Bira 91 rolls out its first-ever 360-degree campaign ‘Make Play with Flavours’

Bira 91 launcheे its first-ever 360-degree campaign – ‘Make Play with Flavors’. As Bira 91 scales up its portfolio of flavours across the country, the campaign aims to further strengthen the brand’s premium positioning and encourage consumers to be more creative, playful & flavorful.

‘Make Play with Flavors’ campaign is a call to action that encourages consumers to be more experimental, creative and playful – and to explore more flavours in everything, including the beers that they drink. It’s a refreshingly different point of view of the world of beer – one in which flavour is at the centre.

The campaign premieres with seven films, where each film depicts an occasion that is brought alive by a Bira 91 variant that unleashes the playful spirit in consumers: be it a wedding, an intimate evening with a loved one, a chill night with close friends or partying on a weekend. This is enhanced by the brand’s bold choice of using animation allows unrestricted imagination, a fundamental aspect of the Make Play concept and creates a colourful and surreal world where each story unfolds. Finally, the choice of music ties the whole campaign together. Not limiting themselves to one genre, the seven films sport a range of fun and upbeat musical tracks from top 40 to indie bands.

Talking about the campaign, Ankur Jain, Founder & CEO, Bira 91 shares, ‘For this generation of consumers, beer means flavour, and we deliver on that promise. More than seven pints of Bira 91 are enjoyed every second of every day and night and as we scale up, and bring our flavorful portfolio to the entire country, it was time for us to embark on our first major campaign. “Make Play with Flavors” is a call to action to be more experimental, creative and playful – and to explore more flavours in everything, including the beers that you drink.”

The 360-degree campaign will be amplified across platforms including TV, radio, digital, OTT amongst others.

Sharing his view on the campaign, Deepak Sinha, VP, Marketing, Bira 91 shares, “Make Play is a coming-of-age moment for this generation that wants to scream “make way”. Our campaign tag line, Make Play with Flavors, is inspired by the blurring boundaries between work and fun, between creating and playing. It is a refreshingly different point of view of the world of beer – one in which flavour is at the centre.”

He further adds, “We wanted the brand films to stand out and build on our flavour story. Consumers think of us as creative and playful, and therefore, we chose animation as our storytelling medium, perhaps the first beer brand to do so globally. We wanted the films to have longevity – something that you can watch again and again, and not be bored of it. Given that we have seven beers, each different from the other, we decided that it was not possible to tell the story of each with just one film. Therefore, we created 7 films – one for each flavour. Most importantly, we wanted to ensure that these films put people in a good mood. People have been through a lot over the last two years, and we wanted to remind them of doing things that they love, with the people and the beer that they love.”

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.