Budweiser forays into hip-hop music in India, strengthens its local music programme BUDx

Budweiser Experiences has united with Divine, the face of Indian hip-hop and the inspiration for ‘Gully Boy’, emphasising on its promise to give stage to emerging talent while redefining the local music narrative. The year-long partnership marks the brand’s foray into hip-hop in India, aiding to strengthen its local music programme BUDx.

The brand with its ‘Be A King’ narrative has always believed in the new generation that plays its own beat and knows how to seize and own the moment; Divine in many ways defines this.

Divine aka Vivian Fernandes is an underground rapper hailing from Mumbai and is known for his power and passion to rise above and fight hard to turn his rapping dreams into reality. Imbibing a ‘brewed the hard way’ personality, a quality that fittingly signifies the embedded beliefs of the brand, lends deeper quintessence to the synergy between the rapper and the beer brand. The collaboration aims to bolster endeavours aimed at supporting and growing the local music scene; with a promise of experiences that are truly representative of the brand and its core ideals.  

Commenting on the partnership with Divine, Kartikeya Sharma, VP Marketing, South Asia, AB InBev, said, “It’s surreal to watch the music scene in India accelerate at the pace at which it currently has been, with a lot of lesser known genres and their respective artists now taking the centre stage. Our partnership with Divine is reflective of a strong and similar commitment towards leading and shaping the budding music scene in India. The combined effort will surely help steer the needle towards covert yet emerging music genres, enabling them to garner the recognition they truly deserve.”

Fernandes aka Divine said, “There is a genuine sense of pride to be associated with brands that truly feel and believe what you believe, making this alliance really special. Together, we look forward to making some great music and push hip-hop through our collective journey.”