Background:

Bira 91 is a refreshingly modern beer brand, imagined in India, Bira 91

aspires to bring flavorful beers to the new world. As one of the fastest
growing beers in the world, Bira 91 has built a strong portfolio of essential
beers and aims to drive the global shift in beer towards more colour and
flavor. Established in the summer of 2015 by B9 Beverages and
headquartered in New Delhi, Bira 91 has quickly become the rage amongst
urban millennials owing to its delicious beers, bold identity and a strong
draft network. In 2017, Bira 91 leaped across to New York City to begin its
campaign in the United States. And in 2018, the brand started on its wider
expansion in the Asia Pacific market by entering Singapore.

Our Services:

As a fully integrated independent creative agency, we have multiple teams

of creative consultants who work across digital, branding and marketing in
order to craft a solution that meet their goals. Thareja has worked on
billboards, stadium signage, perimeter boards, sweepstakes, POS items,
ICC Campaigns, packaging, bottling, video productions, photo
shoots(events, models & product shots), IoT buttons for reordering and
much more. Thareja is currently the creative agency of record for B9
Beverages.

What are customer touchpoints?

Customer touchpoints are your brand’s points of customer contact, from
start to finish. For example, customers may find your business online or in
an ad, see ratings and reviews, visit your website, shop at your retail store,
or contact your customer service.

Touchpoint definition: A touchpoint is any time a potential customer or

customer comes in contact with your brand–before, during, or after they
purchase something from you.
Every business wants to improve customer satisfaction, but unless
you have your customer in mind at every touchpoint, there’s a chance
you’re dropping the ball.
Identifying your touchpoints is the first step toward creating a customer
journey map, and making sure your customers are satisfied every step of
the way.

Our Approach

Building Brand Identity & Awareness

For Bira 91 we did thorough research of other large companies and their
marketing strategy towards how they display their branding. We looked at
CPG, liquor, automotive, and electronics companies and how they
displayed ads on table tents to the perimeter during soccer and cricket
matches. We noticed one thing that was the same throughout. They kept
their messaging and branding clear and consistent. It was short and sweet.
Sounds easy, but it’s a bit more thought through. Nissan, Heineken,
Samsung etc all kept to their core branding. They displayed their logos with
large block letters. Kept extra messaging to a minimal.
Establishing Brand Presence & Engagement

The advertisers are trying to make sure their logo is visible and clear for
everyone one of the shots. Viewers are at the stadium and at home
watching. Press is taking close ups and shots from from far away. Keeping
a simple basic logo is the most advantageous. It will give the most
exposure to the brand. It will be visible and recognizable in close ups as
well as shots taken from a distance. As the camera moves closer and
father, one thing will always be visible (the logo). Keeping imagery simple
and clean. The events where we market are already littered with so much.
Priming the viewers and reinforcing the core branding is key. Sending too
many different versions of the branding to a new audience will dilute the
reinforcement possible vs using just the core imagery. Take a look below at
what we were able to do for Bira 91.
Reaching New Frontiers