MAM
Ignite Mudra wins creative duties of Cyberoam
MUMBAI: Ignite Mudra has won the creative duties of Elitecore‘s unified threat management brand, Cyberoam.
The account size is estimated to be Rs 80-100 million.
There was a formal pitch process wherein a clutch of agencies were invited to present a strategic direction for this new brand.
Ignite Mudra head Sudarshan Banerjee said, “We are delighted to be associated with Elitecore, which is an established brand for IT products and software solutions in Network Security, Telecommunications and Access Gateway. We are excited about our association with a new age product launch like this. This is largely an uncharted territory where the rules of the game are not defined.”
Cyberoam senior VP–product management Abhilash Sonwane, pointed to the robust strategic direction that the agency brought on the table as the main reason for handing over the assignment.
Sonwane added, “Given Ignite Mudra‘s impressive credentials, we were keen to see how the agency would approach a brand launch like ours. The team demonstrated a very thorough understanding of the challenges and the approach to overcome them. This is very crucial for us as we have largely operated in the B2B segment so far.”
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.
