SABMiller's Miller High Life makes a grand entry to India

Staying true to the promise of brand's philosophy of "work hard party hard' - Monday night was chosen for launching the brand."People who live the work hard- party hard life, never have Monday blues and this is the spirit that we want to celebrate" said Derek Jones, Director- Marketing, SABMiller India about the unusual choice of the day for the launch.

Getting into the swing of things at the Miller High Life party at Blue Frog were well known faces of the Bollywood & Fashion fraternity. While some were seen sipping on the champagne of beers, others were dancing to the eclectic tunes of Dualist Inquiry, Electroverts, Dale Anderson and Anil Chawla

Talking about the target consumer group for Miller High Life, Derek Jones, added "Miller High Life is targeted at young professionals above legal drinking age in metros, who embody the brand's philosophy of "Work Hard, Party Hard'. We are positive about the success of Miller High Life in India and hope you enjoy the high life just as we do."

Consumers were immersed in the high life experience through the ambience which brought to life the brand's message. The rhomboid, which is the most distinctive visual element of the Miller High Life brand, was rendered across many applications like- rhomboid cutout screens behind the DJ Console, a bar with rhomboid shaped neons and a gaming station where people could play the Miller High Life game on I pads and win exciting Miller merchandise. Innovative ways of having fun along with being responsible were also communicated to theparty animals - A thick white line with a caution sign which read "IF YOU CAN'T WALK THIS LINE STRAIGHT, CALL A CAB"was seen as people walked out of the entry arch, and a helpline number for drop services was provided