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Tag: Alexander Lambrecht

  • Budweiser 0.0 launches #RuleTheNew initiative in association with Zoya Akhtar and Jay Oza

    Budweiser 0.0 launches #RuleTheNew initiative in association with Zoya Akhtar and Jay Oza

    NEW DELHI: In a bid to inspire and empower consumers to safely adapt to the new normal, Budweiser 0.0 has unified creator communities and individuals across the country in its latest initiative called ‘Rule the New’. As we press play on our lives, individuals across the country are eager to step out and socialise. However, the challenges posed by the current times demand a new sense of responsibility. To champion this change, the brand is crowdsourcing innovative hacks that showcase ways in which people are cautiously moving forward, resuming their routine activities, getting back to work, or simply catching up with their friends.

    Ensuring users have easy access to a library of creative solutions to inspire them, Budweiser 0.0 has also launched a Rule The New Instagram handle that curates the best entries received across social media on the daily. These hacks have been shortlisted by the brand, in association with leading personalities of the Indian film fraternity, Zoya Akhtar & Jay Oza. Gratifying their commitment towards a better tomorrow, the participants stand a chance to win compelling rewards, from daily give-aways to interesting prizes worth Rs 15,00,000. The top 20 best entries will also win a chance to present their work to the creative stalwarts, Zoya and Jay, and interact with them. For the first time ever, Budweiser 0.0 will also be releasing its next film which comprises content sourced from creators across India via this unique initiative.

    AB InBev  VP marketing – south Asia Alexander Lambrecht said, “Even as the lockdown continues to ease, individual caution is vital to collectively combat our current challenging circumstances. Budweiser has always played a role in energizing the community, bringing people together to share great times. As we adapt to our new reality, we strive to continue doing the same – offering support and uniting our communities in meaningful ways – while underscoring utmost caution and safety. The ‘Rule The New’ initiative ensures that our partners and patrons are aware of, and well-equipped, with hacks to effectively conquer the new normal safely. We are delighted with the overwhelming response garnered to date, and the absolute creativity of each hack only re-instills our belief that together we will emerge triumphant.”

    Cinematographer Jay Oza opined, “What keeps the world spinning is creativity and the people behind it – with Budweiser #RuleTheNew this belief is even stronger for me now. Being on this jury also brought me closer to the creator community and some fresh ideas.”

  • Bola Tha Na’ – A catchy and relatable ­anthem by Beck’s Ice Packaged Drinking Water for millennials

    Bola Tha Na’ – A catchy and relatable ­anthem by Beck’s Ice Packaged Drinking Water for millennials

    Beck’s Ice Packaged Drinking Water today announced the launch of their first ever music video in a catchy and relatable anthem that celebrates the camaraderie among friends. With a Bola Tha Na (I told you so) narrative, it centers around the light-hearted moments shared by friends, the Beck’s Boys – portrayed by actors Pranay Pachauri and Rudraksh Thakur – and how every group has that one pal who, despite warnings, carelessly approaches a completely avoidable situation or outcome. Sung by Burrah with a special rap by Fotty Seven, it also features choreographer and actor Aadil Khan. The track with the relatable Bola Tha Na refrain is sure to resonate with millennials across the country. It is produced in partnership with Rusk Media.

    The song opens in a celebratory set up, wherein three friends are attending an engagement ceremony of the protagonist’s ex-girlfriend. The heartbroken protagonist tries to win over the love of his life despite his group recommending against following the idea through during this engagement ceremony. The lover boy intervenes only to be slapped by the groom. The lyrics kick in as the friend approaches his pals, dismayed and in tears, while they are seen humming Bola Tha Na, Tu Sunta Nahi! (We told you so, but you never listen!). The video then goes on to showcase different scenarios depicting the protagonist’s life, with the Bola Tha Na narrative, relatable lyrics and foot-tapping rhythm at its core. 

    Throwing light on the insight behind this music video, Alexander Lambrecht, VP Marketing – South Asia, AB InBev opined, “With the ‘Bola Tha Na’ music video our objective was to take a differentiated approach in a humorous and relatable way, bring to life the camaraderie among friends and the fun, light-hearted moments they share. As a brand, we aim to unite friends, strengthen bonds and this video mirrors this very spirit. We collaborated with pop icons and artists to curate an engaging film that is sure to further strengthen our brand narrative.”

    Echoing the excitement surrounding the release, rapper Fotty Seven shared, “Rap as a genre is associated with self-expression and deeply rooted in a strong sense of community. The concept of companionships and the simplicity of real-life situations depicted through an emotional, yet witty story-telling format is what intrigued me. I’m glad to have partnered with the brand for this project. In an extremely fun manner, they have managed to showcase the very essence of true friendships, and how we can overcome the most difficult of situations with friends by our side.”

    Commenting on the launch, singer Burrah said, “It has been a great pleasure collaborating for this music video. This song is extremely special to me as the lyrics are so relatable without being overtly emotional. We all have that one friend in our gang, who never listens, and then regrets every decision made. I’m sure this song will strike a chord with the listeners and will be the next anthem honoring friendships across the nation.”

    You can watch the video by Beck’s Ice Packaged Drinking Water here