Budweiser India assigns its PR mandate to GolinOpinion
Budweiser, the global beer brand from Anheuser-Busch InBev, has appointed GolinOpinion to handle its India PR mandate. GolinOpinion, is the PR division of the MullenLowe Lintas Group and is a joint venture with Golin.
The mandate for GolinOpinion is to build a strategic communication framework for Budweiser in India by establishing the brand’s core values that define it globally. GolinOpinion will also be responsible for leveraging Budweiser’s brand positioning as the leader in creating authentic experiences for their consumers; whether being through shaping music culture in the country or by simply elevating their beer experience on-site. This will be done with an integrated approach using GolinOpinion’s brand relevance process across both on and offline platforms.
Commenting on the appointment, Kartikeya Sharma, Marketing Director, AB InBev, India & South East Asia, said, “We are glad to associate with GolinOpinion as our PR partner. Their strong portfolio of brands, experience in this vertical and thorough understanding of our brand and our market requirements gave us the confidence to award them this mandate. Budweiser is recognised as the leading beer brand in the world and is known for elevating the consumer’s experience that goes beyond just the product. GolinOpinion came to us with a PR strategy that showed depth of strategic thought and creativity that was completely in sync with our goals for the brand in India.”
On winning the PR mandate, Ameer Ismail, Executive Director, GolinOpinion & dCell, MullenLowe Lintas Group, said, “Budweiser is one of the most iconic beer brands in the world and we are delighted to partner with them. The management team has a very clear vision for the brand in India and we presented them with a distinctive PR approach which will support help the brand consolidate leadership in the category.”
In India, GolinOpinion works using a g4 model, which has four integrated communities of experts that deliver the deepest insights, boldest ideas, broadest consumer engagement and real-time relevance for clients instead of the traditional PR servicing managers, who are more generalist in their approach. Additionally, The Bridge is a service offering from GolinOpinion that helps brands incorporate real time insights into their communication mix and create 24x7 meaningful engagement with their stakeholders.