Campaign India Team
Jul 12, 2016

Budweiser salutes values behind success stories, ‘brewed the hard way’

View the films conceptualised by DigitasLBi here

Budweiser has launched three films on digital media for the Indian market, as part of its global ‘Brewed the Hard Way’ campaign. The films have been conceptualised by DigitasLBi.
Each of the minute-long films features an individual’s inspiring success story.
One of them (above) features fashion designer Masaba Gupta. The daughter of West Indian cricket legend Viv Richards and Bollywood actor Neena Gupta reveals that she had not one, but two legends to live up to. She goes on to recall how the artiste in her finally found her identity through her fashion line, Masaba. Her work is an expression and extension of herself, and she is no longer chasing a legacy but leaving behind her own. She ends the narrative saying, “If you stay authentic, if you are brewed the hard way, nothing can stop you.” Budweiser (Music CDs) signs off with #ThisBudsForYou.  
The other films end on similar note, with one featuring Indian footballer Robin Singh celebrating ambition, and another starring EDM artiste Dualist Inquiry (Sahej Bakshi) saluting freedom.

Kartikeya Sharma, marketing director, AB InBev, India and South East Asia, said, “Budweiser is a beer that is brewed on its own terms, for people who live on their own terms. Our campaign, Brewed The Hard Way, is a call out to those individuals, who embody values like ambition, authenticity and freedom.  Personalities like Masaba Gupta, Robin Singh, and Sahej Bakshi are youth icons who have brilliantly demonstrated these values and philosophy, in the manner in which they have achieved success. We are happy to partner with them and hope their journeys inspire many more.”
Upasana Roy, head of strategy, DigitasLBi India, said, “Everyone loves to tell a success story; few tell it like it really happened. Budweiser knows first-hand, that it takes a long time to perfect one’s dream, and the process is one filled with a lot hard work and passion. This was the primary lens deployed through our creative process for this campaign. In our creative journey, we chose to not focus on just the typical “before the fame” elements. Instead, we realised that each of the personalities have undergone an arduous process, one that needs to be continually repeated and perfected despite their success. This is what set them apart and made their inspiring narratives fit naturally into the philosophy of ‘Brewed the Hard Way’.”
Client: AB InBev
Marketing director – India and SE Asia: Kartikeya Sharma
Agency: DigitasLBi India
Head of strategy: Upasana Roy
Digital strategist: Bilal Ansari
Associate creative directors: Mikhail Verma, Siddhi Desai
Copy supervisor: Ashton Rodricks
Senior associate copywriter:  Smit Hindocha
Associate copywriters: Nabeel Lakhani, Drishti Mehta  
Trainee designer: Shiamak Chhapger
Outreach director: Anusree Menon
Associate outreach specialist: Ronald Fernandes
Head, key accounts: Adityan Kayalakal
Group account director: Aakanksha Patel
Senior account manager: Pallavi Kamath
Associate client services: Shashank Sharma
Campaign India

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