Aakash Bhatia directs ad based around Indian millennials’ desire for new experiences
Anhueser-Busch InBev (AB InBev) today announced the appointment of BBH India as its creative agency for Beck’s Ice. An integrated mandate, BBH will also be responsible for social media marketing.
Part of AB InBev family, Beck's is renowned for its uncompromising quality by consumers in over 85 countries. With 100% pure malt liquid that delivers a refreshing taste, Beck’s Ice is inspired by its German heritage from 1873 that is sure to appeal to unisex consumers.
The brand also launched its maiden campaign in the country this month. The campaign, conceptualized and executed by BBH, derives from the cultural insight that Indian millennials are constantly on the lookout for new experiences to escape the monotony and pressures of urban life. Beck’s Ice with its uncompromising quality offers just this - a world of pure & unmitigated fun that one can enjoy with friends.
Commenting on this occasion, Kartikeya Sharma, marketing director – India, AB InBev, said: “We are glad to appoint BBH as our creative agency for Beck’s Ice in India. BBH had a thorough understanding of our market requirements giving us the confidence to award them the mandate. BBH partnered us in finding a unique positioning for the brand, which is much differentiated in its category and resonates with young Millennials, our key TA. We are getting a good early response and we hope the momentum will carry forward with all creative assets going live.”
Arvind Krishnan, managing director, BBH, added: “The team at AB Inbev wanted us to craft a brand that will connect with the Indian millennials. At BBH India, we’ve been investing in knowledge around this target group and our nuanced understanding of this audience gave us an edge in cracking the right space for the brand. Of course, having a next gen team that’s fresh and fast put us in the driver’s seat. we’re thoroughly excited about this challenge”.
Russell Barrett, CCO & managing partner, concludes: “Working on Beck's Ice has been an exciting journey. From the way we were briefed (at a golf course) to the very first presentation, the entire process has been wildly exciting. The creative team, led by Sapna and Yohan, along with Akash Bhatia, the director, have created a beautiful film that makes you feel the tension of everyday life and the release that a break in the mountains brings. The film exhorts you to escape the everyday, to the purity, of the mountains where time and stresses are put in their place. You can't help but agree with that message.”