Brewer major Anheuser Busch InBev (AB InBev) has announced the launch of its in-house multidisciplinary creative studio, draftLine, in India.
With this introduction, the company endeavours to be more agile, stay at the forefront of trends and foster frictionless collaboration between internal and creative teams to craft effective, culture-shaping experiences that address the ever-evolving preferences of consumers across all connection points.
“As a company, we are constantly transforming ourselves and through our brands, we have always challenged the status quo, going above and beyond to curate meaningful campaigns for our consumers. We want to scale our efforts further and marry innovative thinking with data and an agile way of working, to elevate our efforts and deliver work that is inspired and culturally relevant, at a much faster pace,” said Kartikeya Sharma, Vice-President Marketing, South Asia, AB InBev. “With some of the best creative and analytical minds at work, draftLine India will bring unique perspectives to address the evolving needs of consumers, tap into relevant trends and design experiences that resonate with them at all times.”
draftLine is centred around four hubs — Insights, Creative, Tech and Digital and E-Commerce. The Insights hub is a rigorous social listening set up that will harvest data to glean insights that will inform all brand initiatives. It will also help brands not just spark conversations with consumers but nurture relationships with them through effective channel management. The Creative hub will bring the iconic beer brands to life through compelling storytelling that is relevant to consumers at all touchpoints like mobile, web and offline.
At the core of the Tech and Digital hub is crafting solutions powered by technology and will span services like web and app development, UI/UX management, The E-commerce hub will fuel the company’s journey in the world of streetwear fashion through product management and merchandising solutions.
Established in May 2018, draftLine is now present across 11 markets globally. In India, the office is located at the AB InBev India headquarters in Bangalore and is spread across 1800 square feet of the 25,000 square foot office.