Our love for cricket and curry is the product of a transaction between two different cultures. Cricket, a quintessentially British invention, is India’s favourite sport.
Meanwhile, Indian cuisine has become a top choice of takeaway in UK households across the country. Whilst this transaction may not seem particularly overt, it is a connection that seems to be accepted by the wider public, if not subconsciously. How many of you reading this have a tradition of assembling with your team for a post-match tête-à-tête at your local curry house?
Much like cricket, curry houses are very much a staple of British society. However, it’s fair to say that the last few months have been a struggle for everyone in the hospitality industry. Before the COVID-19 lockdown, the curry sector was already facing a number of challenges. At one time there were over 12,000 curry houses across the UK, a number that has depleted to around 7,000. Simply put, the lockdown has put further strain on an already delicate industry.
It is with this insight that India’s number one beer, Kingfisher, has decided to launch “Keep Calm and Curry On”, a series of competitions to encourage diners to support their local curry houses.
As competitions go, “Keep Calm and Curry On” is certainly impressive. Every week between now and the end of September, Kingfisher are offering a series of “money can’t buy” prizes. These include, but aren’t limited to, a luxury trip to India to watch the Royal Challengers Bangalore, T20 tickets to watch Middlesex CC play at Lords and a signed Middlesex shirt.
There are two main ways you can enter this competition. The first is to visit instagram.com/kingfisherbeeruk and follow their page to bag yourself two entries. However, to gain a generous five entries, all you have to do is visit your local curry house, take a photo of your meal, upload it to Instagram with the hashtag #KeepCalmAndCurryOn. Be sure to tag @kingfisherbeeruk and the restaurant you’re in so that they can both see it.
To see what Kingfisher’s latest prize is, head over to kbedrinks.com/competition.
Times are tough for us all, but a Britain without curry is unthinkable. However, we’re sure we will get through this if we just Keep Calm and Curry On.