In 2023–24, Bira 91 launched its nationwide campaign, “Culture Connect – Imagined in India,” with a strong focus on cultural storytelling. Although known as a bold craft beer brand, Bira faced growing competition and tighter advertising regulations. Hence, it shifted gears from conventional branding to a storytelling-led strategy that would resonate with India’s creatively driven Gen Z and millennial audience.
The brand aimed to move beyond product marketing. Instead, it chose to collaborate with the creative community—inviting them to shape the brand’s cultural identity. Therefore, cultural storytelling became the campaign’s heartbeat, allowing Bira to participate in, rather than interrupt, creative experiences.
Bira’s popularity among millennials had begun to plateau. Moreover, Gen Z consumers demanded authenticity and purpose. At the same time, advertising restrictions on alcohol made traditional media visibility difficult.
Cultural storytelling offered a unique solution. It helped Bira maintain relevance while respecting legal limitations. More importantly, it helped the brand build emotional connections with its audience.
Through this approach, Bira positioned itself not just as a product, but as a platform for artistic expression. This shift was necessary to remain credible in a changing market.
Read More: Words Matter. So Does Knowing How to Use Them
The Culture Connect campaign was built on four foundational elements, each enhancing the cultural storytelling approach:
Hence, cultural storytelling wasn’t an afterthought. It shaped every decision in the campaign, from partnerships to production.
Rather than rely solely on press releases or influencer tie-ups, Bira created moments worth sharing. This marked a departure from traditional PR tactics.
The brand partnered with iconic events like NH7 Weekender and Magnetic Fields—not for exposure, but for shared storytelling opportunities. Each activation zone featured curated experiences: art walks, music sets, and live installations—all designed by young creators.
Moreover, the campaign rejected top-down communication. Instead, it invited collaboration. Artists, not marketers, became the storytellers. As a result, the PR impact felt organic, not manufactured.
This pivot demonstrated how cultural storytelling could lead—not just support—brand communication strategies.
From August 2023 to March 2024, the campaign unfolded across India. The execution was carefully tailored to highlight cultural storytelling at every stage:
Art Collaborations:
More than 50 artists contributed murals, sculptures, and design drops. Cities became storytelling canvases.
Festival Zones:
Bira-curated spaces featured zine libraries, indie film screenings, and art installations. These were not just promotional booths—they were narrative spaces.
Digital Amplification:
The Instagram series #ImaginedInIndia became a storytelling hub. It featured artist interviews, behind-the-scenes content, and reels that captured the creation process.
Media Coverage:
Publications such as Rolling Stone India, Campaign India, and Homegrown covered the campaign. But more importantly, they focused on the storytelling aspect—not just the brand.
Brand-Owned Touchpoints:
Taprooms displayed campaign art. The Bira website hosted downloadable content and artist bios, adding depth to the stories behind each collaboration.
Therefore, cultural storytelling was reinforced through every interaction—both digital and physical.
Bira 91 used cultural storytelling to say: We are Imagined in India, just like our creators.
The message was subtle but powerful. It positioned the brand as an enabler of creativity, rather than a product marketer. This allowed Bira to align itself with the values of its audience—innovation, diversity, and freedom of expression.
Moreover, it shifted Bira’s identity from a trendy beer to a culturally rooted brand. The emphasis wasn’t on what Bira was selling, but on what it stood for.
This storytelling-first strategy helped the brand build long-term cultural credibility.
Read More: Hug of Life: A Tactile Breakthrough in Health Communication
The results were impressive both culturally and commercially:
Audience Reach:
Over 250,000 individuals engaged with the campaign in person at events, exhibitions, and taprooms.
Digital Growth:
Bira’s Instagram following increased by 40% compared to the previous year. Most growth was driven by user-generated content and collaborative posts.
Brand Sentiment:
Surveys and sentiment analysis revealed stronger associations with terms like “creative”, “India-first”, and “authentic.” The shift was especially noticeable among urban youth.
Awards and Industry Recognition:
The campaign won accolades at SABRE South Asia Awards, PR Awards Asia, and Campaign India PR Awards.
Sales Outcomes:
Although the campaign didn’t focus on product sales directly, Bira reported double-digit growth in premium bars and retail stores in cities with campaign presence.
Therefore, this campaign delivered both narrative depth and measurable results.
Using cultural storytelling does come with potential pitfalls.
Artist Sensitivities:
There was a risk of backlash if artists felt exploited or tokenised. However, Edelman ensured transparent agreements, creative freedom, and proper credit for every collaborator.
Legal Boundaries:
Alcohol promotion in India is strictly regulated. The campaign smartly focused on design, culture, and values rather than the product itself. Therefore, it stayed within legal limits while still making a mark.
These risks were mitigated through careful planning and respect for the creators involved.
It set a new standard for how Indian brands can lead with storytelling. While many campaigns aim to “go viral,” this one aimed to build community.
Bira moved from being a beverage to becoming a platform for Indian creativity. The campaign wasn’t just seen—it was felt, shared, and lived.
As Rakesh Thukral, MD at Edelman India, observed:
“Culture Connect was about reimagining brand engagement not as communication, but as co-creation.”
Few campaigns manage to shift perception, drive sales, and build emotional connection all at once. This one did—all through cultural storytelling.
If campaigns like Bira 91’s Culture Connect inspire you, it’s time to learn how to build meaningful brand narratives of your own.
At the School of Communication & Reputation (SCoRe), our PGDM in Public Relations and Corporate Communications teaches you how to use cultural storytelling to shape perception, build loyalty, and inspire action.
Want to know how to turn stories into strategy? Start your journey today with SCoRe. Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.
