United Breweries awards Kingfisher Ultra Max biz to Publicis

Publicis has been awarded United Breweries’ Kingfisher Ultra Max business. The account will be handled out of the agency’s Bengaluru office. KF Ultra Max was launched in 2014 and JWT is the incumbent agency. 

KF Ultra Max is a relatively new entrant in the fastest growing sub-category of super premium strong beers that is growing at 65 per cent CAGR. UB has projected a 10X growth ambition for Ultra Max in the next five years. The brand has distinctive design and taste appeal that makes it a very clear contender in the minds of young, progressive Indian beer connoisseurs. 

Samar Singh Sheikhawat, Senior VP – Marketing, United Breweries, commented, “Having partnered with Publicis for a year now, we have seen exceptional work done on the Heineken brand. From there it was a natural progression to enhance the scope of our engagement with this outstanding communications partner. We are delighted to partner with them on the KF Ultra Max brand, which is one of the fastest growing brands in our portfolio. We believe the agency will bring their strategic vision and creative clarity to further drive traction and business growth for the brand.” 

On winning the account, Nakul Chopra, CEO, Publicis South Asia, said, “There is no better accolade for us than when an existing client awards more brands to us. We are both humbled and honoured. I am sure our teams will only work harder to partner them towards more and more success.” 

Paritosh Srivastava, COO, Publicis Ambience, added here, “Kingfisher is an iconic brand and a giant in the Alcobev industry, we are thrilled to work on its high potential variant Ultra Max. The team in Bengaluru, led by Theresa Ronnie, has done a great job on Heineken and made the decision in our favour easier. We respect the client for creating a great product and having a sharp vision for it. We’re confident that our work will get KF Ultra Max a disproportionate share of the fast growing super premium strong beer segment.”