 
The Great Indian Octoberfest, a music festival sponsored by beer brand Kingfisher Premium, kicks off in Bangalore on 22 October forming one of India’s largest festivals.
Kingfisher backs the musical carnival under its umbrella communications banner – ‘Enjoy the good times’ and Kingfisher Premium promotional work promises ‘three continuous days of electrifying musicals performances, unlimited beer, finger-licking food, eclectic shopping at the bohemian flea market, a display of gorgeous antique cars and an arena of competitive gaming.’
Participating musicians include Medusa, Bedouin Sound and Lacuna Coil. The festival also features work by painters and sculptors and dance performances.
Last year Octoberfest attracted over 50,000 people who between them drank more than 15,000 litres of beer. Kingfisher this year promises to strengthen its foothold in the country and further establish itself as the biggest music festival.
Promotional work for the event and communicating around it takes place across a number of media platforms. In addition to the brand-backed dedicated event website, Kingfisher Premium has also set up a presence on Twitter and Facebook. Both social media initiatives promote the festival, alongside sealing partnerships with magazines and newspapers where people can win tickets.
The sponsorship aims to reinforce the beer brand’s position as a trendsetter when it comes to celebration and providing its consumers with unforgettable experiences. The brewer is also using the festival to launch a limited edition commemorative Kingfisher Octoberfest Draught Beer Can.
Comment:
Social media played a key role in the promotion of the event, particular on Twitter which saw the brand tweet using the hashtag #TGIOF and unveiling the line up tweet by tweet.
The event was also promoted elsewhere by the brand via other marketing initiatives such as in its 2011 girls calendar and its F1 motor racing activities.
Links:
http://www.youtube.com/watch?v=XJwB1mdG4GA&feature=player_embedded
http://www.facebook.com/event.php?eid=156704697691535
http://www.flickr.com/photos/renjithks/5114911911/
http://www.youtube.com/watch?v=uAzufxKMaY0
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