Have you been 'Brewed the Hard Way?', asks Budweiser

Success is sweet, but its secret is sweat, goes the old adage. Hard work always pays, yes, but inspiration, too, plays a role in pushing us towards our goals. Centered around this thought, popular beer brand Budweiser from Anheuser-Busch InBev, a leading global brewery, has released three digital films, conceptualised and produced by the digital marketing agency DigitasLBi as part of its campaign titled 'Brewed the Hard Way'.

The digital films, which are less than two minutes each, feature Indian fashion designer Masaba Gupta, Indian footballer Robin Singh, and electronic dance music (EDM) artiste Sahej Bakshi, popularly known as Dualist Inquiry, who share their success stories while focussing on the three attributes of authenticity, ambition, and freedom. The films have been released on Budweiser's social media, as well as on digital platforms including YouTube.

Speaking about the digital series, Kartikeya Sharma, marketing director, AB InBev, India and South-East Asia, says, "Budweiser is a beer that is brewed on its own terms, for people who live on their own terms. Our campaign, Brewed the Hard Way, is a call out to those who embody values like ambition, authenticity, and freedom. Personalities such as Masaba Gupta, Robin Singh, and Sahej Bakshi are youth icons who have brilliantly demonstrated these values and philosophy. We are happy to partner with them and hope their journeys inspire many more."

The campaign targets young, passionate, and confident adults with the message that true confidence comes only from knowing your true strengths and turning them around to realise your full potential in any given field.

Upasana Roy, head of strategy, DigitasLBi India, adds, "Everyone loves to tell a success story; few tell it like it really happened. Budweiser knows first-hand that it takes a long time to perfect one's dream, and the process is filled with hard work and passion. This was the primary lens deployed through our creative process for this campaign. In our creative journey, we chose to focus not just on the typical "before the fame" elements, but instead, how each underwent an arduous process, one that needed to be repeated and perfected despite their successes. This is what set them apart and made their inspiring narratives fit naturally into the philosophy of Brewed the Hard Way."

Anheuser-Busch InBev is a global brewer, which claims to be one of the world's top five consumer products companies. The company's brands include Budweiser, Corona and Stella Artois, as well as international brands such as Beck's, Leffe, and Hoegaarden, and local brands such as Bud Light, Skol, Brahma, Antarctica, Quilmes, Victoria, Modelo Especial, Michelob Ultra, Harbin, Sedrin, Klinskoye, Sibirskaya Korona, Chernigivske, Cass, and Jupiler.