Tag: Carlsberg India

Carlsberg and Liverpool FC recreate a miracle

MUMBAI: It’s time to raise a can to one of football’s greatest comebacks! To mark 20 years of Liverpool FC’s unforgettable “Miracle of Istanbul”, Carlsberg India has unveiled the Carlsberg smooth limited-edition ‘Miracle of 2005’ Can, a stylish tribute to the night the Reds turned a 3–0 deficit into Champions League glory.

The campaign, aptly titled Live the Miracle, invites fans across Maharashtra, Karnataka, and Goa to relive the emotion of that night, one sip at a time. The can design fuses Liverpool’s iconic red with Carlsberg’s signature green, featuring timestamps of every pivotal moment from the match, echoing the highs, lows, and that unforgettable lift of the trophy.

But the celebration doesn’t stop at the can. Through the campaign, fans can step into goalkeeper Jerzy Dudek’s shoes in an interactive online game accessed via Carlsberg India’s Instagram or QR codes on retail displays. Winners stand to claim exclusive prizes, from Carlsberg x Liverpool FC merchandise and screenings with club legends to an all-expense-paid trip to Anfield.

“The Miracle of 2005 is more than just a match, it’s a story of resilience and passion,” said Carlsberg India vice president – marketing Partha Jha. “With ‘Live the Miracle’, we’re not just commemorating that night; we’re bringing it alive for Indian fans through experiences that go far beyond watching the game.”

The partnership between Carlsberg and Liverpool FC dates back to 1992, making it one of football’s longest-running collaborations. From the treble of 2001 to the miracle of 2005, the Carlsberg logo has stood proudly on the Reds’ chest through their most iconic victories.

Now, two decades later, that spirit of belief and camaraderie is bubbling over once again, in every limited-edition can that invites fans to live the miracle, sip by sip.

October 27, 2025
Dentsu Impact wins Carlsberg India social media mandate

MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has expanded its recently set up digital division by adding Carlsberg India’s social mandate to its folio. Dentsu Impact Digital expanded the range of services offered by the agency to its clients. The agency already handles duties for the Roca group, with its brands Parryware and Roca.

A press release from the agency read: “Dentsu Impact has been the creative partner of Carlsberg India for a few years now, and the addition of social media duties is a testament of the strong relationship between the brand and the agency.”

Carlsberg India VP–marketing Mahesh Kanchan said, “At Carlsberg, we see a huge role for new age media to drive conversations and engagement with our audience. What better partner to help us do this other than a long-time partner like Dentsu Impact, who has been helping us build the brand in India for a few years now. So, when the agency expanded its services to include digital solutions, the decision to work with them was an easy one for us. We are excited and positive that this association will help take our brand to the next level.”

Dentsu Impact president Amit Wadhwa said, “At Dentsu Impact, we believe that one needs to constantly keep evolving with the times and do whatever is required to bring the best solutions to our clients. We always felt that managing brand synergies becomes challenging when creative and digital duties rest with different partners. And thus, we wanted to offer a holistic solution so we could help brands speak the same language across all mediums.”

Speaking about the Carlsberg business, he added, “We have partnered Carlsberg India for years now and we share an excellent relation with them. Their confidence in our team’s capabilities in terms of brand understanding as well as solutions delivery is something that helped us gain this mandate. We look forward to bringing the Carlsberg wit alive across all mediums.”

January 3, 2019
Carlsberg Smooth launched with Saif Ali Khan to target urban consumers

MUMBAI: Carlsberg India has launched Carlsberg Smooth, a premium mild beer made with the finest European Barley for a rich and smooth taste. Brewed specially for the Indian palate with a refreshing and elegant taste, Carlsberg Smooth offers a unique product and a new experience to the consumers.

The brand has also associated with Bollywood actor Saif Ali Khan for the launch.

Carlsberg India vice president of marketing Mahesh Kanchan says, “With Carlsberg Smooth, the restaged premium mild beer, we aim to further strengthen our commitment to the Indian market and expand our portfolio. Carlsberg Smooth will be available across key markets in India and we hope to continue our tradition of providing ‘the best’ to the Indian consumers. We are confident that the refreshing brew will be hugely appreciated by all.”

Commenting on his association with Carlsberg India, Saif Ali Khan adds, “It is always exciting to be associated with brands that not only offer a great product but also believe in creating an unforgettable experience for its consumers. I’m very happy to be associated with Carlsberg India and I wish Carlsberg Smooth great success.”

Carlsberg Smooth will be available across key markets in India and we hope to continue our tradition of providing ‘the best’ to the Indian consumers. We are confident that the refreshing brew will be hugely appreciated by all.”

Carlsberg Smooth has been launched across the states of Maharashtra, Goa, Andhra Pradesh, West Bengal, Rajasthan and Haryana. It will soon be launched in Karnataka, Telangana and Uttar Pradesh. Carlsberg Smooth will be available in 330ml, 650ml bottles and 500ml cans, however the SKU availability will differ from state to state.

Carlsberg India Private Limited (CIPL) commenced its operations in 2007 with the first production in Paonta Sahib, Himachal Pradesh. The product portfolio of the company includes its brands – Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong and Tuborg Classic.

June 13, 2018