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Heineken’s social experiment aims to narrow the communication gap between parents and kids in India

Heineken’s social experiment aims to narrow the communication gap between parents and kids in India

Heineken's social experiment addresses the communication gap that exists between parents and their sons/daughters in India and aims to encourage both to close that gap.

The campaign titled 'Generations Apart' features stand-up comedian Rudy Singh who, in a humorous take on Indian society, explains how most of the times kids choose their career path based on their parents choice. Also, about how uncommon it is for fathers/mothers and sons/daughters to sit down and have a chat over beer.

He further highlights how most children, since childhood, have the idea put into their head that successful means being an engineer, doctor or a chartered accountant.

Singh further enlightens the audience about how he became an engineer because it was his father's choice but then went on to do stand-up comedy because his father's jokes fascinated him. He then introduces the audience to his father and then sits down to chat with him over a beer.

Samar Singh Sheikhawat, chief marketing officer, United Breweries Limited, said: “With Generations Apart, Heineken® has launched a campaign that is attuned to the Indian market. India is a key market for Heineken®, and we are committed to exploring innovative avenues to engage with the Indian consumer. With the current generation gap and polarising opinions in the country, we felt it apt for us to play a part in providing a platform for people to spark conversations”.

Gianluca Di Tondo, senior director global Heineken brand at Heineken, said; “Open Your World gives us an opportunity to open conversations between different ages, genders and cultures. This campaign reinforces our belief that you can build true human connections and break down barriers when you enjoy shared experiences”.

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