Budweiser 0.0 has kicked off its FIFA World Cup celebrations in India with the rollout of its global ‘Let It Pour’ campaign, commemorating 40 years of partnership with FIFA.
As part of the campaign, the brand unveiled an interactive Lionel Messi mural in Mumbai on June 11, creating an immersive experience designed to bring football fans closer to the excitement of the tournament. The activation transformed fan cheers into a live celebration, allowing audiences to interact with the installation through their collective energy and enthusiasm.
The launch event was attended by Indian football legend Bhaichung Bhutia, alongside actors Ahan Shetty and Ibrahim Ali Khan, who joined fans in celebrating the start of the FIFA World Cup. Guests also experienced a specially curated FIFA x Budweiser 0.0 showcase featuring memorabilia, storytelling and key moments from the brand's four-decade association with the tournament.
Watch the campaign video:
Speaking on the milestone, Vineet Sharma, Vice President – Marketing, AB InBev India, said: “For us, the FIFA World Cup is far more than a marketing moment - it’s where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we’re building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming more expressive and culturally connected, we’re excited to bring that energy to life through experiences like our interactive Messi mural - creating spaces where fans can come together and celebrate their passion for the game. Our focus is on showing up in ways that feel authentic, relevant, and true to the spirit of collective celebration that defines the FIFA World Cup.”
Building on the Mumbai activation, Budweiser 0.0 plans to host match screenings across key markets in India, creating spaces for fans to come together and experience the tournament collectively.
Through the ‘Let It Pour’ campaign, the brand aims to strengthen its connection with football culture by combining immersive fan experiences, cultural collaborations and community-driven celebrations throughout the FIFA World Cup.
