Budweiser seeks growth in India with the launch of its new Beats campaign
Budweiser and AB InBev India are celebrating the country’s diversity with its ‘Get Your Beats On’ campaign, which promotes its Budweiser Beats energy drink.
The campaign shows a collective of artists collaborating on a project, powered by Beats / AB InBev India
AB InBev has a current market share of around 20% in India, compared to the 50% commanded by Kingfisher. Diversification of product into energy drinks is an attempt to broaden the appeal and speak to a wider proportion of consumers across the world’s second-most populated country.
The campaign features a group of artists – from a coder to musicians and photographers – collaborating on a shared project. Throughout the process of creation, they are shown consuming Budweiser Beats, which ‘takes center stage as the go-to source for sustaining their energy and sharpening their creative focus’ according to the brand.
The creative features the song Feel It Still by Portugal. The Man. is to go out in video form across India, and across social platforms including Instagram.
Vineet Sharma, vice-president marketing at South Asia, AB InBev added: “We're thrilled to unveil our proposition for Budweiser Beats energy drink, which moves beyond the traditional adventure-focused narrative adopted by the category and instead emphasizes the cognitive energy that's essential for visionary minds.
“Our brand film beautifully captures the energy and passion of artistic individuals who turn to Budweiser Beats energy drink to fuel their creativity and push through boundaries. We recognize that creative minds need laser-sharp focus to unleash their potential and bring their visions to life in challenging environments and within demanding timelines.”