MUMBAI: Budweiser 0.0 is set to redefine India’s music culture with its latest campaign, ‘Yours to Take’, a high-energy anthem that celebrates the fearless spirit of self-expression. This is a heartfelt tribute to the fans who fuel the energy of live music experiences, placing them at the heart of the narrative.

This digital film breaks away from the traditional brand storytelling, shifting the spotlight from iconic performers to the raw, unfiltered energy of fans. It captures an immersive journey, from the intimate pre-show anticipation to the electrifying moment when individual spirits merge into a collective heartbeat, powered by a global anthem that captures the unbridled essence of Indian youth culture.

Commenting on the launch of this campaign, Vineet Sharma, Vice President Marketing & Trade Marketing, AB InBev India, said, “Live Music festival Culture has become a defining force for young India – a space where they seek premium, immersive experiences that reflect their individuality. 'Yours to Take' is an anthem for the youth, a global call to live boldly and celebrate the power of music and self-expression. With Budweiser 0.0, we're elevating the festival experience, championing the fans who make these moments memorable.”

India has emerged as a key market for Budweiser, marking a significant milestone in the brand’s global journey. With its premium offerings—Budweiser, Budweiser Magnum and Budweiser 0.0—now available across the length and breadth of the country, the brand has solidified India as its fourth-largest market worldwide. This expansion reflects the brand’s deep connection with Indian consumers and its commitment to elevating premium beer experiences in the country.

While deeply rooted in India's vibrant festival landscape, the campaign transcends borders with its universal message of freedom and connection. Beyond digital platforms, ‘Yours To Take’ will come to life through immersive activations at prominent music festivals and cultural events across India and beyond. These will feature pop-up experiences & interactive installations, creating tangible touchpoints for consumers to engage with the brand's vision.

Budweiser 0.0's 'Yours to Take' campaign is now rolling out across major metropolitan centers and festival destinations throughout India, redefining nightlife culture. Budweiser has always been leading and shaping youth culture in India- driving never before seen experiences in Music and Sports. This year, the brand is turning its focus to those who make it all possible: the fans.

From igniting music moments to fueling stadium energy, fans bring Budweiser 0.0’s platforms to life, and in 2025, they take centre stage like never before. Kicking off the summer with a music campaign that captures the energy, passion, and voice of today’s fans, the brand is set to roll out a series of bold cultural experiences.

Budweiser 0.0 continues to champion the spirit of youth filled with freedom and self-expression, 'Yours to Take' stands as a testament to the brand's commitment to creating meaningful connections beyond traditional marketing. By putting fans at the epicenter of cultural experiences, Budweiser is not just selling a beverage, but curating moments that resonate deeply with India's dynamic and passionate young population.