Shaw Wallace ropes in Kannada actor

Shaw Wallace Breweries has roped in Kannada matinee idol Darshan as the new brand ambassador for "Karnataka's favourite beer, Knock Out", a company executive said.

Vinod Giri, director marketing, Shaw Wallace Breweries told reporters here, "Knock Out has defined strong segment in Karnataka for decades. We wanted it to appeal to those men who successfully stand up to everyday challenges without making any fuss about it. Darshan embodies the values and therefore we consider this a perfect fit, which will go a long way."

Launched over 20 years ago, Knock Out has become a leading brand in the 'strong beer' segment.

It is currently sold across most of India and has grown to become a major player in the 'strong beer' segment.

The company leads the 'strong beer' segment with an estimated initial market share of about 34 per cent and a robust beer brand portfolio consisting of Haywards 5000, Haywards 2000, Knock Out, Castle Lager, Royal Challenge and a host of other regional brands.

In his role of a brand ambassador, "Knock Out Star" Darshan will be a part of the Knock Out promotion blitzkrieg, beginning with Darshan's soon to be released Kannada movie 'Shastry'.

Darshan has acted in over 18 movies in Kannada such as 'Karya, Ayya, Darshan, Kalasipalyam' have ensured him a huge fan following.