Cobra's "Splendidly Indian" campaign represents the vibrancy of life in India, specifically Mumbai, to sell a British-made beer in the U.K.
Karan Bilimoria, an Indian immigrant to the U.K., launched the brand in 1989 and sold a majority stake to Molson Coors Brewing Co. in 2009. That led to a bigger marketing budget and the aim of becoming a top-10 U.K. beer brand. Brewed in Burton-on-Trent, U.K., Cobra is an increasingly popular choice in Britain's South Asian restaurants.
Developed by Beattie McGuinness Bungay, the TV campaign broke this month and is supported by a YouTube channel and Facebook brand timeline.
The spot takes viewers on a fictional train journey that exposes the cool side of India as passengers wait for the beer trolley to bring them a fresh Cobra. Built on the growing familiarity with Indian imagery, brought to Western viewers by movies like "Darjeeling Limited," "Slumdog Millionaire," and "The Best Exotic Marigold Hotel," the ad suggests the excitement of a subcontinental journey, minus the stress and confusion. Helping the good times roll, a relaxed brewmaster revels in socializing with passengers and savoring the quality of his own creation. Just like the beer, he is "superbly smooth."