AB InBev India moves beyond sponsorships—Betting big on owned festivals

Three years after Budweiser’s global launch of its ‘Tomorrow is Yours to Take’ campaign in 2022, the brand has finally brought it to India. This was to reinforce its commitment to embedding itself in youth culture through music, festivals, and experiences.

In its original iteration, the ‘Tomorrow is Yours to Take’ campaign—featuring Grammy-winning artist Anderson .Paak—was a rallying cry for young creators worldwide to seize opportunities and realise their dreams. While the core insight remains relevant, AB InBev India has tweaked the messaging to align with the Indian audience’s growing affinity for music and festival experiences. Interestingly, while Wieden + Kennedy (W+K) designed the 2022 campaign, this time the company developed it in-house.

But why has the Belgium-based multinational drink and brewing company decided to turn up the volume on India’s music scene with Yours to Take, an electrifying campaign that puts fans at the heart of live experiences? Music festivals are no longer niche—they’re a cultural force. From Coldplay to Diljit Dosanjh, demand for live events has soared. By 2025, concerts are expected to generate INR 1,000 crore in revenue, with large-scale events growing from 200 in 2018 to 300, according to an EY report.

“Consumers today are experiencing a powerful moment of self-expression. In India, especially with Gen Z and young consumers, it’s a strong call to action—almost a war cry—encouraging them to seize opportunities and achieve their dreams. That is even more relevant today, given the evolving landscape of young India,” Vineet Sharma, vice president–marketing and trade marketing, AB InBev India told Campaign.

Unlike the global campaign, which spotlighted musicians and artists, the Indian adaptation shifts focus to the festival-going audience—the fans who drive the culture. “Our latest campaign puts fans at the centre of the narrative because there would be no music festivals or appreciation for music without them. That’s the transformation we’re driving,” Sharma adds.

Marketing amidst tightening regulations

The Indian government’s tightening restrictions on surrogate advertising and brand sponsorships have forced alco-bev brands to rethink their marketing strategies. Traditional advertising channels are increasingly off-limits, making experiential marketing the primary lever for consumer engagement.

India’s alco-bev industry is highly lucrative but constrained by ever-evolving state regulations. As policies shift, brands must innovate, reposition, or rethink their strategies to stay ahead in this complex market.

While surrogate advertising remains a staple, experiential marketing is emerging as a powerful tool. From music festivals to sports sponsorships, brands are weaving themselves into cultural experiences, building deeper consumer connections.

“There are legitimate ways to partner on brand experiences, and those are not just surrogates but also brand extensions,” Sharma explains. “That’s where AB InBev India’s future lies with our portfolio—Corona Sunsets and even Budweiser 0.0. We have legitimate brand extensions that allow us to become partners with many of these IPs and events.”

Experiential marketing: The new battleground

According to Statista, India’s alco-bev beverage market is set to generate $52.7 billion in 2024. While at-home revenue is expected to grow at a 4% CAGR from 2024 to 2029, volume consumption is projected to dip by 0.8% in 2025. As the industry navigates shifting consumer habits and regulatory hurdles, brands are doubling down on immersive experiences to remain relevant in a competitive landscape.

With beer consumption in India growing, AB InBev India is focusing its efforts on engaging young consumers through premium, culturally relevant experiences rather than conventional advertising. “More than 20 million LDA (legal drinking age) consumers enter the category each year, and Budweiser is often their first choice. Hence, our approach is hyper-local—focusing on what resonates with India’s young consumers,” says Sharma.

For alco-bev brands, music festivals and live events are the key battleground—and AB InBev India is leading the charge. The company has actively partnered with leading music festivals such as Magnetic Fields, Echoes of Earth, and DGTL. It has also ventured into owned IPs—an area it intends to expand further.

“In the past, we have had platforms like Corona Sunsets. We are very heavy on experiential marketing. So, we want to strike a balance—sponsoring events while also bringing people to our own IPs,” Sharma states.

The big Corona Sunsets festival is yet to debut in India, but smaller activations—like the Holi edition across five cities—are laying the groundwork.

IPL: An opportunity, but not the only one

Unlike many brands that go all-in on IPL sponsorships, AB InBev India is using it more as a media opportunity. “It comes in the summer season, which is a big drinking occasion for us. At this point, our association is not deeply rooted like a lot of other players who associate with teams, etc. We’re using this more as a platform to advertise during IPL and post-IPL as well,” Sharma says.

This calculated approach is based on shifting consumer behaviour; they are increasingly switching screens—watching content on Instagram and other OTT platforms. The company does have plans, but not from a traditional advertising perspective. “We want to use this season to reach our consumers, whether online or offline. But ultimately, with or without IPL, our plans remain intact,” Sharma asserts.

India is the world’s eighth-largest alco-bev market, generating $45 billion in annual revenue. Within the beer segment, AB InBev India holds a dominant position, with Budweiser ranking among the top four brands by volume share. However, with multiple brands vying for consumer attention, differentiation is key.

“What we sell is more of a lifestyle than a beer. We don’t just do media; we focus on story-doing. Our storytelling and experiences are equally weighted,” Sharma notes.

Music and sports remain the brand’s key passion points, with Budweiser carving out a niche in electronic music and international football. “We’ve been proud partners of Sensation, Tomorrowland, and EDC—all first-timers in India. We will continue to hold that ‘culture shaper’ tag in the music fraternity,” Sharma adds.

The APAC play and future investments

Globally, AB InBev invested $7.2 billion in sales and marketing in FY24, with a significant portion allocated to strengthening its mega brands and building brand equity in high-growth markets like India and APAC.

“Our company follows a zero-based budgeting (ZBB) model. APAC is one of the biggest markets as the largest population in the world sits in this cohort. We are the number one brewer in the APAC market, but not in India. However, India is one of the key countries in this zone, and in years to come, you will see this investment focus increasing,” Sharma confirms.

China, Vietnam, Japan, Korea, and India remain AB InBev’s priority markets, with a significant share of investments funnelled into music and sports partnerships. On the sports front, Corona Cero was the global beer sponsor of the Olympic Games, while Budweiser maintains partnerships with major football leagues such as the English Premier League and La Liga.

Budweiser’s ‘Yours to Take’ campaign marks a significant shift in how AB InBev India engages with consumers. By embedding itself into music culture, leveraging owned IPs, and embracing experiential marketing, the brand is not just navigating advertising restrictions—it’s reshaping how alco-bev brands connect with their audience.

In a market where regulatory challenges and brand clutter make differentiation difficult, AB InBev India’s approach is clear: be a part of the culture, not just an advertiser. And in that mission, India remains a crucial playing field.