Budweiser’s #YoursToTake Campaign Unites Trailblazers of Culture

Put four creative mavericks under the same roof and it is natural for the game to change forever. In its most recent leg of the FIFA 2022 campaign, Budweiser, an Anheuser-Busch InBev (AB InBev) global brand, has collaborated with India’s most loved stars and creative icons. Siddhant Chaturvedi, Masaba Gupta, Santanu Hazarika and Kiss Nuka have come together to share their incredible journeys as part of the ongoing #YoursToTake campaign at the FIFA World Cup in Doha.

Says Vineet Sharma, VP Marketing – South Asia, AB InBev, said, “With over 35 years of association with FIFA, Budweiser continues to focus on creating high-energy consumer moments and conversations that shape culture. Through this campaign, The World Is Yours To Take, we want to engage with consumers, and celebrate the determination, and courage it takes to achieve success- irrespective of the inevitable challenges encountered on the path to greatness.”

Just like a football player’s glorious journey from the tunnel to the field, the unparalleled paths of each of these four game-changers are filled with anticipation, grit, and above all, passion. #YoursToTake spotlights these very stories, and the one thing that unites them all – marching forward despite the odds and unwavering faith in their dreams.

The global campaign kicked off with the brand’s partnership with football luminaries – Lionel Messi, Neymar Jr., and Raheem Sterling. Together, the three modern-day icons unveiled Budweiser’s FIFA World Cup campaign hero film that captures the stories of their journey to the top inspiring millions across the globe. 

Siddhant Chaturvedi said, “Having collaborated with the brand in the past, I have always admired Budweiser’s role as a catalyst in bringing new talent to the fore and providing a global platform for local talent. With #YoursToTake, the brand has given me the opportunity to celebrate and share my journey with my tribe, my fans and I hope this encourages them to have a ‘never-say-die’ attitude when it comes to their passion.”

The #YoursToTake hero film, which encourages people to go for greatness by tackling curveballs and overcoming fears, was followed by the launch of the first-ever official FIFA 2022 anthem that featured Grammy-winning rapper Lil’ Baby.

Masaba Gupta says, “The world is quick to put us into boxes, dictate what we can and cannot do and most often, limit us from doing all the things we are passionate about and excel at. In all I do, I constantly try to push the envelope and express my truest, most authentic self unconfined by society’s and the world’s expectations. I am delighted to collaborate with Budweiser for the #YoursToTake campaign, giving me and countless others the motivation to chase our passions- as many as there may be”

Echoing the sentiment of resilience and passion, the phrase “‘The World Is Yours To Take’ signifies and chronicles our current transformative time as a world springing back into action in the wake of a receding pandemic. The tunnel becomes a creative metaphor for all the hurdles and moments of truth one faces in life on the path to greatness, the campaign honors those who’ve walked down their own tunnels to emerge stronger than ever. Its universal theme aims to rouse people around the globe to seize opportunities and make the most of the playground of life.

Speaking about the collaboration Anushka Manchanda aka Kiss Nuka, adds, “The beginning of a new journey is marked by a mix of feelings – anticipation, excitement, but most importantly – Drive. #YoursToTake is a campaign that inspires us to tune out the world and place complete trust in our dreams, work hard to hone our skills, be our true unabashed selves, and go for greatness. Collaborating with Budweiser has been a phenomenal experience, it’s a brand that taps into the roots of culture and music and gives a platform to the homegrown voices of India.”

Adds Santanu Hazarika, “Budweiser’s FIFA campaign #YoursToTake resonated with me immediately since I’m a strong believer in making the most of everything you have in life, no matter what obstacles you face. Having grown up in a small town where opportunities are limited, I can testify that this belief has the power to turn dreams into reality, if you are really passionate and resolute in the pursuit of your goals. I’m happy to associate with a brand like Budweiser that continues to play a key role in enabling, and empowering artists, and the evolving culture in India. And therefore, I am ecstatic to not only collaborate with a brand like Budweiser but also to inspire the younger generation to achieve their dreams.”

Catch Siddhant Chaturvedi, Masaba Gupta, Santanu Hazarika, and Kiss Nuka’s side tunnel stories only @budweiserindia.