Budweiser Beats shines spotlight on content creators' behind-the-scenes hard work in creating content

Budweiser Beats energy drink has announced a new initiative - aimed at inspiring creators and unveiling the effort involved in content creation.

The crusade shines a spotlight on the creative process and the relentless grind endured by young artists to create a simple 30-second Reel, craft an engaging teaser, or produce a song that resonates with the audience.

The brand has collaborated with Srushti Tawade, a rapper-writer and Niharika NM, a global creator with impeccable comic timing to bring this concept to life.

Both reveal the daily challenges and creative blocks they encounter while making their viral videos. In a candid behind-the-scenes journey, the viewer sees what goes on backstage - unveiling the reality behind, and the toil of content creation.

Throughout this process, Budweiser Beats energy drink remains their trusted partner, fueling their creativity and sharpening their focus as they channel their artistic brilliance.

Watch the behind-the-scenes action ft. Niharika NM and Srushti Tawade here:

 

 

 

 

 

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A post shared by Niharika Nm (@niharika_nm)

 

 

 

 

 

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A post shared by Srushti Tawade (@srushtinahitohkaun)

Niharika NM, said, “When we see a 60-sec Reel, we often forget the 60+ hours of hard work that’s put behind it, not just by the creators but their entire crew. To top it, relatability is key to the humour and constantly reinventing the wheel can be a daunting task. Working with Budweiser Beats energy drink has been interesting, as the collab sheds light on the genuine hard work that goes into creating content - day in, day out. It's a challenging journey, yet an exhilarating one, and I'm thrilled to offer my community a glimpse into my creative process."

Niharika’s sentiments, Srushti Tawade, shared, “Kudos to Budweiser Beats energy drink, for bringing to fore all the madness that goes on behind-the-scenes, which is easy to miss and not captured enough on our Instagram feeds. The timing of the drop could not have been more perfect, serving as a great foundation for the release of my new single. The collaboration captures some exciting and enjoyable moments from my creative process with Budweiser Beats energy drink being my only constant, getting me and my crew through it all.”

Vineet Sharma, Vice-President - Marketing, AB InBev India, added, "Our goal with the campaign is to celebrate and highlight the creative process of emerging and established creators. This initiative captures the incredible energy, passion, and dedication that fuels content creation. Unlike adventure-focused narratives adopted by other players in the category, Budweiser Beats energy drink serves as a go-to source for sharpening creative focus - empowering artists and creators to overcome challenges, push boundaries, maintain focus, and power through creative blocks."