Bira 91 Announces FreeFlow: A New Hip-Hop Focused Experiential Campaign

by  EVENTFAQS Bureau Marketing | November 1, 2017 | News

Bira 91 FreeFlow

India’s favourite beer brand, Bira 91 has announced Bira 91 FreeFlow – a campaign that narrows its focus on hip-hop and it’s subcultures in India. From rap to b-boying, to graffiti and fashion, Bira 91 FreeFlow aims to become the one-stop resource for all things hip-hop in India. As an art form, hip-hop’s journey has taken from an expression of the embattled South Bronx to be the defining symbol of popular culture worldwide. Hip-hop portrays bold, irreverent, cross-cultural and community-centric persona, just like the Indian beer brand.

Music is at the center of the Bira 91 FreeFlow experience and for the November tour, Lady Leshurr queen of British rap will establish Bira 91 as a brand that’s committed to authenticity and creating a community around hip-hop subcultures. Bira 91 FreeFlow will adopt a 360-degree approach and encompass live music gigs to web series, partner with Saavn and set up a record label in the future to release and promote Indian hip-hop acts. For its first tour featuring Lady Leshurr, Bira 91 FreeFlow will visit three cities – Mumbai, Bengaluru, and Delhi – from November 16-18. 

Lady Leshurr is one of the UK’s most exciting rappers, known for her ingenious freestyling that combines mischief, wit, and expert comic timing. Her music is packed with witty asides, fast and furious put-downs and a tongue-in-cheek aesthetic that resonates with a playful brand like Bira 91. Supporting Lady Leshurr on the three-city tour will be one of India’s most exciting hip-hop talent, Delhi-based rapper Prabh Deep, who has just released his debut album, Class Sikh, to glowing reviews. Prabh Deep is widely acknowledged as one of the best underground MCs in the country. 

In Mumbai, turntablist DJ Uri, will join Lady Leshurr and Prabh Deep at Summer House on November 16. Audio-visual, sample-driven act, Aerate Sound collaborated with Bangalore-based MC Smokey the Ghost and The Burning Deck on their debut album, Only for External and will perform live in Bangalore on November 17 at The Humming Tree. DJ MoCity is an award-winning selector, promoter, MC and co-founder of South Asia’s first online community radio, Boxout.fm and joins Bira 91 FreeFlow in Delhi at Auro on November 19.