May 2008,

SABMiller India had introduced the first Indian flavoured beer brand to be brewed with spices (Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon) called INDUSPRIDE, but withdrawn from the market subsequently. In 2011, they bounce back with a stronger strategy and the ask was to develop a re-launch campaign for seven cities – Pune, Mumbai, Delhi, Gurgaon, Chandigarh, Kolkata and Bengaluru.

Giving a tribute to the exquisite sense of taste, the challenge was to create surrogacy advertising, which conveys a premium Indian beer brewed with authentic Indian Spices. The creative solution was to depict symbolic Indian gourmet food, fusion music and travel using the spice mosaic and choice that hops to create a taste that’s distinctly Indian. Coining the campaign line “India’s got taste”, sums up the product credentials and the emergence of the global Indian with fine tastes in life. Using the negative space of the bottle to imply the category. Finally, the beer came out in the market, which’s just not made in India, but made for India.