Consumers of beer know that there are options galore out there for them to choose from, whether they’re seated at a bar or even picking up beverages from a supermarket for a chill night at home. Bira 91 was launched not too long ago in 2015 in an already crowded market. What makes consumers choose Bira 91 over the rest? Apart from the product itself, the answer, of course, lies in its marketing.
The homegrown craft-beer brand that has carved a name for itself in the mind of Indian consumers has now launched its first 360-degree marketing campaign that is connecting with a whole generation of consumers across all touchpoints.
Based on the insight that beer as a beverage means different things to different generations, the campaign targets those who consider flavour as the most important aspect while choosing their drink. Titled ‘Make Play With Flavors’, the campaign is an invitation to this very generation of consumers that seems to scream “Make way”, and is a call to action to be more creative, playful and flavourful.
In a unique way, the campaign highlights Bira’s entire portfolio in seven animated films. Each film depicts a different occasion such as a picnic, a night out on the town, an intimate date, and a fun day at the beach, all of which are brought alive by a Bira 91 variant that enhances the vibe of the occasion.
The playful animations are set to popular soundtracks and portray how there’s a Bira 91 variant for every mood and occasion. For instance, the Summer Lager for a day at the beach with Calvin Harris’ hit EDM track Summer; the Bira 91 Gold for a baraat set to the Bollywood song Gal Mithi Mithi Bol; or the Bira 91 Light after a dance work out on Tones and I’s catchy Dance Monkey; each film brings alive a relatable occasion in the Bira 91 consumer’s life.
The films were unveiled on major social media platforms such as Instagram, Facebook, Twitter, and LinkedIn and promoted by popular artists and celebrities like Radhika Apte, Divine, Jasleen Royal, The Local Train, Benny Dayal.
This was followed by the #MakePlayWithFlavours challenge on Instagram, where consumers were invited to choose their flavour and remix a reel of their choice from Bira 91’s Instagram page to win exciting prizes.
Digital influencers such as Rhea Kapoor, Meghna Kaur and Savi and Vid of Bruised Passports were brought on board to spread the word.
To reach consumers enjoying the ICC T20 Cricket World Cup, Bira 91 released all ads on the OTT platform Disney+ Hotstar, while music lovers were reached via 7 unique playlists on Bira 91’s Spotify account curated by artists and personalities such as Radhika Apte, Jasleen Royal, The Local Train, and Benny Dayal.
But the fun doesn’t end in the online world. As part of the ongoing campaign, the brand has taken over the DLF CyberHub in Delhi and the Taproom in Bangalore for the duration of the Cricket World Cup 2021 with the Bira 91 Make Play Festival. With special offers for beverages at these venues, match screenings, carnival-style gaming zones and a merch shop with special discounts running till the 14th of November, 2021, the festival showcases the world of Bira 91 and its conviction to ‘Make Play with Flavors’.
The first ever Bira 91 Limited Release Pop-Up is also set to take place at Soi7 in the capital city where innovative brews will be served exclusively for flavour enthusiasts. The brand also reached users extensively through radio and a large footprint of outdoor ads at popular locations. Truly 360 degree, and truly impactful.
With a campaign of such scale and reach, Bira 91 is sure to stay in the minds of consumers for a long time.