Kingfisher, part of United Breweries and the HEINEKEN Company, has unveiled its largest-ever nationwide campaign, ‘Kingfisher Oktoberfest – Mug It Up!’, set to bring the iconic beer festival to over 40 cities across India. The campaign will feature consumer activations across metros and Tier 1 and Tier 2 cities, marking the first time Oktoberfest is celebrated on such a massive scale in the country.
The highlight of the celebration is the Kingfisher OctoBeer Fest in Bengaluru on October 19-20, featuring top artists like Jasleen Royal, Raftaar, and Taba Chake. The two-day event will also include a Bavarian-style beer garden, flea market, and unique beer-themed experiences.
In Kolkata, the ‘Mug It Up!’ campaign is expected to generate strong consumer engagement. With Kolkata’s growing beer market, Kingfisher aims to leverage its local presence by hosting interactive events, including beer barrel bars and themed setups. The beer-infused food pairings and Oktoberfest-themed activities are designed to attract Kolkata’s vibrant, cosmopolitan crowd. Vikram Bahl, Chief Marketing Officer at United Breweries, stated, “We are excited to bring Oktoberfest to India, allowing our consumers to connect with the global beer community while celebrating the Kingfisher brand’s legacy of good times.”
