As part of an advertising campaign timed to capitalize on interest in the FIFA World Cup, Kingfisher, the largest-selling beer in India, got seven Bangalore stations to play the same content for three minutes of the morning and evening rush on 8 July.
Presenters from Radio City, Radio Indigo, Big FM, Red FM, Radio One, Radio Mirchi and Fever FM all discussed a common football-related topic, including their opinions on vevuzelas.
Samar Singh Sheikhawat, senior vice president of marketing for United Breweries Ltd., stated, “Kingfisher has always been associated with fun, fashion and sports, and in sports we have some very strong associations for over a decade now. This radio marketing initiative is all about creative humor and bringing football lovers together at the same time.”
The radio program was part of Kingfisher’s “GameFace” campaign.
