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New BBH India campaign for Beck’s: A beer in the mountains is the antidote to workplace stress

Global brewer Anhueser-Busch InBev has appointed BBH India as the creative agency for its new product Beck’s Ice. The agency will also handle social media marketing for the beer, which it says is designed to “appeal to unisex consumers”.

As part of the deal, BBH has produced an ad – to run online only as alcohol advertising is banned on mainstream platforms in the country – focused on ways that Indian millennials can escape workplace pressure by visiting the countryside and enjoying a Beck’s Ice. The tagline for the film is ‘It’s pure up here’.

AB InBev marketing director Kartikeya Sharma said: “BBH had a thorough understanding of our market requirements, giving us the confidence to award them the mandate.

Millennials are the target audience for Sharma

“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 target audience.”

Managing director at BBH India Arvind Krishnan claimed that having “a next gen team that’s fresh and fast put us in the driver’s seat” in terms of winning the account.

Krishnan knows his millennials

“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,” he added.

On the work itself, BBH India chief creative officer and managing partner Russell Barrett said the team had “created a beautiful film that makes you feel the tension of everyday life and the release that a break in the mountains brings”.

Barratt is proud of the ‘beautiful film’

He added: “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.”

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