BOMBAY--ITC Ltd., India's largest cigarette marketer, one-third owned by Britain's B.A.T Industries, will sponsor a concert by music group Fireball November 27. The marketer will promote its 555 Filter Kings brand through the event. The cigarette was launched some time back as India's second foreign brand to be made locally. The first, Rothmans, did not renew its license with an Indian marketer and still awaits Indian government permission for a wholly owned subsidiary with plans to invest $150 million. Coca-Cola India is also a sponsor of the Fireballs performance.
Copyright December 1998, Crain Communications Inc.