Agneesh Prosad Ray

SABMiller India

Assistant Marketing Manager

• India Launch

• India Launch

• The Coolest Job – Social Media Property

• Foster’s Art of Chilling Parties

• Foster’s Art of Chilling @ Home

• Foster’s Art of Chilling @ Work

• Foster’s LOL Evenings featuring Weirdass

Launched Peroni Nastro Azzurro in India

Marketing Strategy

Brand association with Indian fashion and film fraternity

Executed national events such as

• Lakme Fashion Week

• The Triumph Show

Spearheaded on ground activations such as “Peroni Salute”

Key Accounts branding for Eastern and Western India

Logistics for marketing mechanics

Supervised third party vendors

• Events – Mantra Events

• PR – Perfect Relations

Launched Miller High Life in India

Marketing Strategy

Executed on ground activations.

Key Accounts branding for Eastern and Western India

Logistics for marketing mechanics

Supervised third party vendors

• Events – Mantra Events

• PR – Perfect Relations

A Social Media initiative was taken up to launch Miller High Life

called “The Coolest Job” on Facebook with the brand guide line of

“Work Hard, Party Harder.”

• Conceptualized the social media property with Freak Media

• 5 Brand Ambassadors would be selected for 5 metropolitan cities

in India.

• The Brand ambassadors would be paid Rs. 1,00,000 a month and

they could also keep their old jobs.

• The Brand Ambassadors would promote Miller High Life in their

respective cities at clubs, pubs and fine dines with the events

held by Miller High Life team.

• The Brand Ambassadors would be selected on basis of their

social structure in their city and reputation of being a party

animal.

• The Grand Finale would be held in Goa.

Independently manage monthly execution of Marketing Program

for Key Accounts for Eastern & Western region of India

Involve & co-ordination of all marketing execution with sales &

regional marketing team.

Planning & Co-Ordination Plan & define the roster of activities

varying across channel for 3rd party execution force.

Vendor Management

Execution Management & monitoring- tracking & execution

marketing activities with daily MIS

Responsible for training & development of 3rd party execution

force

Implementing a verity of brand promotion & marketing activities

Foster’s with the brand guideline of "Art of Chilling", organized

weekend sunset parties for lucky winners, creating a chilling ambience

with unlimited Foster’s and barbeque.

1. Conceptualizing team in association with Mid Day

2. Executioning the on ground activations.

• Foster’s promotions were held where lucky winners could win Foster’s

merchandise or an invite to a Foster’s Art of Chilling Party.

• This was carried at all leading pubs, fine dines and clubs.

• Unlimited Foster’s Beer and Barbeque were offered at the party.

3. Created Branding Mechanics

• Art of Chilling ambience was created by selecting a venue with a swimming

pool.

• The bar counter, barbeque counter and DJ console were shack replicas

found in Goa.

• To add to the chilling experience branded deck chairs, hammocks,

umbrellas and surf boards were created

4. Logistics

• Foster’s Art of Chilling parties were held in Mumbai, Pune and Calcutta.

5. PR for Art of Chilling Events – Press and Online with

Perfect Relation.

Foster’s in association with Mid Day threw 300 House parties during 2010

IPL and 500 House Parties on Christmas Eve of 2010 in Mumbai and Pune.

1. Part of conceptualizing team in association with Mid Day

2.Executioning the on ground activations

• Foster’s promotions were run where Foster’s merchandise or Foster’s Art of

Chilling @ Home invite could be won and were carried at all leading pubs, fine

dines and clubs all over Mumbai and Pune.

• Lucky Winners were called after the 4 week promotion.

• Crates of Foster’s Beer , Dominos Pizzas and Foster’s and Mid Day

Merchandise were sent over.

3. Logistics

4. Handled the association with Mid Day

• Foster’s Cheerleaders did rounds of the winning houses and photographs were

featured on Mid Day

Foster’s in association with Mid Day started an innovative way to chill

during office hours. This activity was held in130 offices in Mumbai, Pune

and Calcutta.

1. Part of conceptualizing & Execution team in association with

Mid Day • Foster’s placed ads in Mid Day for Offices around Mumbai, Pune and Kolkata

to contact Foster’s to throw an Art of Chilling Party at their office.

• This promotion was carried out for office goers to feel an Art of Chilling

Experience.

2. Created Branding Mechanics

• A Chilling ambience was created at these offices with deck chairs, foot

massagers, live DJ, yummy barbeque and of course Foster’s

3. Logistics

4. Handled the association with Mid Day

Foster’s organized LOL evenings featuring Weirdass in all metropolitan

cities where lucky winners could win passes to watch the finale featuring

Veer Das.

1. Part of conceptualizing and execution team in association with Mid

Day, Weirdass and Mudra

• Foster’s LOL evening ads were published in Mid Day nationally

• LOL evenings were held in a duration of 6 weeks across all Indian

Metropolitan cities resulting in 40 LOL evenings.

• Promotions were run with the audiences during these evenings and

lucky winners got the chance to be a part of the Finale with India’s

leading comedian Veer Das

• The Finale was an exclusive event held in Delhi, Mumbai and Bangalore 2. Handled the association with Mid Day, Weirdass and Mudra

agneeshray@gmail.com

+65 9379 4708

http://sg.linkedin.com/pub/agneesh-ray/69/4a3/332