Brand ambassadors would be paid Rs. 1,00,000 a month and
they could also keep their old jobs.
• The Brand Ambassadors would promote Miller High Life in their
respective cities at clubs, pubs and fine dines with the events
held by Miller High Life team.
• The Brand Ambassadors would be selected on basis of their
social structure in their city and reputation of being a party
animal.
• The Grand Finale would be held in Goa.
6.
7. Independently manage monthly execution of Marketing Program
for Key Accounts for Eastern & Western region of India
Involve & co-ordination of all marketing execution with sales &
regional marketing team.
Planning & Co-Ordination Plan & define the roster of activities
varying across channel for 3rd party execution force.
Vendor Management
Execution Management & monitoring- tracking & execution
marketing activities with daily MIS
Responsible for training & development of 3rd party execution
force
Implementing a verity of brand promotion & marketing activities
8. Foster’s with the brand guideline of "Art of Chilling", organized
weekend sunset parties for lucky winners, creating a chilling ambience
with unlimited Foster’s and barbeque.
1. Conceptualizing team in association with Mid Day
2. Executioning the on ground activations.
• Foster’s promotions were held where lucky winners could win Foster’s
merchandise or an invite to a Foster’s Art of Chilling Party.
• This was carried at all leading pubs, fine dines and clubs.
• Unlimited Foster’s Beer and Barbeque were offered at the party.
3. Created Branding Mechanics
• Art of Chilling ambience was created by selecting a venue with a swimming
pool.
• The bar counter, barbeque counter and DJ console were shack replicas
found in Goa.
• To add to the chilling experience branded deck chairs, hammocks,
umbrellas and surf boards were created
4. Logistics
• Foster’s Art of Chilling parties were held in Mumbai, Pune and Calcutta.
5. PR for Art of Chilling Events – Press and Online with
Perfect Relation.
9.
10. Foster’s in association with Mid Day threw 300 House parties during 2010
IPL and 500 House Parties on Christmas Eve of 2010 in Mumbai and Pune.
1. Part of conceptualizing team in association with Mid Day
2.Executioning the on ground activations
• Foster’s promotions were run where Foster’s merchandise or Foster’s Art of
Chilling @ Home invite could be won and were carried at all leading pubs, fine
dines and clubs all over Mumbai and Pune.
• Lucky Winners were called after the 4 week promotion.
• Crates of Foster’s Beer , Dominos Pizzas and Foster’s and Mid Day
Merchandise were sent over.
3. Logistics
4. Handled the association with Mid Day
• Foster’s Cheerleaders did rounds of the winning houses and photographs were
featured on Mid Day
11.
12.
13. Foster’s in association with Mid Day started an innovative way to chill
during office hours. This activity was held in130 offices in Mumbai, Pune
and Calcutta.
1. Part of conceptualizing & Execution team in association with
Mid Day
• Foster’s placed ads in Mid Day for Offices around Mumbai, Pune and Kolkata
to contact Foster’s to throw an Art of Chilling Party at their office.
• This promotion was carried out for office goers to feel an Art of Chilling
Experience.
2. Created Branding Mechanics
• A Chilling ambience was created at these offices with deck chairs, foot
massagers, live DJ, yummy barbeque and of course Foster’s
3. Logistics
4. Handled the association with Mid Day
14. Foster’s organized LOL evenings featuring Weirdass in all metropolitan
cities where lucky winners could win passes to watch the finale featuring
Veer Das.
1. Part of conceptualizing and execution team in association with Mid
Day, Weirdass and Mudra
• Foster’s LOL evening ads were published in Mid Day nationally
• LOL evenings were held in a duration of 6 weeks across all Indian
Metropolitan cities resulting in 40 LOL evenings.
• Promotions were run with the audiences during these evenings and
lucky winners got the chance to be a part of the Finale with India’s
leading comedian Veer Das
• The Finale was an exclusive event held in Delhi, Mumbai and Bangalore
2. Handled the association with Mid Day, Weirdass and Mudra
