Kingfisher Premium brings Sahara Force India drivers closer to fans


Kingfisher Premium brings Sahara Force India drivers closer to fans

Adrian Sutil and Paul Di Resta stir up enthusiasm as they indulge in fun beer games and some serious racing off the track with the Mumbai youth! 

Kingfisher Premium provided aspiring race car drivers and fans alike with a once in a lifetime opportunity to meet Sahara Force India drivers – Adrian Sutil and Paul Di Resta at Hard Rock Café today. With almost a week left for the new season to begin, both the Sahara Force India drivers were seen in town interacting with fans and getting a taste of India.

The euphoria amongst the youth was palpable as they gathered in large numbers to catch a glimpse of the speedsters. The drivers faced off against each other as they raced remote controlled cars, as the crowd cheered them on. The venue was abuzz with activities as Kingfisher Premium ensured their fans had a great time. Complete with beer games and an energetic performance by the band ‘Something Relevant’ the ‘Meet and Greet’ with the drivers turned out to be a cherished opportunity for all.

Hundred lucky fans were shortlisted through online contests that included virtual racing on the website and promotions held through the Facebook page. Fans also got an opportunity to win invites for the meet on Kingfisher’s Twitter handle.

Speaking about the contest and Kingfisher’s association with sports, Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Ltd. said, “Kingfisher Premium’s association with sports is indispensable and over the years the brand has associated with a host of sporting events across the country like IPL, Football, Rugby and Racing. Also known to be the King of Good Times, Kingfisher kick started this racing season by stirring up excitement and taking it a couple of notches higher for fans and consumers alike. Around 100 consumers from across the country were given an opportunity to not only meet with the Sahara Force India speed gods but also spend an entire afternoon with them. We do hope they enjoyed themselves and took back the Kingfisher experience with them”.

On meeting the Force India Formula One team fans, Paul Di Resta said, “It is incredible to be here in India as always. The enthusiasm that the youth in India hold for the game and the Sahara Force India team is fantastic. It has been a memorable experience so far and I look forward to the up-coming season.”

Speaking on his visit to India, Adrian Sutil said, “It is always a fantastic experience to visit India and I definitely look forward to more such visits. It is very encouraging and exciting to see the passion that the youth here holds for the sport”.

About Kingfisher Premium:

Kingfisher Premium is a flagship brand from The United Breweries Group. It is a lifestyle brand associated with fun, style, fashion and sports. The brand has won many international awards for its brew, packaging and advertising. Currently available in over 50 countries, some of its most memorable initiatives include the Kingfisher Swimsuit Calendar and Kingfisher Fashion Awards.

Kingfisher is associated with Kingfisher Derby, Kingfisher Voice of Goa and Kingfisher Octoberfest amongst a host of other properties. A few of them include the Kingfisher East Bengal Football team, the official refresher of the Delhi Marathon, Mumbai Marathon and the Bangalore Marathon. In the past Kingfisher has, had brand ambassadors such as Andrew Flintoff, Michael Vaughan, Ajay Jadeja and Sourav Ganguly. Kingfisher Premium is partners to the Force India Formula 1 Team. Kingfisher has also associated itself with the IPL this season, by officially being the Good Times Partner of 6 Teams – Mumbai Indians, Royal Challengers Bangalore, Deccan Chargers, Rajasthan Royals and Delhi Dare Devils, King XI Punjab.

Kingfisher also owns the most glamorous property ‘Kingfisher Swimsuit Calendar”. Introduced in 2003, the ‘Kingfisher Swimsuit Special’ became a pioneer of sorts in India and led the path for many such concepts to follow. In addition to this, Kingfisher has been associated with various Fashion festivals in India. Kingfisher has been a “Good Times Partner” to the FDCI sponsored Wills India Fashion Week in Delhi, the Lakme Fashion Week in Mumbai and the Punjab International Fashion Week. It is also co-hosts the Chennai International Fashion Week and the Coimbatore Fashion Weekend.

In music, Kingfisher owns the coveted “The Great Indian Octoberfest” which attracted footfalls in excess of 65000 in 2010 and the popular Kingfisher Voice of Goa.

Kingfisher’s Associations with Sports:

Kingfisher’s association with sports started in 1988 with the prestigious Kingfisher Derby, Bangalore; and in later years saw the brand associate with a host of ‘Derbies’ across the country. In the mid 90s Kingfisher sponsored the Sailing Rally from Bombay to Goa. In 1996 Kingfisher sponsored The West Indies Cricket team which gave birth to the iconic jingle “Ooh La Lala Le O” which is today synonymous with the brand Kingfisher. The association with cricket continued with brand ambassadors such as the iconic Indian cricketers Sourav Ganguly & Ajay Jadeja in the late 90s & two of the world’s best cricketers Andrew Flintoff & Michael Vaughan.

1996 also saw Kingfisher’s 1st foray into the world of racing with a sponsorship of the Benetton Formula 1 team. Besides sponsoring the Toyota Formula 1 team, the brand endorsed India’s best race drivers Narain Karthikeyan & Karun Chandhok. Kingfisher also gave its F1 fans a once in a lifetime opportunity to race with the Force India drivers in a unique go-karting challenge.

The brand co-owns the Kingfisher East Bengal Football Club which is the 2003 Asean Champions and also 3 times winners of the National Football League. The brand sponsors the Kingfisher Pro-League in Goa, which is the premier league of Goa’s top 8 clubs, in addition to this Kingfisher sponsors the Goa state football team & conducts annually the Goa Beach Football Tournament. In addition to this, the brand sponsors another I-League team, Lajong FC, hosts the “Kingfisher Corporate 5s’ an annual five a side football event at a national level and sponsors all key events under the auspices of Indian Rugby & Football Union of India. Kingfisher is the Official Refresher to all of India’s premier running events, the Mumbai Marathon, the Delhi Half Marathon & the Bangalore World 10k.