The Hindu Business Line : Madison Advertising to handle Red Bull account

WORLD major in energy drinks, the $1.5-billion Austria-based Red Bull, has appointed the Mumbai-based Madison Advertising as its local advertising partner in the Indian market.

Speaking to Business Line, Mr Vivek Dogra, Representative, Red Bull GmbH, said, "We have decided to go in for local advertising for the brand once the volumes pick up." Sporting the baseline "Red Bull Gives You Wiiings", the extended `i' symbolises the high `energy levels' the brand is expected to deliver.

Adds Mr Dogra, "We might also use the creatives developed by Madison Advertising for our global campaigns for the brand."

Without divulging the adspends allocated to the brand, Madison Advertising is expected to devise the brand strategy adhering to its global advertising strategy based on adult humour, adventure and sports. Its global account rests with the Austria-based Kasenert Partners.

Made from synthetically derived products, Red Bull is specially formulated to provide relief from moments of high physical and mental stress and to improve endurance, alertness and concentration, and is supposed to vitalise the body and mind.

With a 70 per cent market share in energy drinks in most of the developed markets of US and Europe, Red Bull is here to create the energy drink market in India which is largely untapped, except for a few brands including the recently launched Shock from Coca-Cola.

The Red Bull brand recently entered the Indian market through the distribution company Narang Hospitality Services Ltd and is pegged at Rs 95 for its 250 ml can. Attracting steep import duties, Red Bull is being sold at almost 30 per cent premium to the brand's retail price in its hometown in Austria.

Not setting any specific targets for the Indian market, Mr Dogra says, "Being a premium brand we have realistic expectations in the Indian market. The brand will always be niche and functional." Apart from the usual pubs, hotels and upmarket shopping malls the brand will be visible in, Red Bull is also expected to tie up with corporates and IT Parks and set up beverage counters for their employees.

"We are talking to big corporates and there will be product placement within their premises," says Mr Dogra. Besides, there will be sampling teams employed by the company to visit places and people expected to serve as potential targets for the brand.

"Although Red Bull is for anybody and everybody, it is primarily targeted at those people leading active lives, ranging from athletes to students," states Mr Dogra.

Send this article to Friends by E-Mail
Comment on this article to BLFeedback@thehindu.co.in

Stories in this Section
Tariff war intensifying — Cell users can look to `bonanza'

`Long-term prospects in India are good'

Madison Advertising to handle Red Bull account

LG plans big IT retail push

Gold Souk to replicate Dubai marts

A `Trust Me' mark in the Yellow Pages

Big, bold watches made it big in '02

Magazine on economic issues