Foster’s is a uniquely Australian beer and is still recognized as one of the world’s best beers even after 100 years. VGC was given the opportunity to design Foster’s lounges around the theme of the Foster’s brand proposition, ‘The Art of Chilling’. While internationally, The Art of Chilling is usually synonymous with beach, surf etc, we thought that the Indian idea of The Art of Chilling was completely different. A quick survey suggested that a negligible number of Indian consumers equated chilling to surfing. Hence, the entire Art of Chilling concept had to be localized to appeal to Indian consumers.