Simba Craft Beer takes UGC route, launches #AbbeChalChallenge

Simba Craft Beer has announced its new single, Simba Drop #1 ‘Abbe Chal’ earlier this month. Created by the desi hip-hop and rap duo Seedhe Maut, the new single revolves around the narrative of following one’s heart and passion. With an aim to promote the underground Indian artists and further elevate the Indie and electronic music scene in the country, Simba will be releasing singles in association with various artists.

The first single - Simba Drop #1 draws its inspiration from the brand’s core ethos of embracing one’s individuality and not following the herd. The new single is an extension of the brand’s efforts to offer something new and exciting to consumers ahead of the festive season. Staying true to its commitment to supporting and promoting homegrown talent, Simba Craft Beer partnered with Seedhe Maut to compose ‘Abbe Chal’.

Simba Craft Beer has also announced the #AbbeChalChallenge on their Instagram handle – roarwithsimba to provide a platform for consumers to explore their creative side. Through this challenge, the brand is encouraging consumers to showcase how they resonate with the newly launched drop – Abbe Chal by an unapologetic expression of their unconventional style and passion. One lucky winner will stand a chance to win a hamper curated by the brand merchandise.

Ishwaraj Singh Bhatia, Co-founder and COO, Simba Craft Beer, said, “Simba Craft Beer has always been at the forefront of creating new and meaningful experiences for its consumers and music is at the heart of our brand’s identity. We take pride in supporting and celebrating homegrown talent and our partnership with Seedhe Maut is a testament to that. Seedhe Maut strongly resonates with the brand as they are known to be unconventional, push the limits, and be bold and off-beat – everything that Simba Craft Beer stands for. I am confident Simba Drop #1 ‘Abbe Chal’ is sure to strike a chord with our consumers and we will soon roar with more. The Abbe Chal challenge is critical to the drop as it encourages our consumers to pursue and showcase their creative side. We look forward to receiving many fun and quirky entries through this challenge.”

To participate in the challenge, consumers will record themselves showcasing their talent using –

• The Abbe Chal track from Instagram music
• Post it as a reel/story tagging Simba’s official handle – @roarwithsimba
• Use the hashtag – #AbbeChal
• Follow Simba Craft Beer on Instagram
• Tag and challenge 3 friends to do the same

Lately, Simba Craft Beer has collaborated with multiple home-grown music artists, the most recent one being with Indi rapper Prabhdeep for his album – ‘" target="_blank" rel="noopener">The five elements’ of Tabia. In a first of a kind, parts of the music video were shot at the Simba Craft Beer brewery in Chhattisgarh. In its efforts to provide at-home entertainment to its consumers, Simba Craft Beer introduced its IP – Simba Uproar, virtually, following all safety protocols.