Men’s T20 World Cup

Budweiser India × ICC

The Challenge

Budweiser was entering cricket in India for the first time – a huge moment for the brand and an even bigger one in the world’s most passionate cricket market. Ahead of the Men’s T20 World Cup in India and Sri Lanka, Budweiser needed to launch its global ICC partnership in a way that felt earned, culturally credible and deeply respectful of the game. Our job was to help Budweiser translate its global sporting heritage into cricket – without feeling like an outsider trying to buy its way in.

THE INSIGHT

Cricket doesn’t belong to brands. It belongs to fans.

The emotion, energy and rituals that define the game live far beyond the stadium – in pubs, living rooms and on street corners across India. For Budweiser to truly enter cricket culture, it had to recognise a simple truth: the game is, and always will be, in the hands of the fans.

The response

We created In the Hands of Fans – Budweiser’s first ever cricket campaign in India.

The idea put fans, not the brand, at the centre of Budweiser’s debut moment in the game. Working with Budweiser India and DDB Mudra, we celebrated the shared rituals, emotion and togetherness that define cricket fandom – wherever and however the game is watched.

By grounding Budweiser’s global sporting credibility in real fan culture, the campaign introduced the brand to cricket in a way that felt authentic, local and fan-first – marking a meaningful new chapter for Budweiser in India’s most loved sport.

The results

Budweiser’s first-ever association with cricket in India
Successful launch of Budweiser’s global ICC partnership ahead of the Men’s T20 World Cup
A culturally grounded, fan-first platform for Budweiser’s long-term presence in cricket
Positioned Budweiser as a credible new player in Indian cricket culture, not just a sponsor