United Breweries/Kingfisher: India's No. 1 Lager

JWT is selling Kingfisher, India's leading lager, in London, with a somewhat bizarre outdoor campaign that parodies Indian ad styles. Kingfisher, the flagship lager brand of United Breweries with a share of more than 40 percent of the total Indian be

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JWT is selling Kingfisher, India's leading lager, in London, with a somewhat bizarre outdoor campaign that parodies Indian ad styles. Kingfisher, the flagship lager brand of United Breweries with a share of more than 40 percent of the total Indian beer market, according to JWT, aims to capture the minds of British males by "absorbing the brand's Indian heritage and culture" in the ads, but with an added "British edge by recognizing the greater sophistication of U.K. advertising." Indian posters are traditionally hand-painted, so the creative team of Craig Hunt and James Humphreys, along with photographer Toby Summerskill, took photos of members of the Indian community in Ilford and Brick Lane, which became the basis of art by illustrator Mike Koelsch. These "over-the-top illustrations are brought down to earth" by the line, "India's No. 1 lager, despite this advertising." The creatives point out that the posters are based on typical Indian hand-painted ads, not typical Indian hand-painted beer ads, since there aren't any
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About

Credits
Date
Jul 11, 2005
Client:
United Breweries/Kingfisher
Creative:
James Humphreys
Creative:
Craig Hunt
Illustrator:
Mike Koelsch
Photographer:
Toby Summerskill
Agency:
JWT London
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