Mumbai: Budweiser 0.0 has kicked off its partnership with the International Cricket Council (ICC) with the launch of ‘In the Hands of Fans’, a culture-first campaign that marks the first chapter of the brand’s association with the ICC Men’s T20 World Cup 2026. The campaign celebrates cricket through a fan-first lens, spotlighting the moments that define the game and the people who bring those moments to life.
Rooted in the belief that cricket truly belongs to its fans, ‘In the Hands of Fans’ shines a light on the passion, belief and shared celebrations that transform every match into a memory. The campaign sets the tone for a season of youth-led, culture-driven experiences across India, positioning fans at the very heart of the cricketing narrative.
Commenting on the launch, Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India, said, “Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define the game of cricket and the people who bring those moments to life. As we begin our association with Cricket, Budweiser 0.0 is bringing alive culture-first experiences across multiple cities of India, creating a fresh fan-first outlook that is set to make this campaign an international trendsetter.”
Rolling out as a pan-India, youth-focused initiative, the campaign will be driven by a robust 360-degree activation plan. This includes nationwide media takeovers, limited-edition packaging, fan-first screening experiences, immersive cultural partnerships and on-ground activations designed to bring Budweiser 0.0’s ICC journey to life across homes, social spaces and digital platforms.
Built around the iconic moments of the game, the campaign aims to deepen fan participation by creating shared, collective experiences rooted in youth culture and contemporary fandom, bringing audiences even closer to the sport they love.
Over the last two decades, Budweiser has emerged as India’s leading premium beer brand, making the country its third-largest market globally outside the US. Backed by AB InBev’s brewing heritage and focus on high-quality offerings, the brand continues to tap into India’s growing demand for premium and sessionable beverages.
With ‘In the Hands of Fans’, Budweiser 0.0 reinforces its position at the intersection of sports, youth culture and modern celebrations—premium, inclusive and always centred on the fans who make the game legendary.
