The Bacardi model is thought for its flagship music occasions. Simply final 12 months, the model launched the Casa Bacardi idea in Mumbai and Bangalore. It was an immersive platform that introduced artists below one roof and united cultures. This experiential advertising and marketing enterprise was effectively acquired by shoppers.
The opposite main occasion is the NH7 Weekender pageant, which takes place yearly in Pune. It’s secure to say that Bacardi lives and breathes music. This helps in producing a higher model presence with the music fraternity. The model fosters a robust bond with musicians like Ritviz and collaborates with upcoming content material co-creators throughout genres to successfully talk the model message of ‘Do What Strikes You.’
Bacardi has been producing music movies for Ritviz below the BACARDÍ Classes banner, proper from when he had a number of hundred followers, till immediately when he has greater than 100 thousand. This journey with the model started in 2017 when Ritviz Srivastava shot to EDM fame along with his hit monitor “Udd Gaye”, found by the BACARDÍ Home Celebration Classes marketing campaign.
Since then, he has launched his 1st album Ved and produced hits like “Jeet”, “Barso”, “Sage” and “Liggi’” All of the music movies of those tracks, produced below the Bacardi Classes banner, have crossed one million views inside their first week.
This goes to indicate that by selecting the best content material creators and build up a technique to develop them as model custodians/ambassadors, the model can obtain impactful returns and client presence.
Bacardi doesn’t see the problem of not attending to promote on TV about their liquor portfolio however makes use of music occasions, digital advertising and marketing, and influencer advertising and marketing to the perfect of their capacity.
However how does BACARDÍ decide the appropriate set of music influencers for the model’s IP occasions? Anshuman Goenka, Head of Advertising Bacardi India remarked, “At BACARDÍ, we’ve at all times embedded ourselves in rising tradition areas. We, subsequently, imagine in working with artists who will not be solely a part of this narrative, but additionally stand out from the gang and push the boundaries of the genres they drive. This enthusiasm to attach with spontaneous, expressive and inventive people is identical ideology that laid the inspiration of our international marketing campaign ‘Do What Strikes You’.”
In India, the model has collaborated with artists like Ritviz or SickFlip to attach with people who aren’t afraid to experiment with their sound. Goenka defined, “That is amplified by means of our content-curator mannequin that encourages distinctive content material with out interference from the model, an ideology that draws artists with related synergies. BACARDÍ Home Celebration Classes operated on this very precept the place we found Ritviz and different artists like Ape Echoes and Gurbax.
“Casa Bacardi, the Caribbean-themed immersive expertise, was one other nice instance the place that they had Soca and Dancehall artists like DJ Leandro, MS Sheriff, Sindhi Curry carry out. These had been all unconventional artists with distinct, distinctive sounds that make them stand out of their genres. This zeal to push the envelope is what actually will get us shifting.”
Goenka listed the important thing elements in deciding on the appropriate influencers within the music house that resonate with the model’s worth: “Constructing fairness takes years of each constant curiosity and funding. We perceive that seeing actual enterprise impression would require a long-term evaluation of our efforts. Therefore, after we assess the advantages from our campaigns, we have a look at model upliftment scores and different fairness parameters utilizing measurement instruments.”
Goenka added, “We’ve backed a few of the most relatable and viral content material over time, and has constantly labored with artists, are proud to say that over 80 per cent of Bacardi NH7 Weekender attendees have a robust model recall and resonate with the truth that Bacardi stands for excellent music experiences. Going past numbers, the truth that artists benchmark their success after having carried out at BNH7 Weekender is a testomony to the type of lasting legacy and impression we’ve created in India’s music scene.”
Bacardi started its journey in India started again in 1998. A decade later, they’ve progressed to revolutionising the pageant tradition in India with the nation’s first multi-stage, multi-genre music pageant – Bacardi NH7 Weekender. Goenka mentioned, “Clocking the 10th- 12 months milestone in 2019, we take immense satisfaction in having constructed not solely one of the anticipated festivals within the Indian calendar, however one of many firsts to supply a mass platform for indie artists within the nation. This pageant helped us perceive the gaps that these proficient artists face resulting in BACARDÍ Home Celebration Classes, an avenue for impartial artists to create, develop and promote their music with the advantage of each useful resource doable. By this platform, we labored with and made a number of new mates inside the indie scene, a lot of whom had been additionally a part of CASA BACARDÍ, and who introduced alive ‘Do What Strikes You’ by celebrating area of interest genres like Dancehall and Soca.”
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