“Our Commitment is to Shape the Electronic Music Culture in India”- Vineet Sharma, Budweiser

Marketing | October 14, 2016 | Interview

Budweiser Electric Daisy Carnival DLDKIndia Insomniac OML

Budweiser, an American-style beer from the house of Anheuser–Busch InBev is a significant player in the beer consumption market in India. The iconic brand has further elevated its game owing to its aggressive and vibrant marketing strategy that is largely responsible for shaping the electronic music culture in the country.

The brand has recently launched its ‘Always Brewing’ campaign in the Indian market and is also bringing the 2nd largest electronic music festival in the world, Electric Daisy Carnival to India. In an exclusive conversation with Vineet Sharma, Associate Marketing Director, AB InBev India, we at EVENTFAQS take a deep dive into the brand’s marketing strategy and its association with the upcoming Electric Daisy Carnival India.  

What is the marketing strategy of Budweiser in India and what are the marketing mediums you use?

Budweiser from the last 140 years is known to set trends globally. We have played an integral role in shaping the music culture and especially electronic music culture which has taken the world by storm. We are committed to incubate this electronic music culture in India  by not only bringing never-before-seen global music properties like Sensation, Tomorrowland, EDC to India but also curating multiple homegrown music platforms  like MADE Stage, MADE Sessions and recently launched What’s Brewing as a part of the ‘Always Brewing’ campaign in India.

‘Always Brewing’ derives its genesis from the brand’s core principles of freedom, authenticity and ambition, and engages with today’s generation- who, like the brand, are infused with the drive of constant progress and perfection. The campaign also aims to empower music lovers by offering never-before-seen electronic music experiences. 

All the above mentioned platforms like MADE Stage, MADE Sessions and Whats’ Brewing offer homegrown Indian electronic music artists an opportunity to showcase their talent and create completely new and liberating experiences for our audience.  

We focus exclusively on delivering great on- ground experiences for our audience and communicate our proposition via the digital medium which has resulted in huge brand equity for Budweiser. 

How does Budweiser use experiential marketing to connect with its target audience?

Our target audiences are always in search of truly immersive & liberating experiences hence for us, curating great on-ground experiential events becomes extremely important. Through our commitment of shaping  the electronic music culture in India, this year we have successfully introduced global music properties  like Sensation and Tomorrowland UNITE in Hyderabad, Don’t Let Daddy Know in Mumbai and our homegrown music platforms like MADE Sessions, MADE Stage and What’s Brewing. All these events have a unique format thereby increasing the appetite for electronic music for our audiences in India. Taking these experiences to the next level, this November we will bring the world’s 2nd largest music festival Electric Daisy Carnival for the first time ever in India at the Buddh International Circuit in Noida. 

Please elaborate on some of your most recent experiential campaigns and brand activations?

As mentioned above, we recently launched the, ‘Always Brewing’, campaign under which we brought down, ‘What’s Brewing’ our global property for the 1st time to India. What’s Brewing took place in New Delhi on 30th September at Hauz Khas Social and showcased a never-before-seen mix of 11 outstanding performances and experiences under one roof. 
 
The line-up featured some of the biggest names in the electronic music space like BLOT, Anushka + Agent, Progressive Brothers, Paraphoniks, Frame/Frame, SICKFLIP,  Zaeden and Kerano who performed simultaneously  on three different stages namely THE UNDERGROUND, THE GHETTO and THE CLUB.  
 
Inspired by an underground techno scene in Berlin; the first stage- THE UNDERGROUND featured electronic music with minimalist techno and splendid performances by Paraphoniks, FRAME/FRAME and BLOT. The 2nd stage- THE GHETTO presented the New York style of Hip Hop music and had performances by Anushkha + Agent and SICKFLIP. The last stage- THE CLUB took its inspiration from Amsterdam style clubs and saw artists like Progressive Brothers, Zaeden and Kerano spin their take on Electronic House music.
 
In addition to this we also hosted a special contest on social media where budding electronic music artists got a chance to open for the headliners of this event.. Artists had to participate by uploading a 30-minute set on Soundcloud and the headlining acts themselves handpicked the winners from the entries.

How did the association with EDC India come through? Any strategic reasons behind the same?

Our association with Insomniac who owns this property dates back to quite some years wherein we successfully worked together in USA & Brazil. As part of our vision of shaping the electronic music culture in India, we brought in multiple international properties- Sensation, Tomorrowland Unite, Don’t Let Daddy Know for our audience. To further this agenda and to provide a liberating musical extravaganza for our audience, we are bringing for the first time ever in India- Electric Daisy Carnival which is the 2nd largest electronic music festival in the world after Tomorrowland. We are confident that EDC will set a very high benchmark in India’s electronic music festival scene.   

What kind of experiences will Budweiser be curating on-ground at the EDC India?

Our fans are definitely in for a huge surprise in EDC. Every consumer touch point has been carefully crafted so that our audience is completely blown away by the experience offered to them. I can assure you right from the entry to the mammoth stages, all the International and Indian performances at EDC will leave the audience wanting for more. EDC is definitely going to be an experience that will create memories for a lifetime.  

What are the upcoming campaigns that one can expect from Budweiser in the year ahead?

We are highly committed to our cause of shaping electronic music culture in India and most of our activities will be aligned to this cause. Our endeavors in this field have started in the right direction and there is lots more to come in the coming months. Stay tuned to our social media channels to know more about the amazing experiences that Budweiser has to offer. 

In a conversation with Vineet Sharma, Associate Marketing Director, AB InBev India, we at EVENTFAQS take a deep dive into the brand’s marketing strategy and what can we expect from the brand ahead.

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