Cobra has launched a £4m advertising campaign across TV, cinema and digital to spearhead growth for the brand in world beer.

A new ad features the strapline ‘A fresh take on authentic India’ to celebrate the brand’s origins and shows a train of modern Indians journeying through the country’s vibrant landscape.  On board are three up-and-coming Indian talents in fashion, food and music.

Chris McDonough, managing director at brand owner Molson Coors UK & Ireland, said the new ad campaign would deliver genuine consumer engagement as well as driving sales.

“This is going to be a huge year for Cobra,” he said. “It’s already one of the world’s most celebrated lagers and by increasing our total marketing investment we aim to make Cobra a top 10 UK beer brand.”