Synonymous with culture, BACARDÍ has always worked towards providing experiences that matter to its consumers. Its aim has always been to contribute towards making every moment an unforgettable experience. Focusing on the same, the brand has launched its first-ever localized campaign for young Indian audiences-‘#ItsAMood’.
Understanding how Indian consumers are evolving and seeking engaging experiences that are relatable and inspiring, BACARDÍ continues to remain agile through product innovations like BACARDÍ MIX’R for the youth.
With India as one the top five markets for BACARDÍ globally, the brand aims to strengthen its position with a brand film that encapsulates the various feelings that today’s generation goes through, and celebrate how they socialize and establish connections.
Set to the tunes of latin-classic‘Magalenha’ blended with Bansuri undertones to create a fun anthem, the video features youngsters vibing unitedly by a shared love for travel, music, food, dance – and everything aesthetic.
The campaign captures the essence of ‘If it moves you, it’s a mood’, resonating with the audience on a deep emotional level.
BACARDÍ has adopted a holistic 360-degree fully integrated approach to launch this campaign across Digital, Social, Cinema, TV and Experentials.
Sharing the vision behind the campaign, Ciaran Bonass, ECD at Virtue Worldwide said, “At VIRTUE (the agency by vice) we have always championed diversity and self-expression. We also recognize the next generation’s idea of having fun is changing. It’s a Mood perfectly celebrates the everyday moods worth celebrating and promotes the joys and different ways of being our true self. Judgment free. At the heart of the campaign is an invitation to let go and be yourself. A powerful message for India’s youth of today in feeling the power of individualism.”
Commenting on the launch of #ItsAMood, Sameeksha Uniyal, Brand Lead, Brand BACARDÍ, India & SEA said, “At BACARDÍ, our consumers are at the heart and soul of everything we do. Encouraging consumers to do what moves them, we are extremely excited to launch our first-ever campaign #ItsAMood, produced in India, for India. Over the past two decades global insights and platforms have guided our efforts and have helped lay a strong foundation for our journey in India. But as our consumers evolve, we have shifted our strategy towards a more localized approach, with an aim to unlock a new world of BACARDÍ MIX’R in a relatable way. Built on the insight that today’s generation is celebrating uniquely and owning each moment be it big or small, the campaign leaves consumers with a message that be it emotionally, physically or mentally- ‘If it moves you, ItsAMood’. As we launch #ItsAMood across platforms and channels and amplify it with our existing IPs such as BACARDÍ NH7 Weekender and CASA BACARDÍ as well as new experientials, we hope to evolve this campaign idea for the brand into a space that celebrates creativity, community, and culture with something for everyone.”
Agency – Virtue Worldwide
Director – Aakash Bhatia
Production House – Loudmouth Films
Music – Magalenha by Sérgio Mendes feat. Simon Fava and Gregor Salto