ITV

Tag: Bacardi

  • Bacardi Nh7 Weekender 11 goes virtual

    Bacardi Nh7 Weekender 11 goes virtual

    NEW DELHI: OML and Bacardi are all set to go virtual with the Bacardi NH7 Weekender festival this December. The 11th edition of the multi-genre, multi-city music festival will be held virtually on 5 and 6 December 2020 and can be streamed by fans across the country.

    The two-day digital edition will feature an eclectic line-up of musicians. The festival will be streaming all three stages simultaneously — the Bacardi Stage, The Dewar's Stage and Breezer Vivid Stage — clocking 16+ hours of music by local artists and international talent.

    This time around, fans will be able to host virtual parties during the stream, play games, take pictures in a virtual photo-booth, and join live parties along with artists and fans.

    Adding to the engagement factor of the digital festival experience, the tickets for this year’s edition comes with exciting perks – from the opportunity to pre-buy into next year’s edition of the festival at a reduced price, as well as thoughtfully-curated memorabilia.

    OML CEO Gunjan Arya said: “The Bacardi Nh7 Weekender has brought artists and fans together for over a decade and through the unique virtual festival experience, this is what our objective is this year as well. Bacardi’s support and Insider’s support has been instrumental in designing a highly immersive and interactive platform for this edition of the festival, which we’re extremely excited to unveil to fans of music everywhere. The festival will feature its signature programming mix of international and Indian indie musicians, and give fans to enjoy this unique experience together – albeit online.”

    Insider.in founder and CEO Shreyas Sriniviasan said: “Over the years, the festival has brought people together to experience music with their favourite artists. It’s only natural that we continue to enable the same community experience, not just with the artists, but also with each other, this time digitally.”

    "While bringing back the Weekender state of mind, we wanted to ensure utmost safety for all our artists and audiences," said Brand Bacardi India and south-east Asia senior brand manager Sameeksha Uniyal.

  • Dewar’s by Bacardi India partners ‘Social Media Star with Janice’ S2

    Dewar’s by Bacardi India partners ‘Social Media Star with Janice’ S2

    MUMBAI: After a successful first season, Social Media Star with Janice is back to let the cat out of the bag on the digital lives of popular faces and new gen digital influencers that are flooding the feeds. This season is in partnership with Dewar’s scotch by Bacardi India bringing double the fun coz #DoubleIsBetter.

    Bacardi India chief marketing officer Anshuman Goenka commented on the collaboration, “Everyone’s in line to jump on the social media bandwagon. If it’s not on Instagram, it’s not even LEGIT. With Social Media Star with Janice, the idea was to put out relatable content that our audiences are constantly on the lookout for. With millennials always keen to know more about what goes into the lives of some of these popular celebrities, Dewar’s takes a quirky play to get some more scoop out.”

    Speaking about the show’s second season, Janice Sequeira said, “With everyone wanting to “break the internet”, we wanted to get people who do this, to come and give us a first-hand experience of what it takes. The show features these celebrities and their digital selves talking about their social media ‘hits’ and ‘misses’, along with some wise words on treading carefully, yet playfully. Season 2 takes these sizzling conversations a notch higher with a doubly popular line-up and some cool new interesting segments.”

  • First global edition of EEMAX Awards ropes in 19 sponsors

    First global edition of EEMAX Awards ropes in 19 sponsors

    MUMBAI: Indian event industry’s apex body – Event and Entertainment Management Association (EEMA), which will be taking its annual awards global this year, has roped in as many as 19 sponsors. 

     

    Some of the brands that have come on board are Renault (Automobile partner), Colors (Conclave partner), Maharashtra Unlimited (State partner), CNBC TV18 (Official broadcast partner), Videocon (Support partner), Pepsi (Beverage partner) and Bacardi (Beverage partner) amongst others.

     

    The EEMAX Global Awards are scheduled for 20 September, 2015 in Mumbai and will be preceded by the EEMAX Global Conclave on 19 and 20 September. The awards aims to identify, celebrate and honour the best events and experiential marketing projects from India and around the world.

    EEMA received a huge number of entries for the EEMAX Global Awards. Agencies across India, Asia, Middle East, Africa, Europe, Australia, New Zealand and the US have send in their entries and registered for the event.

     

    Speaking to Indiantelevision.com EEMA president Sabbas Joseph said, “The number of entries has been over whelming. It is certainly beyond expectation. We will give away 30 awards and I am looking forward to the awards night.”

     

    The three level selection process, involves taking the award entries through a screening jury, a global jury and peer voting by members of EEMA to choose the winners in 29 categories that span entertainment events, social events, sporting events, weddings, exhibitions, digital events, government events, education programs and CSR.

     

    “Indian event companies, which run operations globally is what triggered us to take the awards global. For the first year, we will be honouring a chosen few international icons,” informed Joseph.

     

     The EEMAX Global Awards are a clear sign of India’s event industry going global. Indian event companies are being retained by international clients and brands for development of activation programs as well as corporate events, mega public events and also sporting galas.

     

    The event industry in India has grown exponentially over the last two decades with multiple entities operating in this space, in various segments and levels across 100+ cities in India. “Not long back companies used to spend only two per cent of their marketing budget in experiential marketing, but now they spend 15 to 20 per cent and that shows the progress of the sector,” added Joseph.

     

    Adding entertainment to the awards night will be performers like All India Backchod (AIB), Shaan, Ustaad Rahat Fateh Ali Khan and Shillong Choir.

     

    “The positive side of the event sector will be discussed and portrayed throughout the conclave, and taking India international will be the theme this year,” Joseph summed up.

     

    Interestingly, the international jury for EEMAX Awards includes the likes of Parineeti Chopra, Dia Mirza, Vikas Bahl, Vivek Oberoi, Prasoon Joshi, Neha Dhupia and others.

  • Bacardi’s survival ingredient: Localisation

    Bacardi’s survival ingredient: Localisation

    MUMBAI: Localisation is the key factor to survive, today. As more and more brands, channels and groups enter different markets in the globalised world, they need to adapt according to the local flavour.

     

    The reason behind it is simple: give people what they can easily relate to.

     

    And keeping this in mind, Bacardi has launched two falvours for the Indian palate – Aam Panna and Nimbu Paani – for its low-alcohol ready-to-drink brand, Breezer.

     

    The company which believes in leading the way in innovation; be it in product formulation, packaging or creation of unique concepts and brand properties, with Breezer Indi Mix, it continues the trend. This also makes it the first example of a global spirits brand introducing local flavours in India. “Indi Mix was created based on our research which showed that Indian consumers love our current flavour range but at the same time are also keenly interested in new variants based on familiar flavours. Aam Panna and Nimbu Paani are well-known and well-loved coolers which tap into consumer experiences and memories, and therefore, we have chosen them as the first two flavours,” says director sales & marketing Manish Seth while elaborating that it will continue to innovate and beguile the customers by launching unique properties and flavours.

     

    India is among the key emerging markets for the company and is going to be an important source of volume growth in the coming years. By 2020, India will have the youngest population in the world with an average age of 29. Low per capita consumption compared to other countries is also expected to help. According to IWSR India is also the third fastest-growing market for international brands.

     

    The two new flavours are currently available across Haryana, Maharashtra, West Bengal, Goa and Karnataka. Rest of the cities can expect to have these summer coolers available very soon with another eight locations launching in the coming month.

     

    Apart from this, to mix with its TG, the company which recently introduced ‘BACARDI Untamable Since 1862’, a massive global identity shift, a tribute to Bacardi’s remarkable history hailing across 152 years, will integrate with its flagship musical property Bacardi NH7 Weekender.

     

    Recently, it also tied up with MTV in conjunction with the launch of MTV Splitsvilla. “We look forward to announcing exciting activations across India as well unique digital innovations this year. We will also be releasing the new series of the cult brand property ‘The Dewarists’ as well as hosting season 3 of Grey Goose Style Du Jour (India’s only style forecasting event),” says Seth adding that digital marketing for Bacardi remains to be the staple feature across all properties.

     

    As per various media reports, Bacardi enjoys 97 per cent monopoly in the low alcohol RTD. Many came and went. Take United Breweries’ Shotz and Cruiser, for instance, launched a decade back got a tepid response from the 2.5 million sized market and hence, had to be withdrawn.

     

    This only proves the old-ad adage, when in Rome, do what the Romans do!

  • Bacardi repositions itself; revisits its Cuban roots

    Bacardi repositions itself; revisits its Cuban roots

    MUMBAI: Bacardi has graduated from just beaches and parties to a more emotionally relevant standpoint linking the history of the 151-year-old brand with its audience’s current reality.

     

    Titled ‘Bacardi Untameable Since 1862’, the global repositioning campaign takes the brand back to its Cuban roots while drawing its essence – an irrepressible spirit, from over one and a half century of the Bacardi family’s passionate struggle against odds such as earthquakes, distillery fires, revolution and exile.

     

    As a brand which believes in unique experiences and uninhibited expressions, and supporting people who follow their passion, Bacardi, wants its campaign to serve as encouragement to every young individual out there that it is never impossible to triumph over incredible odds.   

     

    Bacardi India sales and marketing director Manish Seth explains the reason behind the reboot: “The brand essence fits in perfectly with the lives of today’s millennial/Gen Y consumers, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. The time is right to tell this legendary story and we are proud to showcase it to our consumers in India.”

     

    Created by international agencies BETC London and Camp+King, the campaign includes a TV commercial named ‘Procession’ as well as print, outdoor, digital and social media. In India, Leo Burnett is Bacardi’s creative agency, Madison its offline media buying agency, Resultrix the online media agency, and 22 Feet its creative agency for the digital platform where the brand aims to provide fans with greater details on its history and lineage.

     

    “Digital is a very important medium for Bacardi as it allows for direct and two-way communication with our audience on an ongoing basis. With respect to our campaign ‘Bacardi Untameable Since 1862’, our digital push was done in quite a disruptive fashion with a massive roadblock including live mobile TV applications and the internet covering 25 per cent of India’s digital audience in one day,” informs Seth.

     

    Bacardi has been associated with live entertainment properties like Bacardi Blast, where musicians perform across India; Eristoff Invasion, one of the country’s leading EDM festivals and The Dewarists, which won a Cannes Bronze Lion. “We had the privilege to bring down international artists such as The Prodigy and David Guetta, who had never performed in India,” says Seth. “An example of our efforts in experiential marketing is the BACARDÍ NH7 Weekender music festival. We have concluded the fourth edition of India’s Happiest Music Festival with Kolkata added as a new city along with Pune, Bangalore and Delhi. Some of the greatest international and national performers have graced the stage such as Megadeth, Imogen Heap, etc. Our aim is to give consumers something to cheer about and this year, we have added a new city, Kolkata, to welcome even more fans.”

     

    The brand refresh isn’t restricted to the campaign alone; a new visual identity and typeface has been created, inspired by the Cuban Art Deco style of the early 1900s. “Our new logo stays true to the integrity of the original symbol (bat) representing good luck, good fortune and family unity,” clarifies Seth.

     

    Bacardi claims to have witnessed continuous growth in the Indian market. “We are well placed to gain from demographic and social changes. Our objectives now are in the area of making our high-quality product offerings available to more and more consumers,” says Seth, advising other brands to know both their consumers and their products by spending more time in the market rather than the conference room on a concluding note.

  • Sydus teams up with Bacardi for radio mobile service

    Sydus teams up with Bacardi for radio mobile service

    MUMBAI: The spirits company Bacardi has launched Bacardi B-Live Radio for mobile. This is being done through a tie up with Sydus, which works in creating audio-to-mobile lifestyle expressions.

    The service goes live next month and will take Bacardi’s spirit out of the bottle and onto mobile phones around the world. B-Live Radio is the world’s first brand-funded global digital music service, and will also be delivered via the web.

    While traditional marketing strategies have been ‘push’, going from the brand out to the consumer, with Sydus’ BrandedRadio solution, consumers can ‘pull’ the Bacardi experience onto their mobile phones and enjoy the Baqcardi spirit and lifestyle, wherever they are.

    Bacardi B-Live Radio combines two elements – the emotional connection of music, with the ubiquitous and extremely personal usage of mobile phones – to build a stickiness that is declining in traditional delivery mechanisms.

    Sydus president Saumil Nanavati says, “Bacardi B-Live Radio is an innovative way to market to audiences globally, using new media to attract and engage today’s savvy consumer. Sydus is delighted to be a part of Bacardi’s innovative approach to reach out to its users, and we believe this is the start of the next big shift in lifestyle marketing, whereby brands can connect to a global audience in a cost-effective manner.”

    Mobile marketing is rapidly emerging as an effective medium as brands target their customers via mobile phones. Bacardi, using Sydus’ technology solution, has taken a lead in demonstrating how a brand can reach out to its target consumers across the globe effectively, as compared with other marketing options, including the Internet.

    Bacardi global brand director John Burke says, “We are happy to partner with Sydus to enable the Bacardi B-Live Radio service. This is a music service that extends Bacardi’s existing music properties and long standing experience in events. Being available both online and via mobile, we are investing in new mediums that have a real relevance to our consumer’s lives. Sydus’ technology will service strengthen our association with music by creating further opportunities for us to connect with our target consumer in a way that reflects our brand values”.

    Bacardi B-Live Radio will play a mix of uplifting party classics from the world’s hottest dance floors with guest DJs selected from a global talent portfolio to produce exclusive mixes. At weekends, the content features the ‘best of the week’ and live recordings of Bacardi events across the globe. Bacardi has worked with independent experts to ensure content is selected with the correct audience in mind. All tracks must be socially responsible, avoiding any that feature foul language, incite racism or drug taking and excessive drinking.

    B-Live Radio will stream Bacardi mixes 24×7 through the Internet, and via Sydus’ BrandedRadio solution, directly onto GPRS/Edge/3G-compatible mobile handsets, estimated at 85 million handsets worldwide. This spans 189 mobile phone handset models and variants that are compatible with Sydus technology. Listeners can download the radio player free of charge onto their phones from www.bacardibliveradio.com to tune in to the service, and share the application with family and friends using Bluetooth or infrared. Alternatively, the radio service can be accessed via the site wap.bliveradio.com.