Position the Calendar as a marketing recall tool on the lines of the Pirelli Calendar.
OBJECTIVE:
Establish 'Kingfisher Swimsuit Special as an
international platform for Indian fashion'; reiterate Kingfisher's position as the number one beer.
STRATEGY:
Have grown the Calendar in its stature and recall thought the years through its model; location; party venue and media hype through pre-event & post event media blitz.
