Bacardi Mix'r concocts a vibe that blends with the pulse of the youth

Bacardi Mix'r rolled out its first local ad for the Indian market. Titled '#ItsAMood', the campaign aims to showcase how its target consumers in India are constantly evolving and increasingly seeking engaging experiences that resonate with them. 

 

Conceptualised by Virtue Worldwide, the film captures the vibe of India’s youth as they embrace life, express themselves and make every moment count. 

 

Sameeksha Uniyal, brand lead, Bacardi, India and SEA, said, “Our consumers are at the heart and soul of everything we do. Encouraging consumers to do what moves them, we are extremely excited to launch our first-ever campaign #ItsAMood, produced in India, for India. Over the past two decades, global insights and platforms have guided our efforts and have helped lay a strong foundation for our journey in India. But as our consumers evolve, we have shifted our strategy towards a more localised approach, to unlock a new world of Bacardi Mix'r in a relatable way. Built on the insight that today's generation is celebrating uniquely and owning each moment be it big or small, the campaign leaves consumers with a message that be it emotionally, physically or mentally- ‘If it moves you, ItsAMood’. As we launch #ItsAMood across platforms and channels and amplify it with our existing IPs such as Bacardi NH7 Weekender and Casa Bacardi as well as new experientials, we hope to evolve this campaign idea for the brand into a space that celebrates creativity, community, and culture with something for everyone.”

  

Ciaran Bonass, executive creative director, Virtue Worldwide, said, "At Virtue (the agency by Vice) we have always championed diversity and self-expression. We also recognise the next generation's idea of having fun is changing. #ItsAMood perfectly celebrates the everyday moods worth celebrating and promotes the joys and different ways of being our true selves. Judgment free. At the heart of the campaign is an invitation to let go and be yourself. A powerful message for India's youth of today in feeling the power of individualism." 

 

The campaign will be rolled out on digital, cinema, TV and experiential platforms. 

 

CREDITS: 

 

Client: Bacardi Mix'r

Agency: Virtue Worldwide

Director: Aakash Bhatia

Production House: Loudmouth Films