Campaign Details
Brand: Bira 91Lead Agency: SaavnRegion: APAC
Strategy
Objective
Bira91 and hip hop
With an aim to establish themselves as bold but approachable and youth-friendly while still retaining a homegrown image, Bira91 took on the genre hip hop to build their brand identity.
In Bira91's words: "hip hop is more than just about a genre, it's a lifestyle. Irreverent, bold and embracing, hip hop has been the expressive voice for urban youth, from New York to New Delhi, and this is what we stand for." - Rohit Pillai, head of partnerships Bira91
The objective...