After acquiring breweries and formula one brand abroad, Vijay Mallaya's UB Group is now out to promote an all-Indian rock band and has come forward to host a rock band competition in seven cities of the country.
The winner of the grand finale of DSP Black Rockilution, rock music competition, which is open to professional and semi-professional rock bands of the country would get a chance to cut their own album with the Sony BMG.
After Pune and Mumbai, the competition would come to Delhi for the regional finals on September 22 and the competition would take place at Tivoli Gardens.
Through the DSP Black Rockilution, the United Spirits Limited, part of the UB Group, is also looking at re-launching the brand in a new pack. Rockilution would be part of the aggressive outreach programme aimed at attracting the youth. Mathew Xavier, Business Head, United Spirits Limited (USL), sharing the growth plans for the brand, said, "DSP Black has the right balance of youthfulness and premium look, and therefore has a significant role in tapping new consumers in the segment.
Besides Delhi, the DSP Black Rockilution music competition would also be held at Pune, Mumbai, Ludhiana, Kolkata, Bangalore and Hyderabad over a month starting from Pune on September 14.
The grand finale is set to take place in Mumbai at the Hard Rock Café on October 14. Judging the bands across would be Gary Lawyer--the pioneer of rock music in India and Mahesh Tianikar--the lead guitarist for Indus Creed known for his cool image in concerts.
According to company officials, DSP Black is set to add several such youth talent promotion platforms in the next few years and become the symbol for status
and fun.
Source: The Tribune, 13/9/2007
