Mumbai, 13 July 2023: Budweiser Beats energy drink has announced a new, exhilarating initiative – aimed at inspiring creators and unveiling the effort involved in content creation. The crusade shines a spotlight on the creative process and the relentless grind endured by young artists to create a simple 30-second Reel, craft an engaging teaser, or produce a song that resonates with the audience. To bring this concept to life, the brand has collaborated with two dynamic Gen Z artists who embody the essence of creativity, passion and vigour.
Srushti Tawade, a rapper-writer and Niharika NM, a global creator with impeccable comic timing, reveal the daily challenges and creative blocks they encounter while making their viral videos. In a candid behind-the-scenes journey, the viewer gets an authentic glimpse of what goes on backstage – unveiling the reality behind, and the toil of content creation. Throughout this process, Budweiser Beats energy drink remains their trusted partner, fuelling their creativity and sharpening their focus as they channel their artistic brilliance.
Sharing more on the campaign, Niharika NM, exclaimed, “When we see a 60-sec Reel, we often forget the 60+ hours of hard work that’s put behind it, not just by the creators but their entire crew. To top it, relatability is key to the humour and constantly reinventing the wheel can be a daunting task. Working with Budweiser Beats energy drink has been interesting, as the collab sheds light on the genuine hard work that goes in to create content – day in, day out. It’s a challenging journey, yet an exhilarating one, and I’m thrilled to offer my community a glimpse into my creative process.”
Echoing Niharika’s sentiments, Srushti Tawade, shared, “Kudos to Budweiser Beats energy drink, for bringing to fore all the madness that goes on behind-the-scenes, which is easy to miss and not captured enough on our Instagram feeds. The timing of the drop could not have been more perfect, serving as a great foundation for the release of my new single. The collaboration captures some exciting and enjoyable moments from my creative process with Budweiser Beats energy drink being my only constant, getting me and my crew through it all.”
Describing the brand world Budweiser Beats energy drink is creating, Vineet Sharma, Vice President – Marketing, AB InBev India added, “Our goal with the campaign is to celebrate and highlight the creative process of emerging and established creators. This initiative captures the incredible energy, passion, and dedication that fuels content creation. Unlike adventure-focused narratives adopted by other players in the category, Budweiser Beats energy drink serves as a go-to source for sharpening creative focus – empowering artists and creators to overcome challenges, push boundaries, maintain focus, and power through creative blocks.”
Budweiser Beats energy drink is available at leading modern retail outlets, department stores and popular e commerce aggregators across the country at Rs. 110 for a 250 ml can – making it easily accessible for all creative minds seeking a superior-tasting, high-quality energizing and flavorful beverage to power their pursuits.
