Budweiser Experiences recently launched their campaign– ‘Be A King’, a powerful narrative that bolsters individuals to seize their opportunity to shine, brought to life by three inspirational protagonists – Divine (India’s leading hip hop artist), Siri Narayan (an acclaimed rapper) and Mokshada Jailkhani (a body positive dancer). ‘Be a King’ is an attitude, a mindset, and a war cry to young Indians who have the confidence to break barriers and stereotypes, and seize their opportunity to shine.
Directed by Gil Green, an internationally acclaimed director who has directed videos for Lil Wayne, Drake, Nicki Minaj and DJ Khaled among others, this campaign is his first project in India. Set in an urban underground nightclub with eclectic lighting that resembles a crown, Divine is seen rapping his vision of what makes a true king, and challenges the audience to seize their moment. Siri takes up the challenge with an almost fierce confidence, and eloquently raps her stance in Kannada. The story is complemented by Mokshada, a flagbearer of body positivity, who expresses herself through a riveting dance, unanimously conveying that Kings are not born, they are made as a result of their mindset, grit and ambition.
Commenting on the campaign, Kartikeya Sharma, Vice President Marketing - South Asia, AB InBev opined, “When it comes to expressing oneself, people are often conscious of being perceived as different and restrict themselves to conform to social norms. We know that our consumers seek the freedom to live the life they desire and seize opportunity to confidently be themselves. ‘Be A King’ is just that, an attitude that energizes you to follow your ambition, free from all judgement. For this project, we are thrilled to have collaborated with Divine, Siri and Mokshada – individuals who truly represent this spirit and resonate with the Budweiser brand ideal.”
Adding to the new narrative, Vivian Fernandes aka DIVINE shared, ““It’s great to partner with Budweiser, a brand that is always inspiring you to be unstoppable and driven. Personally for me, ‘Be A King’ is about being true to yourself and representing that. Over the years, through my journey, I have come to realise how important it is to challenge the norm and be proud of your individuality.”
Siri Narayan commented, “When one thinks of rap, one thinks of free flowing thoughts. But for me, rap is a mirror of myself which I am most comfortable expressing in my mother tongue. I often make a commentary on society in my songs, but I have never let society command the way I express it. I believe that we are all kings in our own unique way.”
Mokshada Jailkhani expressed, “Self-acceptance has played a key role in where I stand today. For me, ‘Be A King’ signifies a confident owner of ones’ own life and choices. Find your passion, go after it and Be a King!”
Watch Budweiser’s ‘Be A King’ feature here: https://www.youtube.com/watch?v=T90h7tfjxGo
Divine (India’s leading hip hop artist), Siri Narayan (an acclaimed rapper) and Mokshada Jailkhani (a body positive dancer)Directed by Gil Green @Lil Wayne, @Drake, @Nicki Minaj @DJ Khaled @ @Kartikeya Sharma, Vice President Marketing - South Asia, AB InBev @Ria Chowdhary
Those of you who have been around from the 1960's through the 1990's will remember the vibrant live music scene in almost every starred hotel in India. Those were the days when you walked into a nightclub like 'Rendezvous' at The Taj Mahal hotel and 'Supper Club' at the Oberoi Sheraton in Mumbai to see curtains going up on a band that was the prime focus of these outlets. Every seat in these restaurants allowed an unobstructed view of the band that performed every night on resident contracts. Today all this has disappeared thanks to some ridiculously high entertainment taxes on live music. Today, non off these hotels have complete bands playing save for a few that feature small duos or solo singers. The Lodhi in New Delhi, recently listed among the world's best hotels, decided to step in and rewind to the good old days. They got Goa's premier jazz quartet 'Jazz Junction' to move to Delhi on a resident contract and the decision has paid off in terms of footfalls generated by the band. Jazz Junction featuring singer Daniella Rodrigues, pianist Tony Dias,
bassist Colin D'Cruz and drummer Angelo Colasco began playing at The Lodhi in June 2018. Four months into the contract the band generated a sizeable following, with quite a few high profile guests choosing to celebrate their special occasion at the Elan bar where the band performs. Against all odds the rewind option proved to be a huge success and hopefully other properties around the country takes the cue to trigger a whole new revival of live music.