Kingfisher Strong, in association with Acme Events, is engaging customers in 50 tier II and III towns across India through an activity initiated exclusively for the IPL season, from March 12-May 25, 2010. The activity plans to reach out to five lakh people during this period.

The activity in each city includes spin-and-score, and lucky draws. For the spin-and-score activity, every customer will get a chance to spin the Kingfisher Strong branded wheel on purchase of the product. Through the lucky draw, two couples from each town will get an all-expense paid trip to watch an IPL match at a selected destination. At the same time, over one lakh IPL team-specific gifts will be distributed among the fans of Kingfisher Strong.

Davanand Balaji, COO, Acme Events, said, "This is the first time that we are associating ourselves with Kingfisher. We bagged this account through a pitch process. We will manage this activity in 500 wine stores across 50 towns. There will be 10 promoters per city."

Kingfisher sponsors five teams for the IPL - Royal Challengers, Deccan Chargers, Delhi Daredevils, Mumbai Indians and Rajasthan Royals.