Bangalore: Heineken® has launched a new social experiment ‘Generations Apart’ to address the father-son communication gap, a social norm prevalent in India, but an issue found worldwide. The experiment aims to surface invisible barriers and inspire open discussion.
Heineken® want an open, inclusive world and believes that when common ground is found, people are more open with each other and can focus on what unites them, not what divides them. Openness breaks down barriers, builds friendships and leads to new experiences. Heineken® continues to test this theory through its Open Your World campaign, which taps into specific cultural and social pressures to spark conversation.
The ‘Generations Apart’ film uses parents’ expectations of their children through the father/son relationship as a foundation for the social experiment.The film stars upcoming comedian Rudy Singh, taking a humorous look at the father-son generation gap, and how his father regarded his career choice to become a stand-up comedian. The film illustrates that whilst people may never agree on everything, there is a choice to be open; to find the common ground. Because being open lets you get more out of life.
Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited, said: “With Generations Apart, Heineken® has launched a campaign that is attuned to the Indian market for the very first-time.India is a key market for Heineken®, and we are committed to exploring innovative avenues to engage with the Indian consumer. With the current generation gap and polarising opinions in the country, we felt it apt for us to play a part in providing a platform for people to open their world and spark positive conversations”.
Gianluca Di Tondo, Senior Director Global Heineken® brand at HEINEKEN, said; “Open Your World gives us an unprecedented opportunity to help change attitudes and spark conversations between different ages, genders and cultures. This campaign reinforces our belief that you can build true human connections and break down barriers when you enjoy shared experiences”.
Heineken®’s Open Your World campaign will see the release of further films and consumer engagement with in the future.