TAG Premium Beer launches a new campaign on International Beer Day

TAG Premium Beer is a masterpiece from the distinguished House of Khemani. With a rich and inviting malty character harmoniously balanced by a delightful interplay of fruit and hop bitterness, each sip takes one on a journey of unparalleled flavour.

That journey has led to launching of a one-of-its-kind campaign on International Beer Day. Crafted by popkorn, the creative agency of the V360 Group, the bold yet friendly campaign extends a hand of friendship to the industry’s stalwarts. The campaign premise is simple yet exceptional. Across its social media channels, Daman-based TAG has posted a series of creatives, essentially saying hello to select legacy brands that dominate the beer market.

The idea behind the approach is to make a memorable move in the category, establish connections, and show genuine appreciation to the brands that have paved the way in the industry. In a clever, never-seen-before manner, TAG has marked its presence while acknowledging its stance as a newcomer in a fiercely competitive space.

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In a bid to build meaningful connections, the brand will follow up its social media greetings with a tangible gesture of friendship by sending cases of TAG Beer to the offices of the brands that have inspired them. In doing so, TAG hopes to build a community within India’s beer culture.

Amit Ghatak, Chief Marketing Officer, Khemani Group “I am thrilled to unveil our latest social media campaign for TAG Beer. Crafted in collaboration with popkorn, the social media agency of the brand. This campaign embodies a bold and yet approachable narrative, reaching out with a friendly gesture to the titans of our industry. The campaign's brilliance lies in its simplicity, a concept that resonates exceptionally. Through an engaging series of visuals on our social media platforms, TAG, extends a warm greeting to select legacy brands that have long graced the beer market. This campaign not only celebrates camaraderie but also signifies TAG Beer's confident strides into the realm of time-honored excellence”

Vishal Mehra, Chief Executive Officer – popkorn, said, “TAG is a fresh new brand, but their passion for this business and brewing is unparalleled. I have seen that first hand. The genesis of the idea came by chance during our conversations with the TAG team, and the way we are treating this is not a campaign, but rather a greeting from TAG, to all these well entrenched and loved brands. Our ideation hinged on friendship and camaraderie instead of the brash and overconfident tone that several new entrants tend to take. TAG is here to stay, and so, saying hello was simply the right way to introduce ourselves”.

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TAG Beer and popkorn have unlocked this perspective by looking to create friendships, and the shared passion for beer. The campaign is live now and generating incremental buzz across Instagram and Facebook.