Budweiser Experiences comes up with ‘Be A King’ campaign
The narrative features leading hip hop artist Divine
Budweiser Experiences recently launched a campaign – ‘Be A King’. It is in the form of a narrative that bolsters individuals to seize their opportunity to shine and has been 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).
Directed by Gil Green, 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, 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.
Kartikeya Sharma, Vice President Marketing - South Asia, AB InBev said, “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.”
Vivian Fernandes aka Divine said, “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 said, “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 added, “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.”
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