Bira 91: Hip Hop Association

Bira 91, an Indian craft beer brand, increased purchase intent and brand awareness in India by launching a hip hop channel on the music-streaming service Saavn to engage a younger target.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands