While Foster’s has been chilling India for quite some time now, they have come up with new way to have fun. The restrictions on alcoholic beverages while advertising in India and compels the companies to think out of the box to give their consumers a reason to be happy about. The premium Australian beer brand has come up with the ‘F-row’ initiative. As part of this initiative, Foster’s has tied up with all Inox theatres in Bangalore, wherein the ‘F’ row across all the theatres would be branded Foster’s and the ‘F’ row ticket holders would be entitled to special benefits and surprises. The brand also plans to take it further to other metropolitan cities. Foster’s has always positioned itself around relaxation and has been using the creative platform of ‘Art of Chilling’ and movie viewing is all about relaxation and chilling out which seems a perfect fit! With this initiative, the company hopes to further strengthen the brand recall for Foster’s. Also, staying true to the brand positioning of ‘Art of Chilling’, there is a lounge area with foot massager so that you can relax yourself while you wait for the movie to start or during the interval of the movie! Guess its Foster’s idea to ‘take a chill pill’!

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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