MAM
Imara unveils new brand positioning campaign centred around ‘You are the celebration’
Mumbai: Imara, a GOAT Brand Labs company and a leading fashion label in women’s ethnic wear is thrilled to introduce its Autumn/ Winter ‘23 collection with a brand campaign designed around its new positioning “You are the celebration”. The campaign revolves around the vibrant and multifaceted nature of every woman, emphasizing the role of the Imara protagonist as the life of every celebration.
During the festive season, every occasion is of a different mood and vibe, each demanding a unique style. Adept at nailing each look to perfection, the woman of today effortlessly transitions from a traditional avatar to an ultra-glam one, with Imara enabling this transformation with its eclectic range of styles.
Imara’s brand positioning centres around the personality of its target audience, who regardless of their age or background, are all modern, dynamic women who wear their individuality on their sleeves. They are the life of every party, the glue of their families and peer groups. They love having fun and don’t care who is watching. Imara acknowledges their unique charm and their ability to turn even the simplest occasions into larger-than-life than life, filmy moments. Imara’s collection of ethnic and fusion wear, featuring trendy cuts, colours, styles and silhouettes, complements this distinctive personality and becomes a fashion partner in all their shenanigans.
GOAT Brand Labs chief brand officer Shouvik Roy said, “We are excited to unveil the ‘You are the Celebration’ campaign, which celebrates the unique individuality of every woman. Imara believes that it is ‘You’ who is the real beating heart of every occasion, and our new collection enables you to be your sparkling authentic self during this festive time and beyond. Imara is eager to be your wardrobe favourite and your partner in crime in all your celebratory dos.”
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.
