Bringing The Fear And Fervour Of Halloween
Halloween is a very popular festival in the West, though not so much in India. In a first, Budweiser recently brought the biggest ever Halloween experience to India with its “Join the Fearless” campaign. The brand urged consumers to come forth and face their fears on their own terms.
Budweiser ushered in the Halloween week with an anthem called ‘Touch’ by American song writer and Grammy nominee Kehlani Parrish in collaboration with the brand. The song also went live on Kehlani’s various music platforms.
Joining the ‘Fearless’ movement were popular personalities such as Kavya Trehan, singer-songwriter and part of indie pop band Mosko; Shaan, the talented and youngest ever electronic DJ/music producer in India and one of the first Indians to play at Tomorrowland; and India’s leading super model Erika Packard; among others. Through a series of fun engaging videos, these trendsetters revealed their most irrational fears and helped the participants discover their own adventurous side.
For those who enjoy playing dress up and going out on Halloween, celebrity Makeup Artist Elton J. Fernandez created a DIY Halloween make-up tutorial urging his fans to be a part of Budweiser’s #JoinTheFearless movement.
Keeping up with the spirit of the occasion, fashionistas such as Aashna Shroff from The Snob Journal, Kritika Khurana from That Boho Girl and Monalisha from The Grey Halfway created customised stunning Halloween looks. What really elevated the celebration was a special concoction of Budweiser tipped with red dye, wittily named ‘Bloodweiser’, making it truly a memorable event.
Speaking about the Halloween campaign, AB-Inbev associate marketing director Vineet Sharma says, “Budweiser is being cemented as a culture-shaping brand by constantly challenging the status quo, and pushing to innovate and present one-of-a-kind experiences for our consumers. Globally, Halloween is one of the most celebrated occasions, and we are truly excited to bring the fear and fervour associated with it to India.”
To round off the Halloween week, Budweiser also organised Halloween themed marquee events on 27 and 28 October, 2017 in Mumbai and Delhi, respectively. The parties saw dramatically transformed venues, specially crafted ‘Clydesdale’ masks and Halloween inspired food and beer concoctions.
