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Tag: Bira 91

  • Bira 91 partners with boAt to launch ‘Boom’ audio collection

    Bira 91 partners with boAt to launch ‘Boom’ audio collection

    Mumbai: Bira 91 and earwear brand boAt have come together to launch an exclusive ‘Boom’ limited-edition collection of audio devices. The ‘Boom’ collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20 January.

    To bring alive the central theme of music that resonates with both brands, Bira 91 crafted a special music track for this collaboration called “Get Set Boom,” composed and sung by Diesby and Mark Bhatia. The high-energy video produced by Big Bad Wolf Studios and Thumb Thamba Production paints a picture of the perfect weekend, with music bringing friends together in a house-party setting.

    “At Bira 91, we have been partnering with several like-minded homegrown brands, to provide unique experiences to our consumers. And this association with India’s largest earwear brand is another step in that direction,” said Bira 91 CEO and founder Ankur Jain, commenting on the partnership.

    “The launch of the limited-edition collection of ultra-stylish audio devices helps both brands deliver on their consumer promise of quality and innovation. Our endeavour at Bira 91 is to become a lifestyle brand and we have been building a dynamic portfolio of products at the Bira 91 Merch Store. This partnership with boAt takes us a step closer towards that goal,” he added.

    Check out the “Get Set Boom” official video here:

    The ‘Boom’ collection will include the brand’s Stone SpinX 2.0 and Stone 190, along with the boAt Rockerz 450 Headphones for those who enjoy music in their own space. The collection has been curated for consumers who are bold and expressive, and don their wearable accessories as an extension to their personality, said the brand. “It seamlessly integrates the colour palette and the design of Bira 91’s ‘Boom’ variant with the fashion-forward aesthetically designed boAt portfolio,” it added.

    “We aspire to launch the most unique, vivid and quirky products in the Indian Market and the Boom collection showcases our ideology really well. We hope our boAtheads enjoy using these products as much as we did designing them,” said Imagine Marketing Pvt Ltd co-founder and CMO Aman Gupta.

  • Bira 91 & Prateek Kuhad’s ‘Always Summer’ is an ode to 2020

    Bira 91 & Prateek Kuhad’s ‘Always Summer’ is an ode to 2020

    NEW DELHI: Beer brand Bira 91 has released its debut music video ‘Always Summer’ featuring singer-songwriter and musician Prateek Kuhad. Bira 91 synced this beautiful track titled Kho Jaane Do with him to celebrate that warm feeling of summer with a cold beer by one’s side. The film captures precious moments indoors that we all witnessed this year, leaving one with a hope of a joyful outdoor summer very soon.  

    Kho Jaane Do by Prateek Kuhad is featured as the video’s main background score. The film looks back at the times when we enjoyed carefree and happy summer days – outdoors, meeting friends, going for trips and unwinding, to the one in 2020 where we spent our entire summer indoors; we found new ways of spending time by picking up new hobbies, learning new skills, strengthening our relationships with family and friends, and found new reasons to celebrate and feel alive every day. The story showcases optimism of these moments and ends on a high note with the hope of going back to the summer we know and enjoying a crisp Blonde Summer Lager on a hot day.  

    Bira 91 VP marketing Deepak Sinha said, “The pandemic this year, right at the outset of the beer season, got us a lot closer to our consumers and we saw unprecedented love and stories pouring in from our community. This inspired us to narrate the story of  summer 2020 though this music video, and with a hope of a better and safer tomorrow where we will be back outdoors with our beers. This beautiful track by Prateek was perfect to visually emote and instil that feeling of joy, warmth, good cheer and hope.” 

    The film was created by Homegrown India, directed by Aneesh Malankar, with the song written, composed and sung by Prateek Kuhad. 

  • Bira 91 raises new capital to fuel growth

    Bira 91 raises new capital to fuel growth

    MUMBAI: Bira 91 has just concluded an equity investment in the company led by its existing investors – Sequoia India and Sofina.

    The $30m equity will be utilised by the company to grow its business in India. Last year, the company commissioned two new breweries, one each in Andhra Pradesh and Karnataka and quadrupled its production capacity. With the launch of Boom in several markets, the company doubled its national market share in FY 2020 to a little less than three per cent  of the overall beer market. The company also expanded its presence to more than 400 cities in FY 20, up from 50 in FY 19.

    Speaking on the occasion CEO Ankur Jain said, “We continue to grow our business in both existing and new markets. Our market shares in several markets are now higher than 5 per cent of overall beer, and more than 20 per cent share of premium beer. Along with Boom, our other new launches of Bira 91 IPA with Pomelo and the Malabar Stout have been well received. 2020 is a key inflexion point for the company where we expect to reach double-digit market shares in a number of states throughout the year.”

    Led by existing investors Sequoia India and Sofina, the new round also saw participation from Sixth Sense – a leading consumer fund, Neoplux – a Korean private equity fund and several high reputation family offices. The new capital will be utilized to expand India business, expand its India footprint and consolidate its leadership position in the premium beer market in India.

  • Bira 91 wants to reward healthy choice of Tata Mumbai Marathon runners

    Bira 91 wants to reward healthy choice of Tata Mumbai Marathon runners

    DELHI: Within just half-a-decade of its launch, Bira 91, the craft-beer ‘imagined in India, has gained a name and momentum that decades-old competitors are now striving to attain. With brand building and marketing as its two strong pillars, the beer brand is one of the mass favourites, especially amongst the young consumers. Known for its work hard and play harder strategy, Bira 91 recently joined Procam as the official sponsor for Tata Mumbai Marathon, and Indiantelevision.com got a chance to interact with its VP – marketing Deepak Sinha to understand the move, its growing connection with sports, and its vision for the new year. Edited excerpts follow:

    Eaborate more on your partnership with Procam and Tata Mumbai Marathon. How do you think the event falls in line with your brand principles and identity?

    We are excited to be the official companion to the Tata Mumbai Marathon. This partnership perfectly aligns with our company values of working hard and playing hard. We have a tagline for our company ethos, which is “MakePlay”. It’s the idea of making and playing which means pushing yourself beyond any constraints, experimenting, innovating and being your best self and of course having fun along the way. Our team lives it every day and we know that the participants in the marathon live by the same mantra. We want to reward them by giving them a smart choice in how they celebrate and reward themselves. 

    You had earlier partnered with ICC, and now Procam. What is the strategy behind associating with sports events?

    Innovation is at the core of our strategy across our portfolio and for our consumer experiences. We always look to align with our consumers’ passion points, whether it’s cheering for their favourite cricket team or choosing to live a healthier lifestyle by participating in the marathon. Having the opportunity to speak to the running community (runners and supporters alike) with a healthier alternative is pretty exciting. 

    How has your partnership with ICC been? How is the success of the council and cricket reflecting on your brand?

    The ICC gave us an international platform to connect with the global Indian community along with giving us greater visibility within the country [across cities and states that we haven’t even activated yet] through our partnership. Our Nielsen brand track indicates our partnership has significantly improved our awareness and our on-ground activations, including being the exclusive beer of the tournament, have given us an unparalleled sampling opportunity.  

    How was the year 2019 for you? Kingfisher, a staunch competitor for your brand, also launched its first craft beer in India in 2019. Your reactions.

    Last year was a defining year for us. A few highlights include launching 4 new beers, expanding into 9 countries and becoming available in over 225 cities here in India. We also commissioned two new breweries including our Mysore plant which will house a microbrewery allowing us to rapidly innovate and deliver more variety to our consumers. 

    We also saw an increase in competition from existing players and new ones. Any competition, whether it’s Kingfisher or a smaller brand, is great because it gives consumers more options. In the end, we are confident in our portfolio, our activations and the loyalty amongst our consumers. 

    What is your effective marketing strategy for 2020? What media are you going to focus on?

    We want to be the brand of choice for today’s generation of Indian consumers worldwide. In 2020, we plan to go deeper with our consumers across their passion points of music, sports and food. We will continue to take a digital first approach and focus on building strong communication around our variants and our activations. We want to give consumers a reason to believe in each existing brand and new ones which we launch through our Limited Release portfolio.