Beck's launches in India with BBH as creative AoR

Anhueser-Busch InBev (AB InBev) has appointed BBH India to handle the creative duties for Beck's Ice. The agency has already worked on the brand's launch campaign. 

 

Beck's Ice is a German beer brand. 

Kartikeya Sharma, marketing director – India, AB InBev, said, “We are glad to appoint BBH as our creative agency for Beck’s Ice in India. BBH had a thorough understanding of our market requirements giving us the confidence to award them the mandate. BBH partnered us in finding a unique positioning for the brand, which is much differentiated in its category and resonates with young Millennials, our key TA. We are getting a good early response and we hope the momentum will carry forward with all creative assets going live.”

 

Arvind Krishnan, managing director, BBH India, said, “The team at AB Inbev wanted us to craft a brand that will connect with the Indian millennials. At BBH India, we’ve been investing in knowledge around this target group and our nuanced understanding of this audience gave us an edge in cracking the right space for the brand. Of course, having a next gen team that’s fresh and fast put us in the driver’s seat. we’re thoroughly excited about this challenge”.

 

Russell Barrett, CCO and managing partner, “Working on Beck's Ice has been an exciting journey. From the way we were briefed (at a golf course) to the very first presentation, the entire process has been wildly exciting. The creative team, led by Sapna and Yohan, along with Akash Bhatia, the director, have created a beautiful film that makes you feel the tension of everyday life and the release that a break in the mountains brings. The film exhorts you to escape the everyday, to the purity, of the mountains where time and stresses are put in their place. You can't help but agree with that message.”