Reason why Johnnie Walker will keep walking miles ahead..

Awesome. A great piece of advertising. Inspiring. Nicely executed.

Jazz Masters and Unbelong

Finally got some rest. I guess I needed this rise in temperature with a heavy head and a running nose. Complete bed rest. And after spending 48 hours surfing channels on my Onida set; I found at last, one thing that’s worth mentioning.

Yes, Jazz Masters in association with VH1 sponsored by Black & White. B&W has managed to create a brilliant property for itself. Some thinking has really gone in. B&W is for people who “Unbelong”. People who’re definitely mainstream yet they’re not necessarily from the mainstreet. The alternate seekers… ok… those who drink mixers… eh? Hmm… people who like Jazz with influences of R&B, Pop and Funk. People who Unbelong. ‘Marriage of contradictions, different from the usual,’ as the site mentions. Now that’s real brand connection.

However all my excitement turned in to disappointment when I went through the website they created for these event. It speaks everything about the event but hey I also want to know about your brand. What’s your history - your story from Scotland? Why do you want me to Unbelong, when Johnny’s asking me to keep walking? Now that’s shitty job. Honestly, I will go watch the event, be very happy, tell people about the gig and how Bob James and Earl Klugh improvised and I might even blog about it. But I shall not tell anyone about the B&W brand. What a pity?

Isn't the idea of using event/surrogate to promote the B&W brand?? Don’t get me wrong but half done things as final product really pisses me. Either you do it thoroughly. Or you don’t do at all.

Now here’s a brilliant idea. Free of cost guys. Just make sure you pay me the royalty when you implement it. Ha.

Black and White Terrier owners. Blackie and Whitey. (Someone please find me what breed are those two little cute pups?) B&W should actually promote people with pet terriers. They are people who truly Unbelong. Imagine lots of people in your city heavy petting a pair of black and white terrier. They walk on the streets, in the parks. Living brand icons. Public relation for free. Well you can tie up at dog shows. Give few bottles to the vet to spread the buzz. Even create soft toys of Blackie & Whitey for kids, whose parents drink B&W. Boo.

So next time, please do ensure that you give enough information about your brand because people might just want to know more.

Let’s have it doggy style. Cheers. Woof! Woof!!

Dope on Booze

Interesting figures in today's ET. Booze market in India is growing.

• In 2006, sales of beer and other spirits crossed 220 million cases - a growth of 10%
• Indian Made Foreign Liquor (IMFL) sales made up half the market
• The market for IMFL is estimated to be around Rs. 34000 crore
• Beer hogged 90% of the rest of the market
• There are estimated to be 200 million regular whiskey drinkers in India
• A McKinsey study sees consumption of alcoholic beverages growing from Rs. 11,500 crore in 2005 to Rs. 71,200 crore in 2025 at an annual CAGR of 9.6%
• Almost 90% of the whiskey sold in India costs less than Rs.300
• The alcoholic beverage market is seen growing @ 15 - 20% if deregulated
• Exponential growth in the premium liquor segment is pulling the entire category
• Imports account for barely 1% of Indian spirits market
• INDIA is the BIGGEST CONSUMER of WHISKEY in the WORLD

Hola, I guess Alcoholic Anonymous has lot of work to do in this country. Anyone out there has any interesting campaign based on this figures. If yes, do revert. And don't drink and drive, you might end up paying the cops more than you drank.

Hic.

Update: More resources:

• Beer sales in India are forecast to grow at a CAGR 17.2% to 2011
• South India consumed most beer - 471 million litre, while north guzzled up 35 million cases
• Kingfisher rules the market with 45% share
• SABMiller brands command 37% market share
• Annual per capita consumption stands at just 0.6 litre compared to 23 litre in China, an average of 73 litre across Europe and 78 litre in US

Hurray.