Cobra Beer has developed a multi-media campaign to coincide with its sponsorship of National Curry Week in the UK.

In a bid to reinforce the beer's association with curry eating, the campaign will see Cobra team up with BBC's Indian Food Made Easy chef Anjum Anand and other Indian chefs from restaurants throughout the UK, the company said today (10 November).

The campaign will include retail offers with Asda, Tesco, Morrisons, Sainsbury's and the Co-Operative, PR activity, a week-long advertising campaign with The Sun/News of the World, and increased online presence through Twitter and Facebook.

National Curry Week kicks off from 22 November.

Last week the founder of Cobra Beer announced he was seeking finance to expand the beer brand in India, five months after Molson Coors stepped in to rescue the company's UK division from collapse.

The India business is run separately to the Cobra Beer Partnership in the UK, which is controlled by Molson Coors.