Cobra, a British-made beer brand founded by an Indian immigrant Karan Bilimoria in 1989, has rolled out a new ad campaign dubbed as ‘Splendidly Indian.’

Photo: the Cobra beer, from cobrabeer.com

Cobra that since 2009 belongs to Molson Coors Brewing Co, is a popular choice in Britain’s South Asian restaurants, says Ad Age. The campaign developed by Beattie McGuinness Bungay features a TV spot and is promoted on Facebook brand’s page. It celebrates the vibrant and exotic life in India and offers consumers an opportunity to win a trip to this country as well as other prizes.

The spot showcases an Indian railway station crowded with people who then travel through picturesque landscapes enjoying their Cobra. ‘Splendidly Indian. Superbly smooth’ says the tagline. Cobra Facebook page explains: «Cobra comes from today’s India, an incredibly exciting country steeped in tradition, but where a new generation is rising and making a unique mark on the cultural landscape,» and the brand presents its product as a bridge to experience a new culture.

To expand the ‘Indian experience,’ Cobra has teamed up with The Guardian newspaper and shot three short films featuring India’s first street-fashion blogger, Manou; visual-arts collective Blot (Basic Love of Things); and food writer Vandana Verma. People can explore a City Guide to Bombay’s styles, cuisine and music on The Guardian’s website. The brand’s web site offers a ‘curry locator’—a guide to some of London’s Indian food restaurants, along with reviews and recipes.

Last fall the Cobra beer brand was redesigned and it proved to be sucessful. Cobra’s smartly points itself out on the fully packed UK beer market by playing off the beer’s heritage. And while India is one of the most rapidly developing markets in the world, Cobra has a good chance to win a significant market share in the UK.