StrawberryFrog India lands Miller High Life and will launch multimedia campaign in October

Miller High Life, a lager brand from the house of Bengaluru-based beer company SABMiller, has appointed StrawberryFrog India as its Indian creative agency. The appointment comes on the back of a multi-agency pitch process.

Raj Kamble (pictured), managing partner, StrawberryFrog India says: Miller is an interesting opportunity for StrawberryFrog to create a “cultural movement” for the beer brand, our own brand building model.”

“We are thrilled that the Miller brewing company has selected  StrawberryFrog to build its most important brand in a market with massive potential and world class advertising,” says Scott Goodson, Chairman of StrawberryFrog.”

The movement will be a 360 degree multimedia effort that is scheduled to break around October this year.”We hope we will get a chance to use new media and explore ideas beyond traditional advertising,” he offers about the media mix of the upcoming communication for the brand.

Miller High Life was launched in India in 2011 and is currently available in all the major cities in 330 ml and 650 ml bottles. The brand is said to symbolise the American saying, ‘Work hard, party hard’ and is known for its catch-phrase ‘It’s Miller Time’.

The parent company SABMiller has brewing interests and distribution agreements across six continents. The company entered India in 2000 by forming a joint venture with and later acquiring Narang Breweries. SABMiller currently has 10 breweries located across the country.

Besides Miller High Life, other brands from the company include names like Peroni Nastro Azzurro, Indus Pride, Foster´s, Haywards, Knock Out and Royal Challenge.

For the record, StrawberryFrog launched its India operations in November, 2012, and StrawberryFrog Singapore earlier in 2013 . Earlier this month Arun Raman, former executive vice-president, strategic planning, Lowe India, was brought on board to head the strategic planning function at the agency.