Kingfisher 'India's Number 1 lager' by JWT

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The new poster campaign for Kingfisher beer draws heavily on the classical style of Indian advertising using bold painted colours and images, while also poking fun at it by using the strapline of "India's number 1 lager, despite the advertising". JWT is hoping the combination of the two styles will highlight the greater sophistication of UK advertising. The creative team took photos of Indian models in Brick Lane, London, to get the correct style for the ads. Then artist Mike Koelsch used them to produce the illustrations.

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Keywords:

JWT, Kingfisher, Outdoor

Released: 18 June 2005

Credits

Project name
India's Number 1 Lager Despite the Advertising
Client
Kingfisher
Client
Brian Dozey, marketing director
Brief
To reclaim market leader position within the "accompaniment to Curry" lager market
Creative agency
JWT London
Copywriter
James Humphreys
Art director
Craig Hunt
Agency planner
Frank Bethel
Media agency
Mediaedge:cia
Media planner
Samantha Emmanuel
Photographer
Toby Summerskill
Illustrator
Mike Koelsch at Debut Art
Exposure
Launching in London on June 18, the campaign will run as three 48-sheet poster executions (300 sites) and three 6-sheet poster executions (300 sites) as well as on London taxis and rickshaws

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