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Bira says, ‘Make Play with Flavours’

Bira makes ‘play with flavours’

Bira 91 has launched its first ever 360-degree campaign, ‘Make Play with Flavours’, as it scales up its portfolio of flavors across the country. The campaign aims to further strengthen the brand’s premium positioning and encourage consumers to be more creative, playful and flavorful.

‘Make Play with Flavours’ is a call to action and encourages consumers to be more experimental, creative and playful – and to explore more flavours in everything, including the beers that they drink.

Bira 91 currently has a portfolio of seven flavours and releases one new beer every week at its taprooms. The 360-degree campaign will be amplified across platforms including TV, radio, digital, OTT amongst others.

The campaign premieres with seven films, each film depicting 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 colorful and surreal world where each stories unfolds. The films sport a range of fun and upbeat musical tracks from top 40 to Indie bands.

Talking about the campaign, Mr Ankur Jain, Founder & CEO of Bira 91 says, “For this generation of consumers, beer means flavour, and we deliver on that promise. As we scale up and bring our flavourful portfolio to the entire country, it was time for us to embark on our first major campaign.”

The campaign tag line, ‘Make Play with Flavours’, is inspired by the blurring of boundaries between work and fun, between creating and playing. It is a refreshingly different point of view of the world of beer.

The company has seen significant growth in the last few years, growing at 150% CAGR from 2016-2021. With a double-digit share of the premium beer category, the company is run rating at an annualised revenue of over Rs 1,000 crore.