MAM
Beck’s Ice launches first India campaign with BBH
MUMBAI: Anheuser-Busch InBev (AB InBev) – the leading global brewer has appointed BBH as the creative agency for its new brand Beck’s Ice. An integrated mandate, BBH will also be responsible for social media marketing.
Part of AB InBev family, Beck’s is renowned for its uncompromising quality by consumers in over 85 countries. With 100 per cent pure malt liquid that delivers a refreshing taste, Beck’s Ice is inspired by its German heritage from 1873 that is sure to appeal to unisex consumers.
The brand also launched its maiden campaign in the country this month. The campaign, conceptualised and executed by BBH, derives from the cultural insight that Indian millennials are constantly on the lookout for new experiences to escape the monotony and pressures of urban life. Beck’s Ice with its uncompromising quality offers just this – a world of pure & unmitigated fun that one can enjoy with friends.
AB InBev marketing director for India Kartikeya Sharma says, “We are glad to appoint BBH as our creative agency for Beck’s Ice in India. BBH had a thorough understanding of our market requirements giving us the confidence to award them the mandate. BBH partnered us in finding a unique positioning for the brand, which is much differentiated in its category and resonates with young millennials, our key TA. We are getting a good early response and we hope the momentum will carry forward with all creative assets going live.”
BBH chief creative officer and managing partner Russell Barrett adds, “Working on Beck’s Ice has been an exciting journey. From the way we were briefed (at a golf course) to the very first presentation, the entire process has been wildly exciting. The creative team, led by Sapna and Yohan, along with Akash Bhatia, the director, have created a beautiful film that makes you feel the tension of everyday life and the release that a break in the mountains brings. The film exhorts you to escape the everyday, to the purity, of the mountains where time and stresses are put in their place. You can’t help but agree with that message.”
Brands
Beep App launches Gen-Z career platform, clocks 30,000 plus placements
Pune startup turns scrolling into career action with learn-explore-earn model
PUNE: Beep App has rolled out its newly positioned career-focused app aimed at Gen-Z users, as it looks to bridge what it calls a growing gap between exposure and employability among young Indians.
Formerly known as EventBeep, the platform is built around a simple but timely idea: turning everyday scrolling into meaningful career action. The app targets students and early professionals, offering a unified space to explore career options, learn relevant skills and access internships and job opportunities.
At a time when short-form content dominates screen time, Beep is attempting to flip the script by embedding structured, career-oriented insights within a familiar scroll-based interface. The idea is not to disrupt user behaviour, but to redirect it.
The platform spans a wide range of fields, including artificial intelligence, product management, design and data analytics. It provides users with insights into role expectations, required skills and step-by-step career pathways, supported by inputs from industry practitioners.
At the heart of the offering is a “learn, explore, earn” model that integrates discovery, skill-building and hiring into one ecosystem. The company says this closed-loop approach is already gaining traction, with over 30,000 placements facilitated so far.
“Gen-Z does not lack ambition; what they often lack is structured direction,” said Beep App founder and CEO Saurabh Mangrulkar. “The Beep App is designed to organise that exposure into actionable pathways so users can move from intent to execution with greater confidence.”
The launch comes amid a broader shift in India’s job market towards skills-first hiring, where practical experience and demonstrable capabilities are increasingly valued alongside academic qualifications.
Founded in 2021, Beep App has grown steadily within the student ecosystem, connecting over 6.5 million users with opportunities across more than 1,500 colleges and 7,800 hiring companies.
Looking ahead, the company plans to deepen its content across emerging sectors, expand its hiring network and build more personalised career pathways tailored to user behaviour.
As Gen-Z continues to navigate a complex and fast-evolving job market, platforms that can turn curiosity into clarity may well shape the next wave of career discovery.
