THE KINGFISHER ULTRA INDIAN DERBY TO BE HELD ON SUNDAY 7TH FEBRUARY 2016

The Derby goes Ultra

A thrilling display of equestrian excellence, enchanting fashion and plenty of Good Times await India’s Biggest Horse-Race & Show of Fashion

by Shrutee K/DNS

Mumbai, Combining the worlds of glamour and fashion with adrenaline-pumping top class horse racing, Kingfisher Ultra, the hugely successful brandfrom United Breweries, announced its first ever association with the Indian Derby, leading to the 2016 running of the Grade 1 Indian Derby being called THE KINGFISHER ULTRA INDIAN DERBY partnered by Signature Packaged Drinking Water. The week-long countdown to the Kingfisher Ultra Indian Derbypartnered by Signature Packaged Drinking Waterwhich will be held on Sunday, 7^thFebruary.

Samar Singh Sheikhawat, Senior Vice President - Marketing, United Breweries Limited along withMr. Zavaray S. Poonawalla, Chairman of the Royal Western India Turf Club and Mr. Vivek Jain, Chairman of the Marketing Committee, RWITC, unveiled the coveted trophy, which is inspired by the regal legacy of equestrian racing. The Kingfisher Ultra Indian Derby partnered by Signature Packaged Drinking Water is one of the richest sporting events in India boasting an unmatched stake money in excess of Rs. 3 crore, and a spectacular exhibition of equine power and high fashion. Over 30,000 guests, including many of Mumbai’s hip and fashionable set are expected to descend onto the Mahalaxmi Race Course for this iconic event.

Commenting on Kingfisher Ultra’s sponsorship of the Indian Derby, Samar Singh Sheikhawat, Senior Vice President - Marketing, United Breweries Limited said, “Kingfisher Ultra is a super-premium mild beer brand and is one of the fastest growing brands in our portfolio. Ultra is the only beer brand in the country that associates itself with fashion. We have leveraged fashion and lifestyle to create a distinct premium identity for Ultra, and the Kingfisher Ultra Indian Derby is India’s biggest show of fashion, apart from being the most prestigious horse race in the country. We look forward to delighting consumers with the Ultra Experience – The Emperor of Good Times”

Subroto Geed, Senior Vice President – Marketing, United Spirits Limited said,  “USL will continue to partner with RWITC through revised terms of engagement for the remaining two years of the existing contract - in 2016 and 2017.  USL and RWITC have had an unprecedented long and mutually beneficial relationship for over 3 decades, with USL building the Indian Derby to its current stature as India’s premier racing and lifestyle event.  USL through Signature Packaged Drinking Water will continue partnering with the Indian Derby as a title partner as the title transitions to the new sponsorship.”

The upcoming extravaganza will boast internationally acclaimed jockeys and their prime stallions battling it out on the turf as the city gears up to put their best fashion foot forward. The Indian Derby is the single largest attended event in Mumbai and one of the leading community celebrations in the world.

Zavaray Poonawalla, Chairman RWITC, said, "The Kingfisher Ultra Indian Derbypartnered by Signature Packaged Drinking Wateris India's biggest race by far. We are privileged to host it once again with our usual pomp and pageantry."

Vivek Jain, Marketing Head RWITC stated, "This year will be the first co-branded Indian Derby in history. We are delighted that two leading brands in their respective fields – Kingfisher Ultra and Signature will partner to bring this iconic race to our Turf. The promotion and build up will be mammoth and we are committed to host yet another grand weekend."

Says one of our racing experts, “The 2016 running of this iconic event is amongst the most open in decades and has compelling stories emerging with just a week to go. The Kingfisher Ultra Indian Derbypartnered by Signature Packaged Drinking Wateris the second leg of the Indian Triple Crown and is run over a mile and a half which requires the perfect balance of speed and stamina to win this prestigious race. It is expected that while the front runners will be colts or geldings, the emergence of a star filly from Pesi Shroff’s stable, called ‘Myrtlewood’ is giving the boys sleepless nights and many believe that she will win this battle.”

The races will be telecast live on the Neo Network and a recent arrangement with Bloomberg TV will increase the footprint even further.The races start at 12:30 and go on till sundown. Tickets are easily available at the venue. For more details visit www.rwitc.com

About Kingfisher ULTRA

Kingfisher ULTRA, the Emperor of Good Times was launched in September 2009. A high-end brand from United Breweries, ULTRA assures consumers the best quality, taste and the most differentiated experience across every touch point. Kingfisher ULTRA is made from the finest imported malts and hops giving it a distinctive taste. The packaging is unique with an embossed flint bottle, ring pull crown, gold metalized neck and front label.

The brand has based its activations on prominent genres like fashion and music. Apart from these, Kingfisher ULTRA has also launched various other activations and promotions across all points of sale which have met with positive response amongst its consumers. It is a beer for the classy, modern, urban, confident, independent and self-assured consumer. It is for those who want the best and deserve the best. It is currently available in all major cities of the country.

About Signature Packaged Drinking Water and Signature Start Up Accessories

For over two decades, Signature has been acknowledged as a highly distinctive and premium brand in the USL portfolio. Under this trademark, the company also successfully operates strong brand extensions in Signature Packaged Drinking Water and Signature Start Up accessories. The exciting range of Signature Start Up accessories includes trendy T-shirts with messaging that inspires people to make their mark on the world by starting up and following their passion. The Signature Start Up accessories collection is available on leading e-commerce sites.