“PR campaigns continue to remain a huge challenge in the alcobev industry”

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital, especially in the pandemic period. At the same time the industry has been facing stiff challenges, moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.

In conversation with Adgully, Bratin Roy, Associate Director & Head - Reputation & Communications, AB InBev India, speaks about the challenges that PR faces in the alcobev industry, key PR trends in the last decade, role of CSR in building a positive image for the corporate, and more.

You have been exposed to both the client and the agency side on the PR front. How has PR evolved and what are trends that you have noticed in the last 10 years?

I have been fortunate to get the opportunity to work on great brands across agency and client side during my professional journey in the public relations and corporate communications industry. Public Relations has drastically evolved in the last decade and more so, in the recent years as an important business function in any organizational structure. Public Relations is no more about traditional press office management, but more about strategic counsel, community building and driving positive change linked to overall business strategy. PR is an integral part of the marketing mix today that helps shape brand perception, build reputation, and establish brand loyalty through effective storytelling.

The key trends in the last decade would revolve around Digital PR, Integrated Communications and Purpose-based messaging.

Digital PR: This has been central to any effective communications campaign, if you are not on digital you haven’t been seen or heard. With the advent of so many new age platforms, new forms of content and mediums that are constantly evolving, we must continue to devise an effective media mix to keep digitally native audience constantly engaged.

Integrated Communications: We must always think integrated and beyond traditional media routes. We had to add new capabilities, understand business data coupled with relevant consumer insights and brand objectives along with using the right communication mediums and platforms to deliver an effective communications campaign.

Purpose-based messaging: With all businesses operating in a complex environment, external and internal messaging needs to be aligned with the company’s purpose that is delivered creatively through authentic storytelling framework linked to the overall business strategy.

Currently, you are overseeing the PR for a consumer facing liquor brand in a category where PR is a huge challenge. What are the challenges that you have faced and how have you overcome them to push your brands in the media?

PR campaigns continue to remain a huge challenge in the alcobev industry as we do face a lot of challenges with some media outlets not covering the alcobev industry. We continue to drive PR through meaningful community initiatives, product innovations and curating brand experiences for consumers that help us drive positive communication outreach.

How have you leveraged digital for your set of brands? Does influencer marketing play a vital role in the liquor category to engage with your audience?

Digital PR across owned, paid and earned media is key to our integrated communication campaigns. Influencer marketing is an important part of our marketing communications mix as they help drive brand awareness, increase potential brand reach and build brand love. Consumers expect brands to have a point of view and being authentic is key to such conversations to help build credibility and reinforce our brand message through influencer marketing. We work with a lot of influencers who help us convert people from not just being brand advocates but also brand loyalists.

Liquor marketing in India is done with heavy push at dealer points with aggressive promotions. What has been the role of PR for your set of brands and how has PR helped to create awareness?

PR has played an important role for our brands that helps dial up awareness and shape brand perception. Budweiser, being the lead brand within the AB InBev India portfolio, continues to build brand love from consumers through effective communications. PR continues to be an important pillar within every brand communication campaign for us in the country.

AB InBev is a reputed global brand. Do you follow some best practices from your global PR team? What are some of the learnings that you use in the Indian market?

We do take inspiration with pride on some best practices from our global PR team across relevant campaigns. While we do execute our global brand campaigns here in India, but they always have a local leg to make this more relevant for our consumers and that has always been our learning. Budweiser, being the official of the FIFA World Cup, recently dropped prizes across select destinations offering fans a once-in-a-lifetime chance to experience the FIFA World Cup in person by dropping hundreds of red prize boxes in major cities by Partnering with Messi, Neymar Jr. and Sterling. The red prize boxes include exclusive merchandise, Messi signed memorabilia, access to BudX events, official football for the world cup, limited edition Budweiser headphones, and the grand prize of an all-expenses paid trip to the tournament celebrating the 100-day countdown to the biggest sporting event.

While this is our global campaign, we did have an important India specific leg to it as well where we put up a giant size QR code at Andheri Sports Complex in Mumbai, hosted the game’s biggest fans at anti-social, Mumbai on August 13. Fans who signed up by scanning the QR code received coordinates to the location for a one-of-a-kind experience with the promise of special red prize boxes for 100 lucky football supporters where consumers lined up to pick up their red boxes post registrations and chance to win the ticket to the World Cup.

Today, CSR is spoken about by most corporates at the CEO level. What are your views on CSR and its role in building a positive image for the corporate? Is your company aligned with any major CSR activity?

We at AB InBev India, remain committed to create a notable impact through our meaningful CSR and Sustainability initiatives across the communities where we live and work. We continue to drive social impact campaigns around Responsible Consumption like ‘The Art of Drinking’ campaign earlier this month where we shared easy, actionable tips consumers can practice ensuring every experience with beer is a positive one by working with top multi-disciplinary visual artists, Santanu Hazarika and Zake by hosting an on-ground spray-painting event in Mumbai, created a masterpiece while championing The Art of Drinking.

We also have an ongoing CSR program on women empowerment in Sangareddy, Telangana. This program is towards the economic empowerment of women through promotion of market oriented, complementary livelihood options for the community where we live and work. We also conducted free health camps in partnership with Haryana State Rural Livelihood Mission (HSRLM) and National Skill Foundation of India for over 2,500 people within the community across 20+ villages in Sonipat, Haryana. These health camps ensured that residents across 20+ villages receive access to free COVID-19 vaccinations, medical diagnosis, consultation, medicines, blood and other medical diagnostics services to name a few.

Over the last year, we have focused our Covid-19 relief efforts in areas where we have the greatest impact-supporting our people, providing essential aid to communities, collaborating with public health experts, governments, partners and, connecting with our consumers in meaningful ways. We equipped state governments with over 300 oxygen concentrators, 8,000 essential aid kits, 500,000 masks, 5,000 test kits across 50+ villages and a Covid hospital bed set up in Bengaluru, Karnataka. We also worked closely with local authorities in 5 states to provide 8,000 essential ration and hygiene kits across our brewery location. We also successfully implemented various sustainability initiatives across our breweries to support communities under our larger sustainability goals, especially around Smart Agriculture and Water Stewardship.