{"id":7583,"date":"2025-06-30T09:58:11","date_gmt":"2025-06-30T09:58:11","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=7583"},"modified":"2025-06-30T09:58:13","modified_gmt":"2025-06-30T09:58:13","slug":"cultural-storytelling-bira91-culture-connect","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/","title":{"rendered":"Cultural Storytelling with Bira 91: Redefining Brand Identity Through Culture Connect"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#How_Bira_91_Turned_Creative_Collaboration_into_Cultural_Storytelling\" >How Bira 91 Turned Creative Collaboration into Cultural Storytelling<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#What_inspired_Bira_91_to_embrace_cultural_storytelling\" >What inspired Bira 91 to embrace cultural storytelling?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#Why_did_the_brand_need_a_storytelling-driven_strategy\" >Why did the brand need a storytelling-driven strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#How_was_cultural_storytelling_embedded_into_the_campaign\" >How was cultural storytelling embedded into the campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#In_what_ways_did_Bira_redefine_traditional_PR_through_cultural_storytelling\" >In what ways did Bira redefine traditional PR through cultural storytelling?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#How_did_the_execution_support_cultural_storytelling_goals\" >How did the execution support cultural storytelling goals?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#What_brand_message_was_delivered_using_this_approach\" >What brand message was delivered using this approach?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#What_was_the_impact_of_this_campaign_on_audience_perception\" >What was the impact of this campaign on audience perception?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#What_were_the_key_risks_associated_with_this_campaign_model\" >What were the key risks associated with this campaign model?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#What_makes_this_campaign_a_benchmark_in_cultural_storytelling\" >What makes this campaign a benchmark in cultural storytelling?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/#Curious_to_build_a_career_using_cultural_storytelling\" >Curious to build a career using cultural storytelling?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What inspired Bira 91 to embrace cultural storytelling?<\/li>\n\n\n\n<li>Why did the brand need a storytelling-driven strategy?<\/li>\n\n\n\n<li>How was cultural storytelling embedded into the campaign?<\/li>\n\n\n\n<li>In what ways did Bira redefine traditional PR through cultural storytelling?<\/li>\n\n\n\n<li>How did the execution support cultural storytelling goals?<\/li>\n\n\n\n<li>What brand message was delivered using this approach?<\/li>\n\n\n\n<li>What was the impact of this campaign on audience perception?<\/li>\n\n\n\n<li>What were the key risks associated with this campaign model?<\/li>\n\n\n\n<li>What makes this campaign a benchmark in cultural storytelling?<\/li>\n\n\n\n<li>Curious to build a career using cultural storytelling?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Bira_91_Turned_Creative_Collaboration_into_Cultural_Storytelling\"><\/span>How Bira 91 Turned Creative Collaboration into Cultural Storytelling<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_inspired_Bira_91_to_embrace_cultural_storytelling\"><\/span>What inspired Bira 91 to embrace cultural storytelling?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In 2023\u201324, Bira 91 launched its nationwide campaign, \u201cCulture Connect \u2013 Imagined in India,\u201d 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\u2019s creatively driven Gen Z and millennial audience.<\/p>\n\n\n\n<p>The brand aimed to move beyond product marketing. Instead, it chose to collaborate with the creative community\u2014inviting them to shape the brand\u2019s cultural identity. Therefore, cultural storytelling became the campaign\u2019s heartbeat, allowing Bira to participate in, rather than interrupt, creative experiences.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_did_the_brand_need_a_storytelling-driven_strategy\"><\/span>Why did the brand need a storytelling-driven strategy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bira\u2019s 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/reputationtoday.in\/words-matter-so-does-knowing-how-to-use-them\/\">Words Matter. So Does Knowing How to Use Them<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_was_cultural_storytelling_embedded_into_the_campaign\"><\/span>How was cultural storytelling embedded into the campaign?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Culture Connect campaign was built on four foundational elements, each enhancing the cultural storytelling approach:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Hyperlocal Impact:<\/strong><br>Local artists from cities like Bengaluru, Delhi, Pune, and Shillong created original art, reflecting regional aesthetics and voices. This added specificity and authenticity to the narrative.<\/li>\n\n\n\n<li><strong>Creator-Led Storytelling:<\/strong><br>Instead of commissioning branded content, Bira allowed artists to express their interpretation of \u201cImagined in India.\u201d From graffiti to zines, each output became a personal yet brand-aligned story.<\/li>\n\n\n\n<li><strong>Design-Driven Visuals:<\/strong><br>Young illustrators and indie designers crafted every visual touchpoint\u2014from can designs to pop-up merchandise\u2014reinforcing cultural storytelling through design.<\/li>\n\n\n\n<li><strong>Blended Channels:<\/strong><br>The campaign lived both offline (festivals, street art, taproom installations) and online (Instagram series, BTS content). This multi-platform approach ensured that the stories reached the right audience wherever they were.<\/li>\n<\/ol>\n\n\n\n<p>Hence, cultural storytelling wasn\u2019t an afterthought. It shaped every decision in the campaign, from partnerships to production.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_what_ways_did_Bira_redefine_traditional_PR_through_cultural_storytelling\"><\/span>In what ways did Bira redefine traditional PR through cultural storytelling?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Rather than rely solely on press releases or influencer tie-ups, Bira created moments worth sharing. This marked a departure from traditional PR tactics.<\/p>\n\n\n\n<p>The brand partnered with iconic events like NH7 Weekender and Magnetic Fields\u2014not for exposure, but for shared storytelling opportunities. Each activation zone featured curated experiences: art walks, music sets, and live installations\u2014all designed by young creators.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>This pivot demonstrated how cultural storytelling could lead\u2014not just support\u2014brand communication strategies.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_the_execution_support_cultural_storytelling_goals\"><\/span>How did the execution support cultural storytelling goals?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>From August 2023 to March 2024, the campaign unfolded across India. The execution was carefully tailored to highlight cultural storytelling at every stage:<\/p>\n\n\n\n<p><strong>Art Collaborations:<\/strong><br>More than 50 artists contributed murals, sculptures, and design drops. Cities became storytelling canvases.<\/p>\n\n\n\n<p><strong>Festival Zones:<\/strong><br>Bira-curated spaces featured zine libraries, indie film screenings, and art installations. These were not just promotional booths\u2014they were narrative spaces.<\/p>\n\n\n\n<p><strong>Digital Amplification:<\/strong><br>The Instagram series #ImaginedInIndia became a storytelling hub. It featured artist interviews, behind-the-scenes content, and reels that captured the creation process.<\/p>\n\n\n\n<p><strong>Media Coverage:<\/strong><br>Publications such as Rolling Stone India, Campaign India, and Homegrown covered the campaign. But more importantly, they focused on the storytelling aspect\u2014not just the brand.<\/p>\n\n\n\n<p><strong>Brand-Owned Touchpoints:<\/strong><br>Taprooms displayed campaign art. The Bira website hosted downloadable content and artist bios, adding depth to the stories behind each collaboration.<\/p>\n\n\n\n<p>Therefore, cultural storytelling was reinforced through every interaction\u2014both digital and physical.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_brand_message_was_delivered_using_this_approach\"><\/span>What brand message was delivered using this approach?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bira 91 used cultural storytelling to say: <em>We are Imagined in India, just like our creators.<\/em><\/p>\n\n\n\n<p>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\u2014innovation, diversity, and freedom of expression.<\/p>\n\n\n\n<p>Moreover, it shifted Bira\u2019s identity from a trendy beer to a culturally rooted brand. The emphasis wasn\u2019t on what Bira was selling, but on what it stood for.<\/p>\n\n\n\n<p>This storytelling-first strategy helped the brand build long-term cultural credibility.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/scoreindia.org\/blog\/hug-of-life-health-communication-campaign\/\">Hug of Life: A Tactile Breakthrough in Health Communication<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_impact_of_this_campaign_on_audience_perception\"><\/span>What was the impact of this campaign on audience perception?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The results were impressive both culturally and commercially:<\/p>\n\n\n\n<p><strong>Audience Reach:<\/strong><br>Over 250,000 individuals engaged with the campaign in person at events, exhibitions, and taprooms.<\/p>\n\n\n\n<p><strong>Digital Growth:<\/strong><br>Bira\u2019s Instagram following increased by 40% compared to the previous year. Most growth was driven by user-generated content and collaborative posts.<\/p>\n\n\n\n<p><strong>Brand Sentiment:<\/strong><br>Surveys and sentiment analysis revealed stronger associations with terms like \u201ccreative\u201d, \u201cIndia-first\u201d, and \u201cauthentic.\u201d The shift was especially noticeable among urban youth.<\/p>\n\n\n\n<p><strong>Awards and Industry Recognition:<\/strong><br>The campaign won accolades at SABRE South Asia Awards, PR Awards Asia, and Campaign India PR Awards.<\/p>\n\n\n\n<p><strong>Sales Outcomes:<\/strong><br>Although the campaign didn\u2019t focus on product sales directly, Bira reported double-digit growth in premium bars and retail stores in cities with campaign presence.<\/p>\n\n\n\n<p>Therefore, this campaign delivered both narrative depth and measurable results.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_were_the_key_risks_associated_with_this_campaign_model\"><\/span>What were the key risks associated with this campaign model?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Using cultural storytelling does come with potential pitfalls.<\/p>\n\n\n\n<p><strong>Artist Sensitivities:<\/strong><br>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.<\/p>\n\n\n\n<p><strong>Legal Boundaries:<\/strong><br>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.<\/p>\n\n\n\n<p>These risks were mitigated through careful planning and respect for the creators involved.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_makes_this_campaign_a_benchmark_in_cultural_storytelling\"><\/span>What makes this campaign a benchmark in cultural storytelling?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It set a new standard for how Indian brands can lead with storytelling. While many campaigns aim to \u201cgo viral,\u201d this one aimed to build community.<\/p>\n\n\n\n<p>Bira moved from being a beverage to becoming a platform for Indian creativity. The campaign wasn\u2019t just seen\u2014it was felt, shared, and lived.<\/p>\n\n\n\n<p>As Rakesh Thukral, MD at Edelman India, observed:<br>\u201cCulture Connect was about reimagining brand engagement not as communication, but as co-creation.\u201d<\/p>\n\n\n\n<p>Few campaigns manage to shift perception, drive sales, and build emotional connection all at once. This one did\u2014all through cultural storytelling.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Curious_to_build_a_career_using_cultural_storytelling\"><\/span>Curious to build a career using cultural storytelling?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If campaigns like Bira 91\u2019s Culture Connect inspire you, it\u2019s time to learn how to build meaningful brand narratives of your own.<\/p>\n\n\n\n<p>At the School of Communication &amp; 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.<\/p>\n\n\n\n<p>Want to know how to turn stories into strategy? Start your journey today with SCoRe. Visit us today\u00a0<a href=\"https:\/\/www.scoreindia.org\/\">https:\/\/www.scoreindia.org\/<\/a>\u00a0or give a call at +91 98115 72673 to know about the course in Public Relations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":7584,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cultural Storytelling with Bira 91: Redefining Brand Identity Throu...<\/title>\n<meta name=\"description\" content=\"Explore how Bira 91&#039;s &quot;Culture Connect&quot; campaign used cultural storytelling to transform the brand into a youth-led creative platform.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scoreindia.org\/blog\/cultural-storytelling-bira91-culture-connect\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cultural Storytelling with Bira 91: Redefining Brand Identity Throu...\" \/>\n<meta property=\"og:description\" content=\"Explore how Bira 91&#039;s &quot;Culture Connect&quot; 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