Brands
Budweiser 0.0 takes T20 World Cup trophy to Lollapalooza India
MUMBAI: Budweiser 0.0 turned the ICC Men’s T20 World Cup Trophy Tour into a high-impact cultural moment by bringing cricket’s most coveted prize to Lollapalooza India 2026. Placed at the brand’s Brew District within the festival, the trophy drew thousands of fans for close-up interactions, blending the energy of live music with the passion of the sport.
Former international cricket star Jonty Rhodes anchored the on-ground experience, engaging directly with festival-goers and bridging cricket’s legacy with a younger, music-first audience.
“The World Cup Trophy represents years of passion, competition, and dreams. To see it shared with fans at Lollapalooza, especially with a younger, music-first audience, was powerful. It’s a great reminder that the spirit of cricket continues to evolve and find new stages,” said Jonty Rhodes.
AB InBev India vice president – marketing and trade marketing Vineet Sharma said the activation reflected Budweiser 0.0’s fan-first philosophy by placing the game within a natural cultural setting where communities come together.
Beyond the trophy showcase, Budweiser 0.0 powered the BUDX Stage, featuring a weekend of performances that closed with Linkin Park. The brand also rolled out BUDX Fan Passes for exclusive festival access alongside its Bud & Burgers food experience, making Budweiser central to the two-day celebration.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
