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Tag: Budweiser

  • Scara Live turns the spotlight on culture and connection in real time

    Scara Live turns the spotlight on culture and connection in real time

    MUMBAI: In a world where everything’s streamed, Scara Live wants you to feel it live. The new vertical from Scara Gaming is reimagining India’s entertainment landscape by bringing brands, creators, and audiences together in the real world where emotion meets experience.

    At the intersection of entertainment, sports, and culture, Scara Live isn’t just about events, it’s about cultural engineering. It crafts immersive, insight-led experiences that move beyond screens and algorithms to build real-world communities that pulse with creativity, connection, and conversation.

    Helmed by a powerhouse leadership team, Scara Live draws on a collective experience of over 60 years across gaming, tech, live events, and media. Manoj George, with 20-plus years in the gaming and cultural sectors, previously drove business and revenue at Nodwin Gaming, Cornerstone, and UTV Disney. Mazher Ramzanali, who has shaped brand narratives for Budweiser, MTV, OML, and Vice Media, brings his 15 years of expertise in sponsorship and culture programming. Santosh P, former marketing leader at Bookmyshow and OML, adds 16 years of live entertainment strategy, while Vikas Chand brings his operational prowess from marquee sports entities such as BCCI, IMG Reliance, and Delhi Capitals.

    Together, they aim to rewrite the live playbook turning brand engagement into shared memory. “Scara Live represents our belief that live experiences are where culture truly happens,” said Manoj George. “We’re combining the power of creativity with the discipline of data and delivery to help brands engage audiences in meaningful, lasting ways.”

    Mazher Ramzanali added, “The lines between digital and physical engagement are fading fast. Scara Live is built to help brands bridge that space, transforming entertainment, sport, and culture into living experiences that drive connection and community.”

    The company’s flagship properties, Pixel Pulse and Beyond the Game, anchor this philosophy. Pixel Pulse blends music, comedy, fashion, and gaming to create large-scale cultural moments, while Beyond the Game functions as a B2B thought-leadership and networking platform for sports, gaming, and innovation professionals.

    The first project under Scara Live’s belt, iPopstar, is already tuning in audiences. A weekly music reality series featuring King, Astha Gill, Aditya Rikhari, and Parmish Verma, it brings together 12 contestants battling it out over six weeks. The series streams on Amazon MX Player, with Spotify and Warner Music as music partners. Scara Live acts as the culture partner for the IP, owned by Rusk Media.

    As Santosh P put it, “India’s creator and live entertainment economy is on the rise. Scara Live is designed to meet the craving for authenticity and interaction, helping brands not just participate in culture but shape it.”

    With a bold vision and a multi-disciplinary team, Scara Live is poised to redefine how India experiences live entertainment not as an event, but as a living, breathing story. For those tired of watching from behind the screen, Scara Live promises to make life itself the stage.

  • AB InBev taps Netflix for global beer marketing blitz

    AB InBev taps Netflix for global beer marketing blitz

    MUMBAI: The world’s largest brewer has struck a sweeping marketing deal with Netflix that will see AB InBev’s beer brands woven into the streaming giant’s programming and live events across dozens of countries.

    The partnership, announced today, marks an unusually broad collaboration between the Belgian-Brazilian brewing behemoth and the entertainment platform. AB InBev will integrate its portfolio—including Budweiser, Corona, and Stella Artois—into Netflix content ranging from British crime series The Gentlemen to South Korean cooking competition Culinary Class Wars.

    AB InBev global chief marketing officer Marcel Marcondes described streaming as “an occasion where beer and entertainment come together,” arguing the deal would create “deeper experiences with consumers” during culturally significant viewing moments.

    The arrangement extends beyond traditional product placement. AB InBev brands will feature in co-marketing campaigns, limited-edition packaging tied to specific shows, and digital promotions. The brewer will also advertise during Netflix’s live NFL Christmas games next year and collaborate on coverage of the 2027 Women’s World Cup.

    Netflix has already tested the waters with AB InBev properties. Mexican beer brand Cerveza Victoria recently sponsored the streaming service’s broadcast of the Canelo Álvarez-Terence Crawford boxing match.

    “The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can,” said Netflix chief marketing officer Marian Lee. The streaming service has increasingly courted advertising revenue as subscriber growth plateaus in mature markets.

    The deal reflects AB InBev’s push to reach younger consumers who increasingly favour experiences over traditional advertising. The brewer has faced headwinds in key markets, with American beer consumption declining and competition intensifying from craft breweries and hard seltzers.

    For Netflix, the partnership offers a blue-chip sponsor as it expands into live programming and seeks to monetise its global reach more effectively. The platform has secured rights to major sporting events, including NFL games and professional wrestling, as it competes with traditional broadcasters for advertising dollars.
    The companies declined to disclose financial terms of the multi-year agreement. AB InBev operates in nearly 50 countries whilst Netflix boasts over 270 million subscribers worldwide.

    Industry analysts suggest such partnerships may become more common as traditional advertising models fragment. Brewers face particular challenges reaching audiences through conventional channels as younger consumers increasingly “cord-cut” from traditional television.

    The collaboration will roll out across AB InBev’s international portfolio, with regional brands like Brasil’s Antarctica and Europe’s Leffe expected to feature in locally relevant Netflix content. Both companies emphasised the deal’s global scope distinguishes it from previous entertainment industry tie-ups.

  • Ameer Ismail signs off after 28 years at Lintas Live: PR titan to chase new-age dreams

    Ameer Ismail signs off after 28 years at Lintas Live: PR titan to chase new-age dreams

    MUMBAI – After nearly three decades of steering one of India’s most respected PR engines, president of Lintas Live, Ameer Ismail, has officially called time on his storied stint at MullenLowe Lintas group.

    Ismail, a name long synonymous with the rise and reinvention of Lintas Live (formerly LinOpinion), is stepping down to pursue “new opportunities” in the ever-evolving world of communications, hinting at an AI-infused future that has him excited and energised.

    “I’ve had a dream run,” said Ismail. “The future of PR is exhilarating—AI is opening up an entirely new canvas. My next move will build on the deep experience I’ve gathered across disciplines.”

    Joining Lintas in 1996, Ismail became one of India’s longest-serving PR heads. Over the years, he transformed the agency from a traditional public relations outfit into a digital-first, integrated comms powerhouse—fusing media strategy, influencer engagement, crisis comms, and creative storytelling into award-winning campaigns
    .
    His leadership earned client trust across sectors, with marquee names like Tata Starbucks, Etihad Airways, Hyatt, Budweiser, Sony Pictures Networks India, and Visit Victoria turning to Lintas Live for cutting-edge comms.

    Ismail held multiple senior roles within the group—across dCell, Advent, and Lintertainment—before spearheading the Golin joint venture and joining its global leadership in 2014. By 2018, he was also chief growth officer at PointNine Lintas, all while continuing to captain the PR business.

    With over 500 brands and countless C-suite leaders under his strategic wing, Ismail’s counsel became industry gold. He’s served on advisory boards and juries for Sabre, Abby, and Fulcrum, and was feted by CMO Asia in 2011 for his contribution to corporate comms.

    While he readies for his next act, Lintas Live, backed by a robust client roster and mentored leadership, remains in steady hands. Ismail will stay on in the short term to ensure a smooth transition.

    A committed mentor and academic, he continues to lecture at top comms schools including Symbiosis, XIC, and Scranton University, and serves on the Score advisory council.

    As Ameer Ismail bows out, the Indian PR world salutes a leader who didn’t just follow trends—he wrote the playbook.

  • Slam dunks and music beats: NBA and Budweiser launch India’s first BUDX NBA House

    Slam dunks and music beats: NBA and Budweiser launch India’s first BUDX NBA House

    MUMBAI: The NBA is bringing its A-game to India with a full-court press of culture, music and sport. Teaming up with Budweiser, the league is set to debut the country’s first-ever BUDX NBA House on 7 and 8  June at the Dome, SVP Stadium in Mumbai.

    Timed to coincide with the 2025 NBA Finals, the two-day carnival promises more than just hoops. Think meet-and-greets with five-time NBA champion Derek Fisher and Hall of Famer Gary Payton, high-flying stunts by the Sacramento Kings dunk team, and DJ-fuelled chaos courtesy of Slamson the mascot and the Kings Dancers.

    “The first BUDX NBA House will be a must-visit destination for the passionate NBA fans in India to come together and celebrate their love of the game amid the excitement of the NBA Finals,” said NBA Asia head of strategy and NBA India country head Rajah Chaudhry.  “We look forward to bringing this signature showcase of the NBA, music and culture to India at a time when there is incredible momentum around basketball in the country.” 

    BudweiserVP  of marketing and trade marketing in India Vineet Sharma, called the event a “trendsetting experience” designed to blend hoops with high-octane youth culture. “We’ve long championed music and immersive fan moments. Now we’re turning up the volume with basketball.”

    Produced and ticketed by Zomato, the event has also roped in Brand USA, Emirates and Visit California as partners. More sponsor activations and programming are expected to drop soon.

    The NBA has previously taken its signature ‘House’ format to Brazil, France, Canada, Mexico, the US and the UK. Now it’s India’s turn to feel the bounce.

  • Shiba Bhutani makes a dash for Agilitas as brand director

    Shiba Bhutani makes a dash for Agilitas as brand director

    MUMBAI:  Shiba Bhutani has officially joined Agilitas as brand director, bringing over a decade of diverse marketing experience to the role. Agilitas  is a sportswear  brand promoted by former  Puma south east Asia boss Abhishek Ganguly and has the licence to make and sell Lotto shoes in India.

    Bhutani has a proven track record in sectors ranging from cheese and protein supplements to personal care and beverages.

    At Agilitas, a company committed to transforming the sports category, Bhutani will leverage her consumer-focused approach to drive product innovation and enhance brand engagement. The company emphasises robust manufacturing, advanced R&D, and interconnected retail strategies to deliver quality products that resonate with consumers.

    Previously, Bhutani held several key positions at AB InBev, including associate sirector of marketing for Budweiser, where she led successful campaigns and brand activations. Prior to that she managed the personal care creams brands for the Himalaya Drug Co.  She also had short brand management stints at Glanbia Performance and Ornua besides doing corporate sales for HDFC Life.

    Her educational credentials include a Level 1 certification from the Wine & Spirit Education Trust, and a PGDM in marketing from the Goa Institute of Management.

    “Excited to score new life goals at my role as brand director.,” Bhutani enthusiastically exclaimed.
     

  • Budweiser at VH1 Supersonic: A festival highlight

    Budweiser at VH1 Supersonic: A festival highlight

    Mumbai: Budweiser amped up the beats at Vh1 Supersonic’24 with a celebration of music, art and culture – elevating the music scene in India. The brand curated high-octane acts from electrifying performances at the BUDX Spectrum Stage to immersive experiences at the Brew District, complemented by lip-smacking gourmet burgers.

    This edition of India’s biggest homegrown festival witnessed some of the best artists from around the world owning the BUDX Spectrum stage, including Adam Beyer, Yotto, Ben Sims, Denis Horvat, Patrice Baumel, Victor Ruiz, Undercatt, Kohra, Arjun Vagale, Ankytrixx, and Browncoat.

    The BUDX Spectrum stage also played host to three exceptional BUDX Uncovered Acts – building on Budweiser’s aim to spotlight and provide a platform to breakout artists from across the country. The stage featured the distinctive sounds of Bangalore-based music producer and DJ Weird Sounding Dude, the mastery of New-Delhi-based producer Zequenx, and captivating beats from Bangalore-based DJ and producer Tasnneem – crafting unforgettable moments that lingered in the air long after the music faded.

    BUDX Uncovered Acts

    Beyond music, the brand also curated immersive experiences for festival attendees to re-energize them in between sets. Budweiser’s ‘Brew District’ treated festivalgoers to a playground of fun activities with its tattoo and hairstyling stations. Indelible spaces were especially curated for festival goers to savour exceptional brews and immerse themselves in the pulsating beats of the festival – showcased across four signature bars – Beats Bar, Magnum Cocktail Bar, Magnum Beer Bar and Spectrum Stage Bar. The Magnum Cocktail Bar emerged as the standout favourite, courtesy its ingenious crossover cocktails. The bar’s experimental concoctions including Mermalade by Bhavya Ramesh, Tribemama’s Vintage Goddess and kickstarter by Vijay Singh infused an extra layer of taste. Budweiser Magnum Double Barrel Whiskey took center stage, captivating audiences with an exclusive VIP lounge that offered a peerless view of the BUDX Spectrum Stage.

    Pairing beer with its perfect companion, Budweiser’s marquee property ‘Bud and Burgers’ emerged as a culinary showdown. Budweiser rolled out the ultimate snacking station in collaboration with esteemed chefs – culinary instructor Chef Delzad and Goa’s favorite Chef Geoff. The chefs battled it out to curate a selection of burger/s to perfectly complement the smoothness of Budweiser beer. Indulging in the ultimate ‘Burger Wars’, attendees cast their votes and declared chef Geoff’s burgers as the ‘King of Burgers’.

  • Lollapalooza India 2024 redefines the festival experience

    Lollapalooza India 2024 redefines the festival experience

    Mumbai: Following the resounding success of the Asia-first edition last year, the iconic, global multi-genre music festival Lollapalooza India 2024 is now gearing up for an even more exciting second edition with a steadfast community-first approach, curating a world of non-stop entertainment that is immersive, interactive, holistic and transcendental. Carrying forward its legacy, the iconic music festival has collaborated with leading global and Indian brands across various industries spanning auto, CPG, retail, beauty, fintech, and food & beverages industries to elevate the on-ground consumer engagement and festival experience surrounding the music.

    Scheduled on 27 – 28 January, Lollapalooza India 2024 will once again transform the iconic Mahalaxmi Race Course, Mumbai into a captivating haven for all music enthusiasts, showcasing an eclectic line-up of 40 plus renowned artists from around the globe across a two-day extravaganza. BookMyShow Live, the live entertainment experiential division of BookMyShow, India’s leading entertainment destination will spearhead Lollapalooza India as the promoter and co-producer for the festival’s Indian edition along with global producers, Perry Farrell and C3 Presents.

    Some of the biggest brands from the world and India including Budweiser Beats Energy Drink, Johnnie Walker Refreshing Mixer Non-Alcoholic, NEXA, RuPay, Levi’s®, Maybelline New York, CRED and Bisleri Vedica Himalayan Spring Water along with Maharashtra Tourism have come together to collaborate with Lollapalooza India 2024 curating integrated immersive experiences & unforgettable moments that resonate with the audience.

    Brand partners are investing heavily in festival experiences such as Lollapalooza India 2024 and other BookMyShow Live Intellectual Properties (IPs) towards marketing, curating on-ground live experiences that act as real-time consumer touchpoints where young, digitally savvy, spending audiences are present. Live events have become an integral part of the marketing mix across the board, even as brands in B2B or B2B2C industries are eyeing this space as a lucrative opportunity along with B2C brands, and this trend will remain unaffected as long there is a promise of quality and relevance. This has created an opportunity for like-minded brands across sectors to invest strategically in building salience and brand love through entertainment, which is a core part of the consumer’s ecosystem.

    Budweiser Beats Energy Drink as Co-Presenting Sponsor continues to honour Lollapalooza’s legacy with the main stage, the Budweiser BudX stage. This main stage at the festival will feature highly anticipated headliners Jonas Brothers and Sting, along with iconic artists who are absolute crowd favourites. Going beyond conventional partnerships, Budweiser is actively co-creating experiences at the music festival, as it joins the Lollapalooza India bandwagon once again. At Lollapalooza India 2024, Budweiser will launch ‘BudX Uncovered’, an initiative to spotlight breakout artists, with two surprise acts on its stage. Through the ‘Bud and Burgers’ initiative, top chefs compete to create burgers that pair perfectly with Budweiser beer, that festival attendees can vote for to crown the ‘King of Burgers’! The ‘Brew District’ will enhance the festival experience with immersive attractions like Bud’s iconic Ferris Wheel, a viewing deck for some Lolla-favs, tattoo and hairstyling stations, arcade arenas and more. Lolla attendees can also get featured on the Budweiser BudX Stage through the ‘Bud Cam’ and win attractive prizes.

    Johnnie Walker Refreshing Mixer Non-Alcoholic, also the Co-Presenting Sponsors for Lollapalooza India 2024 and a big advocate for progress, hailed the inaugural edition as exceptional. The Walkers & Co. stage this year, will feature headliners Halsey and OneRepublic while the vibrant Walkers & Co lounge will stand out as a space encouraging bold creativity, self-expression and a testament to the festival’s commitment to collective progress and innovation. Building on its ethos of empowering a community of walkers to always keep walking, this year, Walkers & Co. lounge is focussing on an interplay of interactivity and visually stunning displays created in collaboration with Aashna Malik, a multidisciplinary artist who uses a combination of traditional and digital media to investigate ideas of perception, distortion, immersion and experience. The Walkers & Co Lounge will give the festival goers a chance to dive into Cymatics Installation to feel the beats, see the ripples and let motion be their playful guide. Also part of the lounge is a Kinetic Wall that will give people a chance to dance to their heartbeats. The Tech Drum Circle will allow people to become part of a lively symphony through joyful sounds and movement, bringing the iconic Striding Man to life through rhythmic beats. Additionally, festival-goers will get a chance to personalise their merchandise through screen printing, giving them an unforgettable keepsake.

    NEXA, Maruti Suzuki’s premium retail channel and Co-Presenting Sponsors of Lollapalooza India 2024 are set to deliver an unparalleled festival experience with the premium ‘NEXA Lounge’. The elevated deck lounge will include reserved tables, a complimentary curated premium culinary and beverage experience, limited front stage access with an open bar, valet and exclusive festival shuttles to the entry point, between the performance stages and more. Music has always been an important pillar for NEXA and the brand will celebrate it through the specialised ‘NEXA Stage’ at Lollapalooza India 2024, featuring coveted international and home-grown artists such as Caribou and Eric Nam that Indian audiences are waiting for, with bated breath. NEXA cars customised in Lollapalooza themes carrying the vibe, culture and colours of the festival as they have taken over the streets of India across Mumbai, Delhi-NCR, Bengaluru and Pune amongst others in the run-up to the festival featuring a troupe of hip-hop dancers that electrified five iconic locations in each city, drawing massive crowds! NEXA also collaborated with renowned artist Anime who added an urban touch by creating a graffiti art canvas that perfectly blends NEXA’s brand ethos with Lollapalooza India. The lively journey continues with NEXA’s entertaining multi-episode YouTube series, ‘NEXA Car-a-oke.’ Hosted by Nikhil Kini, the series features engaging conversations with influential figures in the music industry, including Tsumyoki, Dhruv Viswanath, Gaia Meera, Frizzell D’Souza, Anoushka Maskey, Shaan Kambli.

    Iconic denim brand Levi’s returns to Lollapalooza India 2024 following the phenomenal response to their consumer engagement installations and activities at the festival’s inaugural edition. The one-of-a-kind ‘Levi’s Tailorshop’ is all set to be a crowd-favourite, community hotspot once again, unveiling 15 designs inspired by music, moments and memories in collaboration with renowned artists Aaquib Wani, Mira F. Malhotra and Anirudh Mehta a.k.a Big Fat Minimalist. Festival-goers have the opportunity to personalize their Levi’s festival product with these limited-edition designs through tailored panelling, heat press stickers and screen prints, expressing their individual style through Levi’s iconic denim only at Lollapalooza India 2024. Levi’s aims to elevate the experience at Lollapalooza India 2024, leveraging the festival as a strategic touchpoint to connect with a targeted audience deeply embedded in pop culture.

    Adding to the dynamic brand partnership roster at Lollapalooza India 2024 is Maybelline New York, the world’s leading makeup brand. Orchestrating a comprehensive campaign designed to captivate festival-goers, the brand’s focal point will be the ‘Makeup Playground’ — a never-before-seen immersive experience at the festival. This feature will showcase ‘Lolla Looks’ inspired by artists performing at the festival including Komorebi, Aarifah, Kavya and Mali, offering consumers an opportunity to explore the vibrant world of Maybelline makeup in the style of the festival. Maybelline New York will unveil a new makeup range, providing festival-goers with first access to the Tattoo Liner PLAY collection, featuring six bold, colourful and shimmery liners. Additionally, the brand will showcase the limited edition ‘Music Collection’, featuring favourites like the SuperStay Matte Ink and the viral sensation Superstay Vinyl Ink from its 2023 launch slate. This partnership reflects a shared vision of empowering young GenZ audiences through the freedom of self-expression, whether through music or make-up. Recognizing the pivotal role of music in self-identity and expression for its audiences, Maybelline New York aims to create an exciting playground to experience the world of New York trends and makeup, crafted for all.

    In keeping with Lollapalooza India’s promise of making sure that everyone stays amply hydrated at the festival, Bisleri Vedica Himalayan Spring Water has stepped in to not only provide hydration for all festival attendees but do it by creating luxe touchpoints for them. As a premium water brand, every on-ground brand interaction will be curated for a premium experience, featuring sophisticated water carts and a distinctive activation incorporating helium balloons synchronized with the tagline #FullOfAltitude. This innovative approach not only seamlessly integrates the brand but also introduces a vibrant blue hue to the artistic festival landscape.

    Another new addition to Lollapalooza India 2024’s exciting brand roster is CRED that will bring with it ‘The Claw’, a fun arcade game machine. The gameplay is straightforward where members can utilize CRED coins earned through bill payments to unlock an access token. Placing the access token into The Claw machine, can help commence play and discover the surprises destiny has in store for the player! CRED’s ‘The Claw’ promises enticing rewards including top-ups, vouchers, watches, accessories and intriguing cross-brand collaborations with other partners featured at Lollapalooza India 2024.

    Along with these brands, a Global Card payment network RuPay who helmed the early pre-sale window of tickets for Lollapalooza India 2024 will also engage with digitally-savvy audiences at the festival. RuPay Credit cardholders will get special access through exclusive aisles, special parking, additional discounts and unique experiences at the festival, in a bid to enhance the overall experience of the festival-goers.

    Spearheading Lollapalooza India as the co-producer and promoter for the festival’s Indian edition, BookMyShow, India’s leading entertainment destination, has been a driving force, presenting diverse live entertainment acts across various formats and scales, enhancing the live entertainment ecosystem. The entertainment platform itself has created an interactive installation space at Lollapalooza India 2024 which is a creative spin on Whack A Mole called ‘All The Right Moves’ that will feature the thrilling pit-stops one must have on their entertainment calendar in 2024 across music, comedy, activities and more! This engaging space will act as the ticket to entertainment with exciting offers on Lollapalooza India 2024 merchandise and the Lolla Food Park. The platform actively cultivates a digitally-savvy consumer base of young discerning audiences, seeking world-class experiences in music, comedy, performances, theatricals and more. This has opened avenues for brands to strategically invest in the heart of the entertainment ecosystem, fostering a community of relevant audiences.

    With the crème de la crème of global and Indian brands coming together to create the Lollapalooza India 2024 experience for consumers and fans alike, the world’s most diverse music festival is certainly one that is not to be missed. Featuring over 40 artists, four stages and over 20 hours of unforgettable live music, art and culture, Lollapalooza India will be a treat for Indians and Asians all across, offering not just music, but also a cultural experience of a lifetime with innovative culinary selections, art, gaming, fashion and much more to be witnessed in India.

  • Premier League & its growing band of Indian followers

    Premier League & its growing band of Indian followers

    MUMBAI: If there’s one sport that unites people all over the world, it is football. Cricket maybe a religion in India, but football is life for billions of fans in every nation. When a Neymar changes teams for $260 million, as many – if not more – weep or rejoice. India too has its legions of football lovers: Estimates are that 283 million of them viewed football in 2018-19. The Premier League remains by far the most watched and supported football league with an awareness level of 79 per cent amongst soccer fans, according to  a  Brand Finance research report. The league itself has estimated that 155 million Indians track it, its teams and the players throughout the year, religiously. In the 2018-2019 season, 30 million actively watched the Premier League. 

    Run by the UK’s Football Association, the 28-year-old league is available in 643 million homes in 212 countries globally with a potential TV audience of 4.7 billion. 20 clubs each play 38 matches against each other (at home and away) on Saturdays and Sundays in the afternoon.

    In 2017, the league roped in Gully Boy Ranveer Singh- who is also a keen Arsenal follower – as its official brand ambassador for India, thus broadening its appeal within the country. 

    The typical Premier League enthusiast is a new millennial, affluent, someone who wears either Levis or Killer jeans or a  Zara T-shirt, goes on a  holiday in India at least a couple of times a year, uses personal transport,  orders from an e-commerce platform at least once a month,  and is located in the metros and mainline cities. He meticulously follows the game scores, is tech savvy, tweets and posts about the game on social media. Women also seem to have developed a fancy for the Premier League  as they comprise a sizeable 30 per cent of the fan base.

    The Premier League mania is so strong that official clubs have sprouted up nationwide in almost every metro supporting the top teams: Manchester United, Liverpool, Arsenal, Chelsea, Manchester City, and Tottenham Spurs. These clubs have affiliations with the mother clubs in the UK and have a presence in almost every metro and major city in India. Memberships run into 500 plus in almost each city, making for a massive fan base. 

    31-year old Mayur Bhosale is a Chelsea fan and also the marketing head of the team’s official fan club in India.  “For me football is my life. I am so looking forward to the next season of the Premier League. This time the gap between the previous season and this one has been short, which is good.”

    MAYUR  BHOSALE (SECOND FROM LEFT):A DIEHARD CHELSEA FAN

    Mayur’s day job is as a chief engineer with one of Airtel’s data centres in Pune. But the nights are devoted to football. “I watch every match – even when the kick-off is late at night 12:30 and ending at 2:30 am. I will wake up the next morning and head to my meeting weary in body but fresh in spirit.” 

    Tony George, who works in a pharma company, is the chairman of the Arsenal India Supporters Club, Kerala chapter. “We have been following the Premier League for the past 19 years and especially Arsenal. We are expecting the team to do better this year, with new signings.” 
     
    In fact, the supporters’ clubs normally have screenings when the matches are on, with 50-200 members gathering in a club, and making merry while watching the furiously-paced game on a large screen.  Brands such as Budweiser, Kingfisher and Heineken have supported the get togethers in the past. Other brands which have been consistent partners  – especially  of the Manchester United Supporters Club – include: HCL, nutrition brands like ON and RiteBrite, Apollo Tyres and home grown beer brand White Owl. 

    “People come dressed in colours of their favourite team,” says Mayur. “They are tattooed and they cheer every forward’s move and defender’s success at intercepting a rival’s pass. We replicate what we believe is happening in the stadium. Budweiser is the partner for many of our initiatives and for us Budweiser is our favourite beer and  is equal to the Premier League.”

    According to him, most of the members of the fan clubs are either students or those who are newly into their professional careers.  “70-75 per cent of them are in that age group of 23-29 years,” he reveals. “25-30 per cent are above 30 like me.”

    With clubs being shut thanks to the pandemic,  fans have migrated to the virtual world. Mumbai-based Chelsea fan Andre Rodrigues says meetups have happened over Zoom  ever since the pandemic hit India.  “The Mumbai chapter has organised some Zoom meets for quizzes and discussions over the last few months. And we will continue to do so for the coming season as well during the matches as well.”

    Mayur adds that the Chelsea Fan Club has made five Zoom bridges bringing together 600-700 fans across cities, thus catching their reactions towards the action during the live matches and screenings in the past few months. ”We have done at least four or five these,” he says. “These probably are here to stay. Then we have our Whatsapp group, Instagram handles, and our Facebook pages where we constantly engage.”

    Disney Star India – the broadcast partner of the Premier League in India – organises large format match screenings for various team fans across cities under the brand Select FC. 

    Mayur, who loves his Jawa two-wheeler, wears Woodland or Adidas shoes, when he goes to screenings, remembers his experience fondly. “It was a fantastic vibe,” he says. “They gave us a few gifts, had quizzes, free beer coupons and the fact that we were all together egging our team on was memorable. For us, Premier League fans, it rules.”

    This access to young affluent and passionate fans of Premier League is wooing over marketers, media buyers and planners. The platform helps drive associative value for brands and categories which want to target this unique audience and are driving initiatives and association which help them dive right into the fan sentiment and integrate/embed themselves amidst this tribe and get the rub off and preference of this audience.

    PREMIER LEAGUE FANS GATHER FOR A SCREENING IN A CLUB

    For instance, Hero Motocorp associated with the Premier League broadcast on Star Sports last year in a Twitter contest towards the fag end of the tournament. Fans were asked to send their #HeroFanMoment with the hashtag #Raiseyourgame to support their respective teams.

    Net result: the contest generated 6.9 million impressions, with Star Sports reaching out to 2.59 million unique accounts. The original announcement of the contest alone generated 3.53 million impressions and 125,725 engagements, and took the initiative amongst the top 10 trends in India for an hour and a half on the short messaging engagement platform. 

    Then, lubricants major Gulf Oil is a votary of the Premier League, especially in the current circumstances.  According to the company’s CEO & managing director Ravi Chawla,  the English Premier League is one of the most awaited seasons for football enthusiasts. Amidst the gloom around Covid, these sporting events are bringing back much-needed excitement among the consumers. Although the fans may not be able to watch the action in the stadium, we feel that a combination of the digital adoption behaviour and aspiration to continue to see their favourite players on the field will keep the fans glued more than ever. Keeping with the enthusiasm, Gulf Oil released a global film #GulfGetMovingAgain with Manchester United illustrating a new world emerging post lockdown to communicate a strong message that – "The world may have changed but our dreams haven’t”. It garnered an engagement of 4.5 million plus Manchester United fans.”

    “…given that  EPL is an extended format, it will have relevant brand associations.  Brands are evaluating all opportunities very keenly right now,” expounds Havas Media India managing director Mohit Joshi. “The football fan base has only been increasing in India over the years and that is clear from the buzz around the sport. In this Covid year, viewers have been deprived of live sports. As a result, the season will do extremely well. More than viewership, it is the social buzz that one can already feel around it.”

    With that kind of positive sentiment, don’t be surprised if during this season, brands rain heavily on the Premier League, rather than just the just the normal summer showers.

  • 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.”

  • Budweiser APAC announces key leadership changes in South Asia and East Asia

    Budweiser APAC announces key leadership changes in South Asia and East Asia

    MUMBAI: Reiterating its commitment to growth in the Asia Pacific region, Budweiser Brewing Company APAC Limited, part of Anheuser-Busch InBev, the world’s leading brewer today announced changes to its executive leadership teams in its South and East Asia business units. The company announced the appointment of Kartikeya Sharma as President – South Asia succeeding Ben Verhaert who is now appointed as President – East Asia. These leadership announcements further demonstrate the company’s commitment to drive accelerated growth, elevate go-to-market strategies and innovations, and cultivate talent from within.

    Commenting on this leadership announcement, Jan Craps, Executive Director & CEO, Budweiser APAC and President – APAC, AB InBev said, “I am pleased to announce key leadership changes to our India and South Korea teams which is a strong reflection of our strategic roadmap for the region. Ben and Kartikeya have played a vital role in our continued growth and success across geographies, transforming our portfolio, delivering strong brand growth and curating meaningful experiences to our consumers. With their deep understanding of the consumer coupled with the dynamics of the industry and commercial acumen, I am confident that Ben and Kartikeya in their new leadership roles will position us for continued success in APAC. I would also take this opportunity to thank Bruno Cosentino, the current President of East Asia for his many contributions to our company as he takes on a new leadership role to support our company’s growth in Africa.”

    Ben Verhaert has been with the company for nearly two decades and has a solid track record in sales, logistics and business unit management. He started his career with the company in Belgium quickly distinguishing himself through positions in field sales and as head of Off-Trade sales. He next served as country head of Luxembourg prior to leading Southern Europe operations as President where he accelerated topline and share growth in France & Italy. He took charge as President – South Asia business in May 2017 and led the integration with SABMiller to create One Team, One Culture and One Management System. Thanks to his strategic vision, he was able to stabilize the business in a volatile environment, delivering a solid topline growth and driving sustainable brand performance. He also spearheaded the company’s Better World dream, promoting beer as a drink of moderation and ease of doing business as well as sustainability initiatives in India. 

    Speaking on his new appointment, Ben Verhaert, President – South Asia, AB InBev said, “Asia is an exciting market for us and it is with mixed emotions that I leave India at what is an exciting moment. I am elated to join the team in South Korea. This is a great opportunity for me to drive our robust growth agenda in East Asia, reinforcing our leadership position, embracing innovative strategies to capture white-space opportunities along with building our commercial and digital capabilities. I look forward to working with the teams and growing our business in the region."

    Kartikeya brings over 14 years of experience in marketing and business development to his new role. He joined AB InBev in 2005 and led business development in Africa, Brand management of Corona in Labatt Breweries in Canada and was part of the team that set up the India business via a Joint Venture, where he managed both Marketing and Trade Marketing. As VP Marketing and more recently VP Sales, Kartikeya played an integral role in driving sustainable portfolio performance, profitable growth and led the team to achieve category-leading brand equity for Budweiser and Budweiser Magnum as well as several transformational initiatives.

    Moving into his new role, Kartikeya Sharma, Vice President Sales – India, AB InBev said, “I am humbled and excited to take on this new role and steer the company in South Asia. Ben has laid a strong foundation which I hope to build on and deliver on our business objectives. I see great opportunity ahead for the company in this market. I look forward to working with the teams, our business partners and all relevant stakeholders to tap into high-growth opportunities, supercharge our commercial innovations that will allow us to fortify our presence and deliver value to our consumers.”

    Both Ben and Kartikeya will report to Jan Craps, CEO Budweiser APAC and President – APAC, AB InBev. These appointments are effective 1 January 2020.