The brands were introduced in select markets of Maharashtra in May this year and will be launched shortly in all beer markets in a phased manner. Says a SWC spokesperson: ``With the new launches, we plan to increase our share of 23 per cent of the beer industry by a few percentage points.'' With SWC's two-pronged focus on retail and institutions, Hi-Five and Lal Toofan are expected to secure a five per cent share of the mild and strong segments, respectively.

The Hi-Five brand (priced at Rs 37) will target the beer market dominated by national competitors like Kingfisher and Fosters, while Lal Toofan (priced Rs 40) will take on competition from regional brands like Knock Out, Bullet, and Khajuraho in different markets.

Following an extensive market research in target markets across the country for arriving at key parameters for the brand launches, SWC's creative agency Lowe Lintas will position Hi-Five as the 'Soft Drink of Beers' and Lal Toofan as a `premium Indian strong beer with ethnocentric values.' With a tag line of `The Thanda Funda', Hi-Five will target the youth in the age bracket of 18-34 years, especially ``fun seekers who drink for enjoyment and relaxation.'' Lal Toofan will adopt a brand platform of `Ghoont Ghoont Mein Toofan' to create ``ethnocentric values for the macho, down-to-earth consumer with preference for a slightly stronger brew.''

While SWC proposes to promote Hi-Five with both above-the-line and below- the-line spends, Lal Toofan will be supported with below-the-line activities like consumer and trade promotions in the first fiscal.

Also, in order to build a distinct identity on the web, Hi-Five has tied up with Contests2Win.com. As per the year-long tie-up, a new contest will be conducted every month to appeal to the target consumer.

SWC will also launch shortly a Website specific to the Hi-Five brand.

With a planned national roll-out, Hi-Five will soon take positions across television channels to broadcast a series of humorous ads-its earlier 2-series campaign had unfolded with its launch in May in Maharashtra.

For Lal Toofan's packaging, the design has been internationally developed which integrates a distinctive Cartouche and lettering. Its bottle has a gold-printed top foil imported from Germany. And the carton has also incorporated a Cartouche on a vivid design background.

The Hi-Five brand is offered in transparent new flint bottles with top gold foil. Its label is designed in London with its outer shipper carton made of a high quality duplexboard.