Budweiser urges young Indians to break the barriers and stereotypes

Budweiser Experiences recently launched their campaign – ‘Be a king’, a narrative that bolsters individuals to seize their opportunity to shine, brought to life by three inspirational protagonists – Divine (India’s leading hip hop artist), Siri Narayan (an acclaimed rapper) and Mokshada Jailkhani (a body positive dancer). ‘Be a King’ is an attitude, a mindset, and a war cry to young Indians who have the confidence to break barriers and stereotypes, and seize their opportunity to shine.

Directed by Gil Green, an internationally acclaimed director who has directed videos for Lil Wayne, Drake, Nicki Minaj and DJ Khaled among others, this campaign is his first project in India. Set in an urban underground nightclub with eclectic lighting that resembles a crown, Divine is seen rapping his vision of what makes a true king and challenges the audience to seize their moment. Siri takes up the challenge with almost fierce confidence, and eloquently raps her stance in Kannada. The story is complemented by Mokshada, a flagbearer of body positivity, who expresses herself through a riveting dance, unanimously conveying that Kings are not born, they are made as a result of their mindset, grit and ambition.

Commenting on the campaign, Kartikeya Sharma, Vice President Marketing, South Asia, AB InBev, said, “When it comes to expressing oneself, people are often conscious of being perceived as different and restrict themselves to conform to social norms. We know that our consumers seek the freedom to live the life they desire and seize the opportunity to confidently be themselves. ‘Be A King’ is just that, an attitude that energizes you to follow your ambition, free from all judgement. For this project, we are thrilled to have collaborated with Divine, Siri and Mokshada – individuals who truly represent this spirit and resonate with the Budweiser brand ideal.”

The Film:

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