MUMBAI: With limited advertising options at their disposal, liquor brands are examining all the possible opportunities to piggy-back on cross-marketing tie-ups. UB group's flagship brand McDowell's No 1 is presenting Raveena Tandon's feature film Stumped.

An official release quoted UB group chairman Dr Vijay Mallya as saying: "McDowell's No 1 is a mega brand reaching out to consumers across the length and breadth of the country. Just as cricket and Bollywood cut across a wide sceptrum, McDowell's No 1 too is a brand that transcends all segments. The association of our flagship brand with Stumped is a step to reach out to our consumers and bring together their biggest passions - cricket and Bollywood!"

In recent times, McDowell's No 1 has made an effort to continue its reliance on entertainment as medium to reach out and cement its connect with its consumers. This is part of the brand's fresh image makeover with its internationally designed packaging. The brand managers have identified that films and cricket have a huge following across India. The brand custodians also see a natural fit between McDowell's No 1, touted as India's leading liquor brand, and Bollywood.

Under its "Mera No 1 Entertainment" banner, the brand achieved high top of mind recall through its association with the latest Bollywood films such as Devdas, Road and Kaante. Stumped is another step in the same direction, say UB officials.

"Just like Bollywood and cricket transcend all consumer groups, mega brand Mcowell's No 1 has a mass yet aspirational appeal across all segments. We also associated with the big-ticket Elton John show in Bangalore held in 2002," says UB group's spirits divisional vice president (marketing) Alok Gupta.

Several initiatives in this direction have ensured that the brand gets a more contemporary image. UB officials claim that McDowell's No 1 sets the benchmark in its segment on packaging, price, blend and its total value proposition. They add that it has the distinction of being one of the fastest growing and one of the largest selling whiskies in the world. It sells close to 4 million cases per annum in the Indian market and is also exported to 15 countries.