MUMBAI: McDowell`s No.1, the flagship brand of United Spirits Limited, will hold a multi city musical extravaganza with Shankar, Ehsaan and Loy called `McDowell`s No.1 Cheers India Tour`.

The music tour comes in the line with the brand`s proposition of Cheers to Life.

The concert will be a part of the brand`s future consumer engagement strategy with a bigger footprint across 20 cities in 2008. The future concerts will also provide an opportunity to young Indian talent to co-perform with established artistes and provide a platform for recognition. The brand also intends to synchronise energies by other like- minded brands in the forthcoming years for this annual event.

United Spirits Limited business head Mathew Xavier said, "We`ve constantly used music as a strong and effective platform to reach out to millions of our brand patrons. It is the connection with Young India, through music that has helped the brand record a landmark growth last year." The tour this year will kick-start in Kolkata from 12 October and move across the cities of Hyderabad, Bangalore, Pune, Mumbai, Delhi, Ludhiana, and conclude with a concert at Lucknow on 14 November. The event will be promoted through artist visits to prominent malls across these cities, branded floats at other vantage points and consumer interaction at clubs and bars.

In an attempt to promote the tour, a train branded with Cheers India will be run in Karnataka, which will bring patrons of McDowell`s No 1 and Shankar, Ehsaan and Loy`s melodies to the Bangalore Concert on 14 October.

"McDowell`s No 1 is proud to be one of the most aspirational and youthful Indian spirits brand that has spread joy amongst people. The music tour with Shankar, Ehsaan and Loy is a celebration of this spirit of happiness and a cheer for every Indian," said United Spirits Limited COO Ashok Capoor.

"We hope that in the years to come, Cheers India Tour, becomes a point of reference for happy moments for our consumers," added Capoor.