MAM
Xavi Bech de Careda joins DDB Mudra Delhi as VP
MUMBAI: DDB Mudra Delhi has appointed Xavi Bech de Careda as DDB Mudra Delhi vice president planning.
Careda will report to DDB Mudra Group Delhi President Vandana Das and DDB Mudra, Delhi and Mumbai senior VP planning Aditya Kanthy.
De Careda started his career as a food technology researcher in the R&D team of Unilever Research. He then joined BDDH and has also worked with BBH and McCann Healthcare in London. He moved to Barcelona in 1997 and worked with BBDO Tiempo, Rapp Collins and DDB Barcelona as a brand and communication strategist.
He has over 15 years of work experience de Careda has handled world-class brands such as Audi, Bayer, Fujitsu Italy, Marcilla Coffe, Natura Bisse, Panasonic and Volkswagen to name a few.
De Careda said, “After spending some months travelling in India the thought of a professional challenge here seduced me, and following DDB Mudra Group‘s call, things have moved at a fast pace. As it is with brands and business here; I am convinced that a very fruitful relationship awaits me in India.”
DDB Mudra Group group CEO and managing director Madhukar Kamath said, “Delhi is the growth market for the DDB Mudra Group. We have a large presence already. Our offerings in advertising, media, digital, CRM, experiential, shopper marketing, retail and strategic branding enable us to work with a varied client portfolio. Xavi, with his rich and diverse experience will add to the unique base of talent that we have in the DDB Mudra Group in Delhi today.”
Das said, “We are very thrilled about Xavi joining us. We are looking forward to huge amounts of learning that he would bring to the table and his contribution towards nurturing and building brands for DDB Mudra in Delhi.”
Kanthy added, “We‘re thrilled that Xavi will work with us. He‘s an experienced DDB hand, knows the culture well and has an intuitive understanding of how we work. Xavi‘s widely traveled and has a deep appreciation of the arts. He‘ll add a unique flavour to the conversations we have at the agency and with our clients. He‘s the quintessential DDB man – talented and nice! The right guy to lead our team of bright young planners in Delhi.”
In addition to having worked with agencies, de Careda also gives lectures at business and design schools in Barcelona like the ESSERP Business School, Instuito Europeo di Design and Universitat Blanquerna and has been a presenter for a bi-monthly radio show on advertising on Barcelona‘s leading radio channel ‘Catalan‘.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
