Beer firm Bira 91 has rolled out its first 360-degree marketing campaign, ‘Make Play with Flavors’. With this marketing campaign, Bira91 desires to strengthen its premium positioning and encourage customers to be extra ‘artistic, playful and flavourful’ at a time when it’s scaling up its portfolio of flavours throughout the nation. By way of seven movies, the marketing campaign depicts a number of events akin to a marriage, an intimate night with a beloved one, night time out with shut mates, and partying on a weekend which are introduced alive by a Bira 91 variant. The 360-degree marketing campaign might be amplified throughout platforms together with TV, radio, digital.
“Shoppers consider us as artistic and playful, and subsequently, we selected animation as our storytelling medium, maybe the primary beer model to take action globally. We needed the movies to have longevity – one thing that you may watch time and again, and never be bored of it. Provided that we now have seven beers, every completely different from the opposite, we determined that it was not doable to inform the story of every with only one movie. Due to this fact, we created seven movies,” Deepak Sinha, VP, advertising, Bira 91, stated.
Bira 91 has been rising at a 150% compound annual progress fee (CAGR) from 2016-2021, it stated in an announcement. The corporate has grown by two occasions in comparison with pre-Covid ranges and has tripled its market share within the final two years, it claimed. Furthermore, the corporate is run ranking at an annualised income of over Rs 1000 crore, the assertion added. It expects customers to spend over Rs 2000 crore on Bira 91 merchandise this yr.
“For this era of customers, beer means flavour, and we ship on that promise. Greater than seven pints of Bira 91 are loved each second of every single day and night time and as we scale up, and convey our flavourful portfolio to your entire nation, it was time for us to embark on our first main marketing campaign. “Make Play with Flavors” is a name to motion to be extra experimental, artistic and playful – and to discover extra flavours in every little thing, together with the beers that you just drink,” Ankur Jain, founder and CEO, Bira 91, said.
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