Budweiser 0.0 has kicked off its partnership with the International Cricket Council (ICC) by unveiling ‘In the Hands of Fans, campaign that marks the first chapter of the brand’s association with the ICC Men’s T20 World Cup 2026. The campaign sets the tone for a season of culture-first, fan-led experiences across India. The campaign puts the spotlight on the fans who cheer, believe, celebrate, and turn every match into a memory.
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 campaign, ‘In the Hands of Fans’ will be driven by a nationwide media and on-ground activations, bringing Budweiser 0.0’s ICC journey to life across homes and social spaces. The campaign is powered by a 360-degree activation plan spanning fan-first screening experiences, strong creative idea, media takeovers, immersive, culture-led partnerships and limited-edition packaging through the duration of the tournament.
In nearly two decades, Budweiser has become 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 has consistently tapped into India’s growing demand for premium and sessionable beers.
