MUMBAI: Budweiser's new summer campaign - ‘Brewed The Hard Way’ (BTHW) attempts to reach out to young adults who live life on their own terms, pursue their passion with conviction and walk through the world with a confidence that only comes from knowing who you truly are. The campaign that began with the launch of Budweiser’s global videos aims to bring to life key brand values like freedom, ambition and authenticity.

Brewed since 1876, Budweiser aims to connect its brewing story with those of passionate people around the world who share the same appreciation for their craft. The campaign pays tribute to success stories of personalities like ace fashion designer, Masaba Gupta, Indian football star, Robin Singh and India’s leading EDM artist Sahej Bakshi a.k.a Dualist Inquiry.

Budweiser’s commitment to celebrate artists who are “BTHW” is further demonstrated through one of the world’s biggest electronic music festivals Tomorrowland Unite, scheduled to take place in Hyderabad on 23 July. With an interesting line up of Indian DJ’s and live streaming from Belgium, this event will bring in the best of both worlds. Budweiser is also awarding some consumers who are truly “BTHW” with a chance to witness this event live in Belgium where the world’s best DJ’s perform.

Saluting upcoming talent who are “BTHW” and giving them a platform to showcase their talent to a larger audience, Budweiser offers an invaluable opportunity via its office outreach program called ‘Budweiser Unknown’. This program would be executed across multiple offices in Delhi+ NCR, Mumbai, Bengaluru and Hyderabad. The “BTHW” campaign will further see extensive on-ground promotion in key outlets and heavy promotion on digital platforms.

Further, the brand had also recently brought, the world renowned property – Don’t Let Daddy Know (DLDK) to India for the very first time, enthralling over 5000 music lovers in Mumbai on May 27th.