A campaign rooted in culture and craft

For Budweiser’s brand campaign, we needed a thought that resonated with Indian millennials and reflected the essence of their beer

The tagline we created was “Kings are made overnight over nights.” It struck a chord with the influencer generation, where success often appears instant - whether it’s a gaming creator in Nagpur or a baker in Delhi. But behind those 15 seconds of fame lies countless nights of effort, dedication, and hustle.

The line also perfectly aligned with Budweiser’s product story. Just like these creators, Budweiser’s smoothness comes from the time and care it takes to brew - longer than any other beer.

What began as a campaign rooted in Indian youth culture quickly transcended borders. The tagline’s universal appeal led to its adaptation for Budweiser’s U.S. campaigns and inspired global iterations since its launch in late 2020, including collaborations with icons like Halsey and Messi.