Experience adventure like never before, Kingfisher Blue presents a unique treat for adventure enthusiasts with the first edition of The Kingfisher Blue MILE.

The Kingfisher Blue MILE is an annual platform to bring together adventure enthusiasts who see adventure as a way of life. Experience hair raising adventure sports like mountain biking, deep sea diving, rock climbing, river rafting, to



name a few. The Kingfisher Blue MILE is a call to all adrenaline junkies. It is a challenge, to those who dare.

The first edition of Kingfisher Blue MILE kicks-off with one of the most coveted adventure destinations The Himalayas - The Kingfisher Blue MILE – Himalayan Expedition 2011, an eleven day expedition that kicks off on July 05, 2011 from Leh to Delhi. An opportunity for outdoor sport enthusiasts to unleash the ‘Adventurer’ in them and explore the thrills of mountain biking, as they ride 1600 kilometres of breath taking terrains before they reach their destination.

Announcing this unique adventure platform, Mr. Samar Singh Shekhawat, Senior VP, UBL said, “Our endeavour is to bring alive the brand attributes of Kingfisher Blue beer through this challenging platform of Kingfisher Blue MILE. We wish to create a community of like minded people, young at heart, seeking thrill from whatever they do in life. The Kingfisher Blue MILE – Himalayan Expedition 2011 is just the beginning of many more thrilling adventures – so join in the fun”.

The Kingfisher Blue MILE - Himalayan Expedition 2011 is the first such initiative by Kingfisher Blue MILE. The Kingfisher Blue MILE is not an escape from reality but a lifetime experience, to witness what ‘living’ actually means. So, are you ready for the challenge?

Kingfisher Blue is positioned around outdoor adventure sports high on adrenaline. In line with its position the brand’s communication – ‘BLUE FREEDOM', is a strong expression that reflects the attitude of today’s youth. It inspires them to escape from their mundane routine of everyday life in search of freedom. The campaign taps the zestful, outdoor




eans. So, are you ready for the challenge?

Kingfisher Blue is positioned around outdoor adventure sports high on adrenaline. In line with its position the brand’s communication – ‘BLUE FREEDOM', is a strong expression that reflects the attitude of today’s youth. It inspires them to escape from their mundane routine of everyday life in search of freedom. The campaign taps the zestful, outdoorsy nature of the youth who have the hunger to explore their adventurous side.